Download Encoding

Memory & Marketing
ByNeha Das
Preethi S.
The brain is, by far, the most complex and
mysterious organ in the human body.
 Composed of over 100 billion cells called
neurons this amazing structure is the
center from which all of our skills of
higher reasoning originate -- creativity,
learning, imagination, planning, and,
perhaps most notable of all, our sense of
identity

Each of its 100 billion neurons connects to 10,000
others, forging a grand total of somewhere between
100-1000 trillion connections strung together by 90
million meters of neural fibers.
 Through neurons, the brain is able to receive
information from numerous sensory receptors
throughout the body, decide which of these sensory
stimuli deserve attention, and send commands to
initiate or inhibit various responses.

Learning is the acquisition of information.
 Memory is the retention or storage of
information
Encoding: the conversion of incoming
information into a form that can be stored in
memory.
Storage: maintaining information in memory
over a period of time.
Retrieval: the process of searching for
stored information and bringing it to mind.

Memory has been variously characterized as
 “A process of information retention in which our
experiences are archived and then recovered
when we recall them “
 “As enhanced patterns of neuronal
interconnections which are subject to continual
change “
 “As multi-modal networks of neurons throughout
the nervous system which require that nervous
cells form new interconnections and produce
new protein molecules “
Simplified Memory Model
Attention to important
or novel information
Sensory input
Encoding
External
events
Short-term
memory
Sensory
memory
Encoding
Long-term
memory
Retrieving
Short-Term Memory
Activated memory that holds a few items briefly
Look up a phone number, then quickly dial before
the information is forgotten(<I minute)
Long-Term Memory
The relatively permanent and limitless storehouse
of the memory system(days,months,years)
Encoding : Getting Information In
Encoding
Effortful
Automatic
How do we Encode

Automatic Processing
 Unconscious encoding of incidental information
 Well-learned information
 word meanings
Effortful Processing
 Requires attention and conscious effort
 Rehearsal
 Conscious repetition of information

 to maintain it in consciousness
 to encode it for storage
What Do We Encode?

Semantic Encoding
 encoding of meaning
 including meaning of words

Acoustic Encoding
 encoding of sound
 especially sound of words

Visual Encoding
 encoding of picture images
Encoding



Imagery
 mental pictures
 a powerful aid to effortful processing, especially when
combined with semantic encoding
Chunking
 Organizing items into familiar, manageable units
 Often occurs automatically
 Use of acronyms
 HOMES--Huron, Ontario, Michigan, Erie, Superior
 ARITHMETIC--A Rat In Tom’s House Might Eat Tom’s
Ice Cream
Hierarchies
 Complex information broken down into broad concepts
and further subdivided into categories and subcategories
Short Term Memory Storage



The brain receives nerve messages from eyes, ears, and touch
sensors. This sensory stimulus is held for a fraction of a
second in the sensory memory.
Unless an individual pays attention to the image for about
eight uninterrupted seconds to encode the stimulus into
short-term memory, it will be lost.
The memory then is stored on something akin to an
electronic tape loop (although some scientists debate the
existence of that loop). Once a complete loop is made, three
things can happen:
1) the information can be rehearsed (repeated) silently or
aloud, which will provide auditory cues
2) the information goes into long-term memory or
3) the information will be lost"
Long Term Memory Storage



Long term memory (LTM) occurs when the information
is kept for longer periods, up to the whole lifetime of
the organism.
This occurs less often and only with association of
stimuli that is relevant to the organism, either because
of a biological predisposition or by continuous
repetition.
Usually experiences charged with a strong affective
component (either reinforcing or aversive) tend to go
into long term memory more often than others. This
type of memory is less labile, and is not easily disrupted
Long-Term Memory Subsystems
Types of
long-term
memories
Explicit
(declarative)
With conscious
recall
Facts-general
knowledge
(“semantic
memory”)
Personally
experienced
events
(“episodic
memory”)
Implicit
(nondeclarative)
Without conscious
recall
Skills-motor
and cognitive
Dispositionsclassical and
operant
conditioning
effects
Both long- and short- term memory are composed of
three processes: encoding, storage, and retrieval
.These processes take place in various locations in
the brain, often simultaneously.
 It is unclear where long-term memories are stored,
although there is some evidence that a single memory
may be broken down into various elements and
stored in many places at once.
 As Irving Kupferman explains, "long-term memories
are stored in multiple regions throughout the
nervous system. (In other words, they are not
localized but stored through circuitry)

