消费者行为学课件chapter4learningandmemory.pptVIP

* A marketing message may activate our memory of a brand directly or indirectly. If it activates a node, it will also activate other linked nodes much as tapping a spider’s web in one spot sends movement reverberating across the web. The process of spreading activation allows us to shift back and forth among levels of meaning. The way we store a piece of information in memory depends on the type of meaning we initially assign to it. This meaning type then determines how and when something activates the meaning. The meaning types are listed in the slide. Brand-specific meaning refers to memory