How Companies Can Help Consumers to Remember
advertisement
CHAPTER 13 Helping Consumers to Remember COPYRIGHT © 2012 Cengage Learning Asia Helping Consumers Remember COPYRIGHT © 2012 Cengage Learning Asia Helping Consumers Remember Failing to remember is a common occurrence in consumer behavior Such memory failures in the context of product purchase and consumption translates into lost sales and profits Consumers’ ability to remember also plays a role in advertising effectiveness COPYRIGHT © 2012 Cengage Learning Asia Helping Consumers Remember Advertising’s long-term effects may depend on consumer memory Advertising may focus on activating consumers’ memory of past consumption experiences Consumer memory is also an important part of nostalgia advertising appeals which evoke favorable memories of the past COPYRIGHT © 2012 Cengage Learning Asia Helping Consumers Remember Remembering consists of: Cognitive learning: getting information into memory Retrieval: getting it back out COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Rehearsal Cognitive learning occurs when information processed in shortterm memory is stored in longterm memory COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Rehearsal Cognitive learning occurs when information processed in shortterm memory is stored in longterm memory Rehearsal involves the mental repetition of information or, the recycling of information through short-term memory Rehearsal may be described as a form of inner speech COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Rehearsal Rehearsal serves two functions: Helps maintain information in shortterm memory Aids in the transfer of information in short-term memory to long-term memory COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Rehearsal Rehearsal serves two functions: Helps maintain information in shortterm memory Aids in the transfer of information in short-term memory to long-term memory Greater rehearsal increases the strength of long-term memory trace, thereby enhancing the likelihood that trace can later be retrieved COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Elaboration Elaboration: the degree of integration between the stimulus and existing knowledge COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Elaboration Elaboration: the degree of integration between the stimulus and existing knowledge At low levels of elaboration, stimuli are processed in much the same way they are encountered At greater levels of elaboration, more links between the new information and information stored in memory are created COPYRIGHT © 2012 Cengage Learning Asia Elaboration Using low level of elaboration to remember a license plate number A J N 2 6 8 Using greater level of elaboration to remember the same license plate number JAN 16 COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Elaboration Motivation plays a role in the amount of elaboration a person employs to remember Intentional learning Incidental learning COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Elaboration Motivation plays a role in the amount of elaboration a person employs to remember Intentional learning Incidental learning Knowledge allows more meaningful elaboration Ability to learn depends on both individual and environmental factors COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Mental Representations Mental representations: the particular manner in which information is stored in long-term memory COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Mental Representations Mental representations: the particular manner in which information is stored in long-term memory Stimuli may be stored in same form in which they appear, or transformed (the price of a dress may be remembered as $200 or expensive) COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Mental Representations Dual coding proposes that information can be stored in both semantic and visual forms COPYRIGHT © 2012 Cengage Learning Asia Cognitive Learning: Mental Representations Dual coding proposes that information can be stored in both semantic and visual forms Having multiple representations increases the number of possible mental pathways that can be traveled when trying to remember COPYRIGHT © 2012 Cengage Learning Asia Using Mental Representations To Increase Learning COPYRIGHT © 2012 Cengage Learning Asia 文不如表、表不如圖 參考資料：陳俊生71快速記憶法 COPYRIGHT © 2012 Cengage Learning Asia PS：請採用正統方式學英文 Cognitive Learning: Mental Representations Associative network: memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks COPYRIGHT © 2012 Cengage Learning Asia An Associative Network for Disney (partial) Located in Orlando Epcot Magic Kingdom Disney Walt Disney World Resort Parks Great Fun Animal Kingdom MGM Studios Expensive COPYRIGHT © 2012 Cengage Learning Asia Retrieval Retrieval: the activation of information stored in long-term memory that is then transferred into short-term memory The cycle of remembering COPYRIGHT © 2012 Cengage Learning Asia The Cycle of Remembering Short-term Memory COPYRIGHT © 2012 Cengage Learning Asia The Cycle of Remembering Learning Short-term Memory COPYRIGHT © 2012 Cengage Learning Asia Long-term Memory The Cycle of Remembering Learning Short-term Memory Long-term Memory Retrieval COPYRIGHT © 2012 Cengage Learning Asia Retrieval Successful retrieval depends on: Strength of memory trace of the to-beremembered information The number and strength of linkages between the to-be-remembered item and other memory nodes Spreading activation: activating one memory node creates a ripple effect that spreads throughout its linkages to other nodes COPYRIGHT © 2012 Cengage Learning Asia Retrieval Retrieval can be enhanced by retrieval cues: stimuli that activate information in memory relevant to the to-be-remembered information COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Forgetting Forgetting: the failure to retrieve something from memory Decay theory: memories grow weaker with the passage of time COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Forgetting Even when memory trace is strong, people forget things because not all information in long-term memory can be retrieved at one point in time If retrieval fails, sometimes information will “pop” into our minds later COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Forgetting Failure to retrieve something which has not faded from memory is attributable to interference Interference theory: the chances of retrieving a particular piece of information become smaller as interference from other information becomes larger Clutter of advertising may also interfere with retrieval COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Recognition and Recall Retrieval also depends on whether the information requires recall and recognition COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Recognition and Recall Retrieval also depends on whether the information requires recall and recognition Recognition requires identifying something as familiar because we’ve seen it before With brand or ad recognition measures, the to-be-remembered information is provided COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Recognition and Recall Recall is more cognitively demanding than recognition Unaided (free) recall does not contain any retrieval cues Aided (cued) recall provides cues to help someone remember Consumers remember more when they answer aided rather than unaided recall measures COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Product Awareness When consumers use internal search to form their consideration