ch7memory, learning and perception.pptVIP

Chapter 7 Memory, Learning, and Perception Chapter Spotlights How consumers accept, retain, and retrieve market information from memory The relationship between learning processes and marketplace behavior How perceptions affect consumers?buying behavior Memory Two sources of product information: External environment: packaging, labels, POS displays, prices, other marketing information Memory: past experiences, word-of-mouth, family preferences Associative network of nodes (concepts) and links (connections) Scripts: information organized in memory around different types of events or episodes (e.g., a restaurant script) How Information is Captured and Stored in Memory Memory processing areas: New information is initially captured in sensory memory. processing is shallow; capacity is limited Information is transmitted from sensory memory to short-term (ST)memory. Analyzing and assigning meaning; limited capacity to a finite number of chunks (units of memory); information may be rehearsed to retain its meaning Information rehearsed in ST memory is transmitted to long-term (LT) memory for storage and retrieval as needed; LT memory capacity is unlimited Information Retention It refers to the amount of material previously learned that is remembered Forgetting ?the loss in retention of material previously learned Retention affected by: Incoming information The person receiving the information Retention: Characteristics of Incoming Information and Processing Repetition or rehearsal Relevance Competing information (new information competes with old; ad 揷lutter?issue) Completeness of information (Zeigarnik Effect ?if incomplete, info retained for later completion) Time (lapsed time since exposure) Mood (positive mood impact) How Retention is Influenced by the Information Recipient Consumer familiarity or experience Being more familiar with a product category increases the chances of remembering information about new or existing brands Affects way informatio