MKTG 35035 Lecture Notes - Lecture 14: Sensory Memory, Habituation, Toothpaste

• School: Kent State University
• Department: Marketing
• Course: MKTG 35035
• Professor: Theresa Melotti

Document Summary

Understanding is when you have interpreted my image, symbol, sensory experience, ad, etc. the way i wanted you to, when you get the message. Source: credibility, trustworthiness, similarity, attractiveness, likeability, expertise, congruence. Timing: amount of time to process, time of day. The process of acquiring information and storing it over time so that it will be available when needed. In other words, it is not enough that the consumer have the information and understanding at the time of the communication or ad. They have to be able to access that information later, when they are making a purchase decision. Researchers believe that we have three memory systems: Short-term memory: brief storage of information in the immediate moment. Long-term memory: long-term storage of information, what we usually think of as memory. Encoding is the process through which information moves from sensory memory to long-term memory. Many pieces of information enter our short-term memory.