CH 16

COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation.
. Thomson, the Star logo, and South-Western are trademarks used herein under license.
Consumer Behavior
Roger D. Blackwell Paul W. Miniard James F. Engel
Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Thomson Business and Economics
5109 Natorp Boulevard Mason, OH 45040 8004230563

COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
CHAPTER 16
Helping Consumers to Remember
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

Advertisings 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

Remembering consists of:
Cognitive learning: getting information into memory Retrieval: getting it back out
Cognitive Learning: Rehearsal

Cognitive learning occurs when information processed in shortterm memory is stored in longterm memory

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

Rehearsal serves two functions:
Helps maintain information in shortterm memory Aids in the transfer of information in short-term memory to long-term memory

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
Cognitive Learning: Elaboration

Elaboration: the degree of integration between the stimulus and existing knowledge

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
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

Motivation plays a role in the amount of elaboration a person employs to remember
Intentional learning Incidental learning

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

Cognitive Learning: Mental Representations

Mental representations: the particular manner in which information is stored in long-term memory

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)

Dual coding proposes that information can be stored in both semantic and visual forms
Using Mental Representations To Increase Learning

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

Associative network: memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks
An Associative Network for Disney (partial)

Located in Orlando Magic Kingdom Disney
Epcot
Walt Disney World Resort
Parks
Animal Kingdom MGM Studios
Great Fun
Expensive
Retrieval
Retrieval: the activation of information stored in long-term memory that is then transferred into short-term memory The cycle of remembering
The Cycle of Remembering
Short-term Memory

Learning
Short-term Memory
Long-term Memory

Learning
Short-term Memory
Long-term Memory
Retrieval
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
Retrieval
Retrieval can be enhanced by retrieval cues: stimuli that activate information in memory relevant to the to-be-remembered information
Retrieval: Forgetting
Forgetting: the failure to retrieve something from memory
Decay theory: memories grow weaker with the passage of time
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
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
Retrieval: Recognition and Recall

Retrieval also depends on whether the information requires recall and recognition

Retrieval also depends on whether the information requires recall and recognition Recognition requires identifying something as familiar because weve seen it before With brand or ad recognition measures, the to-be-remembered information is provided

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
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

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

Brand recognition focuses on more than just the name
Showing the packaging in an ad helps recognition when in the store
Retrieval: Advertising Awareness

Many companies focus on what consumers remember about their advertising messages, rather than on how many remember seeing it

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?

Why should companies focus on what consumers remember about their advertising messages?
If consumers dont 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
How Companies Can Help Consumers to Remember

Get More Attention

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

Reminders

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

Reminders
Free stickers help consumers remember the companys information Free products act as mini-billboards and build goodwill The Internet is useful for delivering reminders and making recommendations to consumers
Helping Consumers to Remember with Reminders

Use Retrieval Cues

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
Helping Consumers to Remember with Retrieval Cues

Repetition

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

Encourage Elaboration

Encourage Elaboration
Self-referencing: involves relating a stimulus to ones 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

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

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
Visual Representations Can Increase Memorability of Brands
Visual Representations Can Increase Memorability of Brands

The Importance of Consistency

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

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

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

Distinctive stimuli are easier to remember because they stand out and are less susceptible to interference
Distinctive brand names and products are more memorable

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
The Use of Closure Can Increase Brand Memory

Put Consumers in a Good Mood

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

Products That Help Consumer Remember

A number of products claim their consumption will improve memory
This Product Promises to Improve Consumers Memory

A number of products claim their consumption will improve memory
Products can be designed to evoke favorable memories or create and record important memories
Products Designed to Evoke Favorable Memories

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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation.

5109 Natorp Boulevard Mason, OH 45040 8004230563

Helping Consumers to Remember

Helping Consumers Remember

Helping Consumers Remember

Helping Consumers Remember

Advertising may focus on activating consumers memory of past consumption experiences

Helping Consumers Remember

Cognitive Learning: Rehearsal

Cognitive Learning: Rehearsal

Cognitive Learning: Rehearsal

Cognitive Learning: Rehearsal

Cognitive Learning: Elaboration

Cognitive Learning: Elaboration

Cognitive Learning: Elaboration

Cognitive Learning: Elaboration

Knowledge allows more meaningful elaboration

Ability to learn depends on both individual and environmental factors

Cognitive Learning: Mental Representations

Cognitive Learning: Mental Representations

Cognitive Learning: Mental Representations

Using Mental Representations To Increase Learning

Cognitive Learning: Mental Representations

Cognitive Learning: Mental Representations

An Associative Network for Disney (partial)

Walt Disney World Resort

Animal Kingdom MGM Studios

The Cycle of Remembering

The Cycle of Remembering

The Cycle of Remembering

Decay theory: memories grow weaker with the passage of time

Retrieval: Recognition and Recall

Retrieval: Recognition and Recall

Retrieval: Recognition and Recall

Retrieval: Product Awareness

Retrieval: Product Awareness

Retrieval: Product Awareness

Showing the packaging in an ad helps recognition when in the store

Retrieval: Advertising Awareness

Retrieval: Advertising Awareness

Day-after recall (DAR): measures brand recall 24 hours after ad exposure

Retrieval: Advertising Awareness

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

Helping Consumers to Remember with Reminders

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

Helping Consumers to Remember with Retrieval Cues

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember

Visual Representations Can Increase Memorability of Brands

Visual Representations Can Increase Memorability of Brands

How Companies Can Help Consumers to Remember

How Companies Can Help Consumers to Remember