sets, they must recall brand names from memory Brand recognition, in this instance, is not as important as brand recall COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Product Awareness When consumers use internal search to form their consideration sets, they must recall brand names from memory Brand recognition, in this instance, is not as important as brand recall Sometimes consideration sets are formed at the point of purchase In this case, product awareness in the form of recognition is vital COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Product Awareness Brand recognition focuses on more than just the name Showing the packaging in an ad helps recognition when in the store COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Advertising Awareness Many companies focus on what consumers remember about their advertising messages, rather than on how many remember seeing it COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Advertising Awareness Companies should focus on what consumers remember about their advertising messages Do they remember the advertised brand? Day-after recall (DAR): measures brand recall 24 hours after ad exposure What do they remember about the ad claims? COPYRIGHT © 2012 Cengage Learning Asia Retrieval: Advertising Awareness Why should companies focus on what consumers remember about their advertising messages? If consumers don’t remember the brand, then the other things they do remember will not be linked to the brand in memory If consumers are confused about which brand was in the ad, they might link the ad claims to another brand COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Get More Attention COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Get More Attention The more attention given to a stimulus, the greater the chances of being remembered There are a number of ways companies can enhance consumers’ attention to their messages Pleasant ambient scents enhance brand recall and recognition COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Reminders COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Reminders Advertising that reminds consumers to buy a product Postcards reminding consumers to make an appointment Retrieval cues placed on packaging and at the point of purchase to enhance ad effectiveness COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Reminders Free stickers help consumers remember the company’s information Free products act as mini-billboards and build goodwill The Internet is useful for delivering reminders and making recommendations to consumers COPYRIGHT © 2012 Cengage Learning Asia Helping Consumers to Remember with Reminders COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Use Retrieval Cues COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Use Retrieval Cues Retrieval cues activate relevant product information in memory at the point of purchase Retrieval cues also help to link the favorable feelings generated by an ad to the product Different types of retrieval cues may be most effective depending on the language of communication COPYRIGHT © 2012 Cengage Learning Asia Helping Consumers to Remember with Retrieval Cues COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Repetition COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Repetition Companies rely on repetition (showing ads over and over again) to enhance rehearsal of the ad Learning plateaus after a certain number of repetitions, and negative responses may result from seeing an ad too often Repetition may be used within an ad COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Encourage Elaboration COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Encourage Elaboration Self-referencing: involves relating a stimulus to one’s own self and experiences The number and strength of potential linkages between new and stored information are enhanced Research supports the potential for encouraging self referencing through advertising copy COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Encourage Multiple Representations in Memory COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Encourage Multiple Representations in Memory If ad copy fails to evoke imagery, then including pictures in the ad will enhance the formation of visual representations and improve retrieval COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Encourage Multiple Representations in Memory If ad copy fails to evoke imagery, then including pictures in the ad will enhance the formation of visual representations and improve retrieval Visual representation of a brand name can increase its memorability COPYRIGHT © 2012 Cengage Learning Asia Visual Representations Can Increase Memorability of Brands COPYRIGHT © 2012 Cengage Learning Asia Visual Representations Can Increase Memorability of Brands COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember The Importance of Consistency COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember The Importance of Consistency An ad may convey the same meaning through the brand name, copy, and picture if they are presented in similar ways Consistency facilitates remembering When the ad copy conveys the same meaning as the name and picture, brand name recall is improved COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli Concrete words (such as dog or tree) can be visualized rather easily Abstract words (such as equality) are more difficult to represent visually Concrete brand names will be more easily remembered than abstract brand names COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli Brand name suggestiveness: the degree to which the brand name conveys a brand attribute Suggestive brand names can enhance recall of ad claims that pertain to the same attribute suggested by the brand name COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli Distinctive stimuli are easier to remember because they stand out and are less susceptible to interference Distinctive brand names and products are more memorable COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Use Closure Closure refers to the tendency to develop a complete picture or perception when elements in the perceptual field are missing The drive to “fill in” the missing parts increases the amount of thinking consumers undertake during stimulus processing, thus enhancing memory COPYRIGHT © 2012 Cengage Learning Asia The Use of Closure Can Increase Brand Memory COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Put Consumers in a Good Mood COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Put Consumers in a Good Mood Mood influences retrieval The favorableness of retrieved memories depends on whether mood is positive or negative Positive moods increase the chances of remembering favorable information Ads may use humor or music to influence mood COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Products That Help Consumer Remember COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Products That Help Consumer Remember A number of products claim their consumption will improve memory COPYRIGHT © 2012 Cengage Learning Asia This Product Promises to Improve Consumers’ Memory COPYRIGHT © 2012 Cengage Learning Asia How Companies Can Help Consumers to Remember Products That Help Consumer Remember A number of products claim their consumption will improve memory Products can be designed to evoke favorable memories or create and record important memories COPYRIGHT © 2012 Cengage Learning Asia Products Designed to Evoke Favorable Memories COPYRIGHT © 2012 Cengage Learning Asia
