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Consumer Memory and Product Knowledge: By: Garcia, Katrine Dianne M. 2-BSBA-MM

1. Consumer memory allows anticipation of stimuli encountered during product selection and is structured in a multi-store system, including sensory, short-term, and long-term memory. 2. Information is encoded from short-term to long-term memory, where familiarity speeds storage and greater product knowledge develops through retrieval and response generation. 3. Consumer knowledge consists of objective, subjective, and selective dimensions and increases with experience, allowing more organized and accurate information processing.

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124 views

Consumer Memory and Product Knowledge: By: Garcia, Katrine Dianne M. 2-BSBA-MM

1. Consumer memory allows anticipation of stimuli encountered during product selection and is structured in a multi-store system, including sensory, short-term, and long-term memory. 2. Information is encoded from short-term to long-term memory, where familiarity speeds storage and greater product knowledge develops through retrieval and response generation. 3. Consumer knowledge consists of objective, subjective, and selective dimensions and increases with experience, allowing more organized and accurate information processing.

Uploaded by

Paul
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Chapter

3:
Consumer Memory and Product Knowledge

By: Garcia, Katrine Dianne M.


2-BSBA-MM
In the previous chapter, we focused our
attention on information processing and
perception of the consumer about a
product or brand.

Consumer memory is the facility


that allows anticipation response to
stimuli that they encounter in the
process of selective exposure.

Memory influences the attention process


by guiding consumers' sensory system as
they focus towards a particular product
or brand.
There are 3 models of multiple-store
system:

1.Sensory System - The consumer


is activated by sounds, sight
or taste. The nerve fibers in
the consumers' sensory organs
are activated when he sees or
smells products that of
interest to him.
2.The Short-Term Memory System:

It is the site where the consumer


thinks about a product or brand. It
is the temporary storage of the
information while being processed in
the consumers' mental system. This
has limited capacity and acts like a
bottleneck and information can be
lost immediately.
3.The Long-Term Memory System:
The long-term memory system has an
essentially unlimited capacity to
store product or brand information
in the minds of the consumer. The
psychological findings revealed
that pictures are generally more
memorable than verbal messages
especially under low-involvement
circumstances.
Consumer
Memory Control
Process
The enconding and retrieval of information
and data is the conscious and unconscious
process that operates in the mental system
of the consumer.

The marketers must understand this mental


process of how the memory is structured in
order to be able to maintain consumers'
mental set towards a favorable product or
brand.
Encoding
is the mental process of the consumer that
develops and influence whether the product
information will be transferred from short-
term to long-term memory.
The coded information about the product
product will have a great impact on the
speed of transfer, as well as on the
placement of the information is consumer
memory.

As the information becomes familiar, the


consumer became more adapt at coding
more information they already have in
memory. The storage process speeds up
proportionally and greater product
knowledge is developed.
Consumer
Retrieval and
Response
Generation
The act of remembering information consisted of
two processes:

1. Retrieval Process involves a search


through long term memory to identify
information the individual wants to recall.
In the process of reconstructing the long-
term memory the individual goes through the
process of intuition, logic, and
expectations.
2. Response Process is where the individual
consumer develops the response by actively
reconstructing the stimulus about a
particuklar product or brand.
Consumer Knowledge

Is the amount of experienceabout the product


information storred in the
long-term memory of the person. It is the
state where the individual consumers think
about the product or service across a number
of dimensions and make finer distinctions
among the various products available in the
market.
The consumer knowledge is divided into the three
different dimensions:

1. Objective Knowledge is the state where


the individual consumer has the correct
information about the product or the brand.

2. Subjective Knowledge is the state where


trhe consumer's perception of the product
is based on reading the information without
further experience aboput its use.

3. Selective Knowledge is the knowledge


learned from other consumer without further
verification. It is what other people say
about a product or brand.
Different people have different amount
of experience and knwoledge about a
particular type of product or brand. As
the amount of experience and knowledge
increases, the consumer became more
organized. They grew more efficient and
accurate in their information processing
as they displayed more recall of
information as guide in their purchasing
decision.
Cognitive
Learning Process
It is the learning process that
involves associations with concepts
and learning sequence of problem
solving and gaining insights about
a particular product or brand. It
is the active mental states in
which people seek to control the
information obtained through the
various interventions with the
consumers' environment.
It could be point out that consumers
learn through education and through
experience. Learning through education
involves obtaining information through
advertisements and sales personnel.
Learning through experience is gaining
knowledge by actual contact with the
product. It is generally more effective
means top gain knowledge. The adage that
"A pound of experience is better than a
ton of theories" still applies in gthe
product knowledge.
The Association
Model of Cognitive
Learning
Another approach to cognitive
learning is to analyze the
association that consumers form from
the different marketing stimuli. The
study of serial learning is
concerned with how people place into
memory and recall the information
received in a sequential order. The
sequence of advertisement in
television affects the recall
process in the mind of the consumer.
When six or more advertisements are
played in sequence, stusy shows that
the recall is less on the middle of
the sequence as the consumer is more
focused on the first and the last
ads. The first and the last on the
list became the anchor of learning
process due to the limitation of the
short-term memory. More repetition
of the advertisement maybe necessary
before the items in the middle of
the list can be recalled by the
viewing consumer.
Product Pioneering Advantage:
It is the process where the first
product that comes first in the
market tends to be recalled better
by the consumer. The first brand
category in the mind of the consumer
achieves a long-term edge over the
late competitor. The beneficial
effect is more lasting in the market
place as it has the most observable
effect among consumer to follow a
product category.
The association learning model could be more
effective under the following conditions:

1. The stimulus and response words could


easily be pronounced.
2. The consumer is familiar with both
stimulus and the response words.
3. The words of the stimulus and
response are meaningful to the
consumer.
4. The words are associated and
correlated in the stimulus and
response.
5. Visual images are created to link the
stimulus and response words together.

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