MGMC02H3 Chapter Notes - Chapter 007: Sensory Memory, Taste, Apple Music
Document Summary
Consumer memory is a personal storehouse of knowledge about products and services, shopping, and consumption experiences reflects our prior knowledge. Retrieval is the process of remembering or accessing what we have stored in the memory. Sources: marketing communications, media, word of mouth, personal experience. Iconic = sensory memory of things we see: ie: driving past a road sign quickly, realizing after for applebee"s. Imagery processing = visual, auditory, tactile, gustatory, olfactory representation (bears close resemblance of thing being represented, preserves relative size) Only certain # of things in stm at any one time. Ie: shopping list 2 items (easy) vs. 9 items (might forget: stm short lived. Ie: learn someone"s name, forget it 2 minutes later. = marketers use simple reproduction of object: ie: word skier or picture of skier, high mao. Ie: vacation we choose, influenced by what we image it will be like.
