MKTG 322 Chapter Notes - Chapter 4: Sensory Memory, Ath, Huor
4 Feb 2017
School
Department
Course
Professor
Document Summary
Consumer memory 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. Constantly store and remember info that we learn about things, experiences, and evals. Info we store/retrieve is learned from various sources, mktg comm, the media, word of mouth, and personal experience. May retain info for instant, few minutes, or a long time depending on the type of memory employed: sensory memory, working memory, or long-term memory. Info stored auto and retained only briefly in sensory mem. Sensory memory input from five senses stored temporarily in memory. Echoic memory sensory memory of things we hear. Olfactory memory at play when smell of cookies still lingers in mind after. Iconic memory sensory memory of things we see leaving bakerky. If info in sensory mem is relevant, consumers are motivated to process it further and keep it active occurs in working memory.
