BU432 Lecture Notes - Lecture 12: Green Giant, Muscle Memory, Procedural Knowledge
Learning & Memory
Rote Learning
• Design to help you understand more about the product through its visual elements or slogans
Problem Solving
• Provide details about the product through labels of educating salespeople to let consumers
know about the good or service
• Can be quite tedious
• Use tables to prevent scattered informational overload
Takeaways
• Classical conditioning: firms can create links between desired concepts and products
• Instrumental conditioning: reward behaviours they want to promote
• Route learning (low-involvement products): use simple messages and clear visuals
• Problem solving (high-involvement products): provide informative labels, knowledgeable
salespeople, extensive product information
Memory
Memory
• The process of acquiring information and storing it over time so that it will be available when
needed
• Three stages:
o Encoding: placing information in memory
o Storage: retaining information in memory
o Retrieval: accessing info from memory
Memory Systems
•
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• Short-term memory is very limited in its capacity
o Think about one or two things at a time
• Maintenance rehearsal: rehearsing memory
o E. Lear soeoe’s ae b repeatig it i our head several ties
• Retrieval from ST is pretty much automatic and usually this info forms our decisions and
behaviours
• Some ST memory transfers to LT memory which we retain for a relatively long period of time
• 2 large knowledge categories of LT memory:
o Declarative: explicit memories we have
▪ Of our own personal experiences (episodic)
▪ Or about facts (semantic)
o Procedural knowledge: implicit knowledge or memories that we are unaware of
▪ Muscle memory or motor abilities
▪ Can also pertain to cognitive skills we do mindlessly or effortlessly
o With enough repetition, declarative knowledge can become procedural
Encoding
• Help people encode info but telling a story about your brand
• Go beyond communicating a brand name
Retrieval (Episodic Memory)
• Retro designs to help facilitate memory retrieval
Retrieval (Semantic Memory)
• Giving you a photo of something just to trigger memories
Sensory Memory
• Raw data of perceptual systems
• High capacity, temporary storage
• Unavoidable decay (within seconds)
• Rapid initial analysis of stimuli
o Further processing requires attention
▪ E.g., cocktail party effect
Short-term memory (Working) Memory
• Selective attention determines what gets transferred from the sensory registers
• Limited capacity (7 +/- 2 items)
o Can be increased through chinking
▪ E.g., 5198840710 -> 519-884-0710
• 18-second decay without rehearsal
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Learning & memory: design to help you understand more about the product through its visual elements or slogans. Problem solving: provide details about the product through labels of educating salespeople to let consumers know about the good or service, can be quite tedious, use tables to prevent scattered informational overload. Memory: the process of acquiring information and storing it over time so that it will be available when needed, three stages, encoding: placing information in memory, storage: retaining information in memory, retrieval: accessing info from memory. Memory systems: short-term memory is very limited in its capacity, think about one or two things at a time, maintenance rehearsal: rehearsing memory, e(cid:454). Encoding: help people encode info but telling a story about your brand, go beyond communicating a brand name. Retrieval (episodic memory: retro designs to help facilitate memory retrieval. Retrieval (semantic memory: giving you a photo of something just to trigger memories.
