ENVI 405 Lecture Notes - Lecture 2: Skymiles, Echoic Memory, Semantic Network
Images
Reflect what something (ie. a brand) stands for and how favorably it is viewed
Brand Image
-Subset of associations that are salient and feeling-related
-ie. McDonald's brand image: favorable, family oriented
Brand Personality
-How we would describe the brand if it were a person
-ie. Whirlpool: gentle, sensitive, quiet
Brand Extension
Same brand name in a different category
ie. dove bar sop, shampoo, deoderant
Licensing
When a firm sells the rights to a brand name to another company to use on its product
ie. Jeep toys
Brand Alliance
Two companies' brand names are presented together on a single product
ie. American Express Delta Skymiles
Consumer Memory
A personal storehouse of knowledge about products and services, shopping and consumption
experiences
MAO
Motivation, ability and opportunity dictate our ability to retrieve information
find more resources at oneclass.com
find more resources at oneclass.com
Echoic Memory
-Memory of things we hear
-We tend to remember those things exactly
Iconic Memory
Memory of things we see
Sensory Memory
-Info. store EXACTLY and TEMPORARILY
Short Term Memory
-The portion of memory where incoming info is encoded or interpreted in light of existing knowledge
-Where most of our info processing takes place
-Is limited
-Is short-lived
Discursive Processing
The processing of info as words
Long-Term Memory
Part of memory where information is permanently stored for later use
Autobiographical Memory
-Knowledge we have about ourselves and our past
Semantic Memory
-Knowledge not related to any specific episodes
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find more resources at oneclass.com
Chunking
-The group of items that can be processed as a unit
-Typically 3-7 chunks
Rehearsal
-Active
-The process of actively reviewing material in an attempt to remember it
-Consumers are motivated to process and remember info
-When motivation is low, firms may use tactics such as jingles, sounds or slogans to create rehearsal
Recirculation
-Passive
-The process by which info is remembered with simple repetition without active rehearsal
-Street names near your home that you drive by
Elaboration
-Transferring info into long-term memory by processing it at a deeper level
-Try to relate info to prior knowledge and past experiences
-ie. thinking about how you would use it in your everyday life
Semantic Network
-A set of concepts connected by links
-When one concept is activated, other may be activated via the links
-Concepts connected by strong links are more likely to activate each other vs. weak links
-Everyone's network is a little different
-ie. things you associate with going to the beach
Trace Strength
-The extent to which an association (or link) is strongly or weakly linked to a concept in memory
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Reflect what something (ie. a brand) stands for and how favorably it is viewed. Subset of associations that are salient and feeling-related. How we would describe the brand if it were a person. Same brand name in a different category ie. dove bar sop, shampoo, deoderant. When a firm sells the rights to a brand name to another company to use on its product ie. jeep toys. Two companies" brand names are presented together on a single product ie. american express delta skymiles. A personal storehouse of knowledge about products and services, shopping and consumption experiences. Motivation, ability and opportunity dictate our ability to retrieve information. The portion of memory where incoming info is encoded or interpreted in light of existing knowledge. Where most of our info processing takes place. Part of memory where information is permanently stored for later use. Knowledge we have about ourselves and our past. The group of items that can be processed as a unit.
