Exploring Memory and Priming in Consumer Behavior
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Chapter Five
Memory and Priming
Learning Activity on
Essentials Ch. 5- changing
minds about what’s edible
•
How would you use the Ch. 6
discussion of memory to develop a
message to convince consumers in the
US to try food containing crickets?
•
Look online for companies that sell
cricket-based food. How are they
marketing crickets? Who are they
targeting
•
USA Today Food Trends
Market for
Edible
Insects
What’s in our long-
term memory?
Three types of content
•
Semantic or declarative
memory
Knowledge, beliefs
•
Procedural memory
How to _____
•
Autobiographical memory
Experiences we remember
What is semantic
(declarative) memory?
•
Store of knowledge about places
(including branded establishments),
people, animals, objects (including
branded goods), and ideas
•
An associative network consisting of
nodes-concepts, nouns- with links
among them- relationship
descriptors, verbs
•
Enables us to
•
make and verbalize meanings
•
comprehend connections
among concepts.
Properties of semantic memory
Schemas are
well-organized
A schema is
an organized network of
knowledge
about a particular concept
Schema for “animal”
Schemas are
malleable
New brands/items in existing
product categories
Spotify's pivot
New brands, hybrid products
Technology advances- e.g.,
multifunction devices
Scripts in semantic memory
Action sequences for different contexts
learned from others
taught by marketers
Apple taught us new scripts:
Apple taught the world smartphone
New technologies, new scripts
Autobiographical Memory
…includes vivid recollections (or reconstructions) of
multisensory experiences and it is colored by emotion.
Rather than an accurate moment-by-moment recording
of events, an autobiographical memory is constructed
and reconstructed as we recall and recount it, so that in
the end it becomes a story of a story ad infinitum.
Experiencing self vs remembering self
Which one does taking photos/videos focus on?
Priming and Memory
•
Priming occurs when something in the environment causes
subtle changes in our cognitions, affect, or behavior without
our awareness; in effect, the environmental cue
primes
the
response, much as you would prime a pump.
•
Perceptual priming
•
Conceptual priming
•
Apple really does make you think different
In this content, we delve into memory and priming in consumer behavior, exploring how these concepts influence consumer decisions. Discover the market for edible insects, types of memory, properties of semantic memory, and the malleability of schemas. Learn about the use of scripts in semantic memory and how they shape consumer behavior.
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Presentation Transcript
Essentials of Consumer Behavior, 2 Essentials of Consumer Behavior, 2nd ndEd. Ed. Debra Stephens Debra Stephens Chapter Five Memory and Priming
Learning Activity on Essentials Ch. 5- changing minds about what s edible How would you use the Ch. 6 discussion of memory to develop a message to convince consumers in the US to try food containing crickets? Look online for companies that sell cricket-based food. How are they marketing crickets? Who are they targeting USA Today Food Trends
Market for Edible Insects
Whats in our long- term memory? Three types of content Semantic or declarative memory Knowledge, beliefs Procedural memory How to _____ Autobiographical memory Experiences we remember
What is semantic (declarative) memory? Store of knowledge about places (including branded establishments), people, animals, objects (including branded goods), and ideas An associative network consisting of nodes-concepts, nouns- with links among them- relationship descriptors, verbs Enables us to make and verbalize meanings comprehend connections among concepts.
Properties of semantic memory Very well- organized Highly malleable Searchable
Schemas are well-organized A schema is an organized network of knowledge about a particular concept Schema for animal
Schemas are malleable New brands/items in existing product categories Spotify's pivot New brands, hybrid products Technology advances- e.g., multifunction devices
Scripts in semantic memory Action sequences for different contexts learned from others taught by marketers Apple taught us new scripts: Apple taught the world smartphone New technologies, new scripts
Autobiographical Memory includes vivid recollections (or reconstructions) of multisensory experiences and it is colored by emotion. Rather than an accurate moment-by-moment recording of events, an autobiographical memory is constructed and reconstructed as we recall and recount it, so that in the end it becomes a story of a story ad infinitum. Experiencing self vs remembering self Which one does taking photos/videos focus on?
Priming and Memory Priming occurs when something in the environment causes subtle changes in our cognitions, affect, or behavior without our awareness; in effect, the environmental cue primes the response, much as you would prime a pump. Perceptual priming Conceptual priming Apple really does make you think different
