COPYRIGHT © 2012 Cengage Learning Asia Helping Consumers to Remember CHAPTER 13

COPYRIGHT © 2012 Cengage Learning Asia

Helping Consumers to Remember

CHAPTER 13


Helping Consumers Remember



Failing to remember is a common occurrence in consumer behavior

Such memory failures in the context of product purchase and consumption translates into lost sales and profits

Consumers’ ability to remember also plays a role in advertising effectiveness



Advertising’s long-term effects may depend on consumer memory

Advertising may focus on activating consumers’ memory of past consumption experiences

Consumer memory is also an important part of nostalgia advertising appeals which evoke favorable memories of the past


Helping Consumers Remember Remembering consists of:

Cognitive learning: getting information into memory

Retrieval: getting it back out


Cognitive Learning: RehearsalCognitive learning occurs when information processed in short-term memory is stored in long-term memory


Cognitive Learning: RehearsalCognitive learning occurs when information processed in short-term memory is stored in long-term memory

Rehearsal involves the mental repetition of information or, the recycling of information through short-term memory

Rehearsal may be described as a form of inner speech


Cognitive Learning: Rehearsal

Helps maintain information in short-term memory

Aids in the transfer of information in short-term memory to long-term memory

Rehearsal serves two functions:


Cognitive Learning: Rehearsal

Greater rehearsal increases the strength of long-term memory trace, thereby enhancing the likelihood that trace can later be retrieved

Helps maintain information in short-term memory

Aids in the transfer of information in short-term memory to long-term memory

Rehearsal serves two functions:


Cognitive Learning: ElaborationElaboration: the degree of integration between the stimulus and existing knowledge


Cognitive Learning: ElaborationElaboration: the degree of integration between the stimulus and existing knowledge

At low levels of elaboration, stimuli are processed in much the same way they are encountered

At greater levels of elaboration, more links between the new information and information stored in memory are created


JAN 16

Using greater level of elaboration to remember the same license plate number

Elaboration

Using low level of elaboration to remember a license plate number

A J N 2 6 8


Cognitive Learning: Elaboration

Intentional learning

Incidental learning

Motivation plays a role in the amount of elaboration a person employs to remember


Cognitive Learning: Elaboration

Knowledge allows more meaningful elaboration

Ability to learn depends on both individual and environmental factors

Intentional learning

Incidental learning

Motivation plays a role in the amount of elaboration a person employs to remember


Cognitive Learning: Mental Representations

Mental representations: the particular manner in which information is stored in long-term memory



Mental representations: the particular manner in which information is stored in long-term memory

Stimuli may be stored in same form in which they appear, or transformed (the price of a dress may be remembered as $200 or expensive)



Dual coding proposes that information can be stored in both semantic and visual forms



Dual coding proposes that information can be stored in both semantic and visual forms

Having multiple representations increases the number of possible mental pathways that can be traveled when trying to remember


Using Mental Representations To Increase Learning


參考資料：陳俊生 71快速記憶法 PS ：請採用正統方式學英文

文不如表、表不如圖



Associative network: memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks


Walt Disney World Resort

Parks

Great Fun

Expensive

MGM Studios

Animal Kingdom

Epcot

Located in Orlando

Magic Kingdom

Disney

An Associative Network for Disney (partial)


Retrieval

Retrieval: the activation of information stored in long-term memory that is then transferred into short-term memory

The cycle of remembering


The Cycle of Remembering

Short-term Short-term MemoryMemory



Long-term Long-term MemoryMemory


Learning



Long-term Long-term MemoryMemory


Retrieval

Learning


Retrieval

Successful retrieval depends on:Strength of memory trace of the to-be-remembered information

The number and strength of linkages between the to-be-remembered item and other memory nodes

Spreading activation: activating one memory node creates a ripple effect that spreads throughout its linkages to other nodes


Retrieval

Retrieval can be enhanced by retrieval cues: stimuli that activate information in memory relevant to the to-be-remembered information


Retrieval: Forgetting

Forgetting: the failure to retrieve something from memory

Decay theory: memories grow weaker with the passage of time



Even when memory trace is strong, people forget things because not all information in long-term memory can be retrieved at one point in time

If retrieval fails, sometimes information will “pop” into our minds later



Failure to retrieve something which has not faded from memory is attributable to interference

Interference theory: the chances of retrieving a particular piece of information become smaller as interference from other information becomes larger

Clutter of advertising may also interfere with retrieval


Retrieval: Recognition and Recall

Retrieval also depends on whether the information requires recall and recognition



Retrieval also depends on whether the information requires recall and recognition

Recognition requires identifying something as familiar because we’ve seen it before

With brand or ad recognition measures, the to-be-remembered information is provided