Various parts of memories visual, olfactory,
auditory are located in cortical regions
concerned with these functions and the pieces
are tied together by long term changes in
strength of transmission at relevant synaptic
junction so that all components are brought to
consciousness when memory is recalled.
 Once long term memory is established it can be
recalled by different associations. Thus there are
multiple routes to each memory.

Interactions between
encoding and retrieval
Organization: the more we organize the material, the
easier it is to retrieve.
Context, emotions: easier to retrieve info when the
context and/or the individual’s mood is similar during
encoding and retrieval (affective values associate with
the material)
Basic Reasons for Forgetting
Encoding Failure: information did not get
into memory
Storage Failure: information has disappeared
from memory; it is no longer in storage
Retrieval Failure: information is stored in
memory but it cannot be located
Forgetting as encoding failure

Information never enters the long-term
memory
Attention
External
events
Short- Encoding
Sensory
term
memory Encoding
memory
Encoding
failure leads
to forgetting
Longterm
memory
Forgetting as retrieval failure

Forgetting can result from failure to retrieve
information from long-term memory
Attention
External
events
Sensory
memory
Encoding
Encoding
Short-term
Long-term
memory
Retrieval memory
Retrieval failure
leads to forgetting
Two Major Theories of Forgetting
Decay Theory: Information in memory
eventually disappears if it is not used ‘Use it or lose it’
Interference Theory: Forgetting occurs
because other things we have learned
somehow prevent us from finding the
information we want.
Forgetting as Interference

Learning some items may disrupt
retrieval of other information
 Proactive (forward acting) Interference
 disruptive effect of prior learning on recall of new
information
 Retroactive (backwards acting) Interference
 disruptive effect of new learning on recall of old
information
Forgetting
Percentage
of syllables
recalled
90%
Without interfering
events, recall is
better
80
After sleep
70
60
50
40
30
20
10
After remaining awake
0
1
2
3
4
5
6
7
Hours elapsed after learning syllables
8
Neuro-psychology and
marketing
Branding Goes to the Dogs
The core concept- can be traced to behavioral
psychology and neuroscience
 Ivan Pavlov – Associative Learning
 Research in neuropsychology- Branding based on
brain functions and how memories are formed
 Understanding how complex memory images are
stored in the brain
 Three types of memory storage in the human
brain:

 Electrical
 Chemical
 Structural
Teaching the Old Dog New Tricks




How memory is created and stored in our brains
has implications for branding
Goal of branding is "top of mind" recall and
recognition- hence successful brands aim to
become a medium and, ultimately, a long term
memory
Establishing and triggering memories is
fundamental to branding
Leveraging branding strategies to establish
positive memories and associations of a brand
helps build brand equity and value.
To make a brand memory…
Branding has to go beyond the "here and
now" of electrical memory
 Regularly activate the medium term
memory, over an extended period of time
with as many different "mental"
connections as possible
 The multisensory approach: creates
short-term memories, and with repeated
brand exposure converts it into mediumterm memory

Top Dog!!
A company has to consider how its branding
strategies will affect the three different forms of
memory
 Increase message transfer from the electrical
memory to the medium-term, chemical
memory by

 Increasing the relevance of the message
 Increasing the frequency of message repetition
 Increasing the frequency across different sensory
routes

Use multisensory experiences to forge a
memory
Branding cannot rest!!
If the memory is left unused for a period
of time, it will disappear
 The minute a brand rests on its laurels,
brand erosion begins
 It takes consistent, long-term brand
building marketing and communications
activities to keep the memory alive

THANK YOU!!!