MKTG 330 Lecture Notes - Lecture 2: Echoic Memory, Short-Term Memory, Iconic Memory
Document Summary
Memory and understanding, implicit and explicit memory. Explicit: intentional learning: types of memory (multiple-storage approach) Sensory memory: very short-lived ( sec-2 secs) comes in through the 5 senses, lose it if it"s not processed (1) echoic memory: what we hear (2) iconic memory: what we see. Short term memory (stm): incoming info is encoded and interpreted, short lived duration (working memory) (1) limited capacity (but increased for higher involvement/motivation) Elaboration: info can be transferred into ltm if processed at deeper levels (more likely to elaborate on novel/different stimuli: how ltm is organized: Stronger links are more accessible (marketers strengthen links between brands and associations) (1) ex: mcdonald"s ignores bad rumors to weaken links (good thing) (2) ex: pop rocks addresses bad rumors which strengthened the links (bad thing) Spreading activation: seemingly random thoughts: can"t retrieve when links fade. Expertise: more about categories in memories, graded structure: some members represent categories better than others (ex: dogs)