Recall is more cognitively demanding than recognition

Unaided (free) recall does not contain any retrieval cues

Aided (cued) recall provides cues to help someone remember

Consumers remember more when they answer aided rather than unaided recall measures


Retrieval: Product Awareness When consumers use internal search to form their consideration sets, they must recall brand names from memory

Brand recognition, in this instance, is not as important as brand recall


Retrieval: Product Awareness When consumers use internal search to form their consideration sets, they must recall brand names from memory

Brand recognition, in this instance, is not as important as brand recall

Sometimes consideration sets are formed at the point of purchase

In this case, product awareness in the form of recognition is vital


Retrieval: Product Awareness Brand recognition focuses on more than just the name

Showing the packaging in an ad helps recognition when in the store


Retrieval: Advertising Awareness Many companies focus on what consumers remember about their advertising messages, rather than on how many remember seeing it


Retrieval: Advertising Awareness Companies should focus on what consumers remember about their advertising messages

Do they remember the advertised brand?

Day-after recall (DAR): measures brand recall 24 hours after ad exposure

What do they remember about the ad claims?


Retrieval: Advertising Awareness Why should companies focus on what consumers remember about their advertising messages?

If consumers don’t remember the brand, then the other things they do remember will not be linked to the brand in memory

If consumers are confused about which brand was in the ad, they might link the ad claims to another brand


How Companies Can Help Consumers to Remember



Get More Attention



Get More Attention The more attention given to a stimulus, the greater the chances of being remembered

There are a number of ways companies can enhance consumers’ attention to their messages

Pleasant ambient scents enhance brand recall and recognition



Reminders



Reminders Advertising that reminds consumers to buy a product

Postcards reminding consumers to make an appointment

Retrieval cues placed on packaging and at the point of purchase to enhance ad effectiveness



Reminders Free stickers help consumers remember the company’s information

Free products act as mini-billboards and build goodwill

The Internet is useful for delivering reminders and making recommendations to consumers


Helping Consumers to Remember with Reminders



Use Retrieval Cues



Use Retrieval Cues Retrieval cues activate relevant product information in memory at the point of purchase

Retrieval cues also help to link the favorable feelings generated by an ad to the product

Different types of retrieval cues may be most effective depending on the language of communication


Helping Consumers to Remember with Retrieval Cues



Repetition



Repetition Companies rely on repetition (showing ads over and over again) to enhance rehearsal of the ad

Learning plateaus after a certain number of repetitions, and negative responses may result from seeing an ad too often

Repetition may be used within an ad



Encourage Elaboration



Encourage ElaborationSelf-referencing: involves relating a stimulus to one’s own self and experiences

The number and strength of potential linkages between new and stored information are enhanced

Research supports the potential for encouraging self referencing through advertising copy



Encourage Multiple Representations in Memory




If ad copy fails to evoke imagery, then including pictures in the ad will enhance the formation of visual representations and improve retrieval




If ad copy fails to evoke imagery, then including pictures in the ad will enhance the formation of visual representations and improve retrieval

Visual representation of a brand name can increase its memorability


Visual Representations Can Increase Memorability of Brands


Visual Representations Can Increase Memorability of Brands



The Importance of Consistency



The Importance of ConsistencyAn ad may convey the same meaning through the brand name, copy, and picture if they are presented in similar ways

Consistency facilitates remembering

When the ad copy conveys the same meaning as the name and picture, brand name recall is improved



Use Easy-to-Remember Stimuli



Use Easy-to-Remember StimuliConcrete words (such as dog or tree) can be visualized rather easily

Abstract words (such as equality) are more difficult to represent visually

Concrete brand names will be more easily remembered than abstract brand names



Use Easy-to-Remember StimuliBrand name suggestiveness: the degree to which the brand name conveys a brand attribute

Suggestive brand names can enhance recall of ad claims that pertain to the same attribute suggested by the brand name



Use Easy-to-Remember StimuliDistinctive stimuli are easier to remember because they stand out and are less susceptible to interference

Distinctive brand names and products are more memorable



Use ClosureClosure refers to the tendency to develop a complete picture or perception when elements in the perceptual field are missing

The drive to “fill in” the missing parts increases the amount of thinking consumers undertake during stimulus processing, thus enhancing memory


The Use of Closure Can Increase Brand Memory



Put Consumers in a Good Mood



Put Consumers in a Good Mood

Mood influences retrieval

The favorableness of retrieved memories depends on whether mood is positive or negative

Positive moods increase the chances of remembering favorable information

Ads may use humor or music to influence mood



Products That Help Consumer Remember




A number of products claim their consumption will improve memory


This Product Promises to Improve Consumers’ Memory




A number of products claim their consumption will improve memory

Products can be designed to evoke favorable memories or create and record important memories


Products Designed to Evoke Favorable Memories

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COPYRIGHT © 2012 Cengage Learning Asia Helping Consumers to Remember CHAPTER 13