MKG 310 Chapter Notes - Chapter 9: Echoic Memory, Umbrella Brand, Brand Equity
Document Summary
Learning is any change in the content or organization of long-term memory or behavior and is the result of information processing. Short-term memory, or working memory, is that portion of total memory that is currently activated or in use. Long-term memory is that portion of total memory devoted to permanent information storage. Like a computer file that is currently in use. Used to hold information while it is analyzed and interpreted. It is an active, dynamic process, not a static structure. The memory span for prices is about 3. 7 seconds. Maintenance rehearsal is the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory p. 313. Capacity of stm is through to be 5-9 bits of information. Organizing individual items into groups of related items that can be processed as a single unit is called chunking.
