Notes
Notes
Memory is a process, a storage (only one component of memory) with different other
components:
Which items do people tend to remember? Usually, people remember better the first, and last
items within a sequence.
Bias
Memory span is shorter for words that sound alike (works like a loop). Additionally, we have
a shorter memory span for longer words (word length effect).
Memory span is shorter when unattended speech occurs during learning (unattended speech
effect)
Implication: avoid confusion by either giving a lot of visual content or speech (e.g., low
text amount on slides)
Unattended speech has an impact of language memory only (and not visual). This underlines
that there are two components: visual and phonetic.
Properties of STM (short-term memory)
1. Expose: the first step in becoming to memorable brand is to enter STM via exposure
to the target segment. Mere exposure increases the “like” of something.
2. Engage: the second step is to enter LTM by enticing the consumer to mentally engage
with the brand.
The probability of retrieving a memory is a function of its level of processing at the time of
encoding. Information can be processed at multiple levels.
Marketing implications? We want to remind people of our brands and slogans. This is mostly
effective if the process is spaced out in time.
Implication for marketing? Advertisement within the stores, where customers make their
purchasing decisions or make the stores’ environment the same as the one in which customers
encoded the ad in the first place.