Download Information Processing II

Information Processing:
Part II
MKT 750
Professor West
Helping Consumers Remember
Forgetting implies foregone sales
Have you checked your smoke detector battery lately?
How old is your toothbrush?
When did you last change your air filter?
What can be done to speed product replacement?
Information Processing:
Stimuli
Involvement
Exposure
Attention
Memory
Comprehension
• Sensory
• Short Term
• Long Term
Motivation
Ability
Opportunity
Acceptance
Retention
The Importance of Memory
Marketers use memory-based criteria
to judge the effectiveness of their
efforts
Ad claims – e.g. day after recall
Package and brand recognition
Beliefs and brand associations are
indicators of “brand equity”
The Memory Process
Relationship of Memory Stores
Encoding & Retrieval
Incoming Information
Exposure
Sensory Register
Attention
Signal
Strength
Pertinence
Short Term Memory
Encoding
(Rehearsal)
Retention
Retrieval
(Cues)
Long Term Memory
Facilitating Encoding
Elaboration
Closure
Repetition & Rehearsal
Jingles
Generating Affect
Humor (tricky)
Personal Linkages
Autobiographical Memories
Autobiographical Memories
Ads can evoke feelings or emotions by
triggering autobiographical memories
Hallmark, McDonalds, Kodak
There is a bias toward retrieving positive
memories which result in…
More feelings during an ad
More favorable attitude toward the ad and
the brand
Facilitating Encoding
A Picture is Worth a 1000 Words
Memory for faces of high school classmates
was 75% correct up to 40 years after
graduation
Recognition rates for 600 ads! (Shepard)
Time Delay 0
% correct 98%
2 hrs 3 days 7 days 120 days
99%
92%
87%
58%
Facilitating Retrieval
Encoding-specificity
Memory is context dependent, thus
memory performance is improved when
contextual cues present at encoding are
retrieval are the same
Recall versus Recognition
Recall involves asking the consumer to
report what they have seen without any
cues.
Number of Associations
Recognition involves showing consumers
ads or products and asking whether they
have seen them before.
Distinctiveness
The Process of Memory
Memory is constructive
People don’t retrieve an exact copy of an
event from memory.
What is retrieved are partial details and
we “fill in the blanks” based on what else
we know.
This can lead to “misremembering”
Energizer Bunny
The Process of Memory
Memory may be reconstructive as well
People’s recollections can be changed
based on an intervening event.
Memory for a brand experience can be shaped
by seeing an ad post-experience.
Orange Juice Study (Braun 1999)
The Process of Memory
Memory may be reconstructive as well
Showing ads with autobiographical references
can cause people to misremember childhood
experiences (Braun, Ellis, and Loftus 2002)
Group Exercise: 20 minutes
Work with your class members on developing a
plan to speed up the replacement cycle for:
Energizer batteries in smoke detectors
Colgate toothbrushes
EZ Flow air filters for your air conditioner
Support your recommendations using what we
know about information processing and memory
Assign someone to present your plan to the class
Assignment
Begin working on the Marketing Yourself
exercise – Due next Wednesday!
We will discuss the
case next
time.