ENVI 405 Lecture Notes - Lecture 6: Store Brand, Storebrand, Implicit Memory
Smell: Why is smell important
Smell affects psychological responses and mood
Smells can entice consumers to try or buy a product or spend more. Ex. Odor on slot machines increased
sales
Does consumer perception always match reality?
Distinct concepts
Consumer perceptions do not always match real world
Subjective reality
What is consumer inference making?
extracting higher order meaning from what we have perceived in the context of what we already know
Objective comprehension
how accurate your understanding is
Subjective comprehension
additional information that may or may not be accurate
Miscomprehension
occurs when consumers inaccurately construe the meaning of a message
What inferences do consumers make based on price?
Price = quality (usually)
Remember, would you want the cheapest doctor or lawyer?
What inferences do consumer make based on packaging (hint: what inferences do consumers make
about a store brand product based on the packaging, if it looks like the national brand?)
As bargain-hunting consumers increasingly seek out cost-effective store brands, more retailers are
redesigning their packaging to point up the differences between store and national brands. Walgreens,
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for example, has renamed and repackaged its store-brand merchandise to stand out and look more
distinctive next to national brands.
Memory
the persistence of learning over time, via the storage and retrieval of information, either consciously or
unconsciously
Retrieval
process of remembering or accessing what was previously stored in memory
Sensory (memory)
Input from 5 senses stored temporarily in memory (about 1 second), If the information in sensory
memory is relevant, consumers are motivated to process it further to keep it active... this occurs in
working memory. Echoic (hear) memory, iconic(see), olfactory(smell), haptic(touch) SWLIE
Working
Portion of memory where incoming information is encoded or interpreted in the context of existing
knowledge, and kept available for more processing. Where most of our conscious information
processing takes place
Limited in capacity
Short-lived in time
Requires attention to retain further
Discursive processing- thinking of the word of imagery processing thinking of the apple itself and senses
with that
Long-term
is that part of memory where information is permanently stored for later use. e two major types of long-
term memory are episodic(represents knowledge about ourselves and what has happened to us in our
past, including emotions and sensations tied to past experiences) and semantic memory(Much of what
we have stored in memory consists of facts and general knowledge unrelated to specific episodes in our
life's history).
Stimulates memories of experiences
Impacts:
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◦ Evaluation
◦ Satisfaction
Explicit
is when consumers are consciously aware that they remember something. For instance, consumers may
remember that they visited a particular website, and what they ordered from the site.
Implicit
when consumers are not consciously aware that they remember something. Implicit memory makes it
easier to process information that we have encountered before. Catepillar example
What is chunking and how does it help you remember?
A chunk is a group of items that are processed as a unit. For example, phone numbers are typically
grouped into three chunks: the area code, the exchange, and four numbers. Whereas chunking reduces
the likelihood that information will be lost from working memory
Rehearsal
means that we actively and consciously interact with the material that we are trying to remember,
perhaps by silently repeating or actively thinking about the information and its meaning. In marketing
con- texts, rehearsal is likely to occur only when consumers are motivated to process and remember
information. Actively try to remember
Recirculated/repetition
when it goes through the same pipe again and again, information is recirculated through your working
memory when you encounter it repeatedly. Unlike rehearsal, with re- circulation we make no active
attempt to remember the information.
elaboration
we transfer information into long-term memory by processing it at deeper levels of meaning.
schema
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Document Summary
Smells can entice consumers to try or buy a product or spend more. Consumer perceptions do not always match real world. What is consumer inference making? extracting higher order meaning from what we have perceived in the context of what we already know. Subjective comprehension additional information that may or may not be accurate. Miscomprehension occurs when consumers inaccurately construe the meaning of a message. What inferences do consumer make based on packaging (hint: what inferences do consumers make about a store brand product based on the packaging, if it looks like the national brand?) As bargain-hunting consumers increasingly seek out cost-effective store brands, more retailers are redesigning their packaging to point up the differences between store and national brands. Walgreens, for example, has renamed and repackaged its store-brand merchandise to stand out and look more distinctive next to national brands. Memory the persistence of learning over time, via the storage and retrieval of information, either consciously or unconsciously.
