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Psychology of Marketing & Advertising (Subject) / 3. How advertising affects consumer memory (Lesson)

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• Memory ist asystem that allows us to record, store, and retrieve info acquired through senses and that influences how info is perceived, encoded, and stored Ja
• Encoding describes the process of transforming an internal stimulus into an external representation False -> Transforming an external stimulus into an internal representation 
• Retrieval ist Information retention over Time False -> Storage
• Storage in long term memory can be compared to the RAM of a computer False -> Storage in short term memory can be compared to the RAM of a computer
• 4 Phases of memory Encoding – Transforming an external stimulus into an internal representation Storage – Information retention over time • Short term (like RAM) • Long term (like hard drive) Retrieval – Finding info stored in memory Forgetting – Preventing info from being found 
• memory can be compared to man as information processor, because there is one big component of memory False -> because there are Different components of memory • RAM, hard drive 
• The computer metaphor was influences Influenced by computers in 1980’s False -> in the 1960's
• Short-term Memory is the briefest memory stores False -> Sensory memory with 0,1-1 s
• Sensory memory Could be considered part of perception Ja
• In long-term memory the info is not yet encoded, just stored in the sensory modality where it has been received for less than a second and then: either lost or transferred to short-term memory In sensory memory
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• Visual sensory memory is mostly studies False -> visual and auditory 
• in the Sensory memory Old info has to move out for new info to come in due to a very limited storage capacity False -> In short-term memory
• Long-term memory is the Workspace of thinking, problem solving, decision making False -> Short-term memory
• Verbal rehearsal can help retain short-term memory or transfer to long-term memory Ja
• Short-term memory stores nearly unlimited amount of info for nearly unlimited time False -> Long-term memory
• In the short-term memory the info must be encoded semantically False -> In the long-term memory
• Short-term and long-term memory indeed separate systems False ->  Supportive evidence for multi-systems view –  Speed of retrieval –  Capacity –  Serial position effects –  Memory codes –  Neuropsychology 
• Retrieval from short-term takes longer than retrieval from long-term False -> Retrieval from short-term faster than retrieval from long-term 
• in short-term memory there are pieces of unrelated information like Letters, words, categories, etc. Ja
• Magical Number Seven von A. Miller 1956 beschriebene Tatsache, dass ein Mensch gleichzeitig nur 7 ± 2 Informationseinheiten (Chunks) im Kurzzeitgedächtnis präsent halten kann. Ja
• Die Größe des Kurzzeitgedächtnisses ist genetisch festgelegt und kann auch durch Training nicht gesteigert werden. Ja
• Serial position effects describe how Recall is affected by the position of the item in a series Ja
• Due to primacy and recency effects Items presented at the beginning and at the end of the list are recalled earlier and more often Ja
• The Primacy effect aims to present items at the end of the list False -> The Primacy effect aims to present items at the beginning of the list
• Due to the Primacy effect people get the chance to retrieve info from short-term memory as it has not been pushed out yet False -> They get an Opportunity to rehearse and to Transfer to long-term memory 
• Due to the recency effect info remains in short-term memory and has not been pushed out yet Ja
• In the primacy effect info can be retrieved from short-term memory Falsoe -> it can be retrieven from long-term memory
• Bei der Erinnerung durch Sets spielen zentral gesteuerte Prozesse, wie Bewusstsein oder Aufmerksamkeit, in der Regel keine bedeutende Rolle. Ja
• Die Verankerung im Gedächtnis nimmt zu mit der Bedeutung, dem emotionalen Gewicht und der Anzahl der Assoziationen (Verknüpfung mit anderen Inhalten). Ja
• Das deklarative (explizite) und das prozedurale implizite Gedächtnis. Die unterschiedlichen Informationsformen sind unabhängig voneinander und werden in verschiedenen Gehirnarealen gespeichert Ja
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• Patienten mit einer Amnesie (Gedächtnisstörung) können im expliziten,deklarativen Gedächtnisses ungestörte prozedurale Gedächtnisleistungen aufweisen Ja
• Episodic Memory enthält das Weltwissen, von der Person unabhängige, allgemeine Fakten („Paris ist die Hauptstadt von Frankreich“, „Man hat eine Mutter und einen Vater“). False -> Semantic memory as part of explicit memory
• Im episodic Memory finden sich Episoden, Ereignisse und Tatsachen aus dem eigenen Leben (Erinnerung an Erlebnisse bei einem Besuch in Paris, das Gesicht und der Name des eigenen Vaters). Ja
• Das prozedurale Gedächtnis, auch Verhaltensgedächtnis, speichert automatisierte Handlungsabläufe bzw. Fertigkeiten. Ja
• Amnesia bezeichnet eine Form der Störung des Gedächtnisses für zeitliche oder inhaltliche Erinnerungen. Ja
• There are different form of coding in each part of memory – Short-term: acoustic or phonological coding – Long-term: semantic coding 
• The Atkinson–Shiffrin model (also known as the multi-store model or modal model) is a model of memory proposed in 1968 by Richard Atkinson and Richard Shiffrin.[1] The model asserts that human memory has three separate components: Ja
• „Computermetapher“ Kognition = short-term = Software („Programme“ und „Algorithmen“) Gehirn = long-term = Hardware (Physikalische „Implementierung)
• • Lernen = Enkodierung von Information • Gedächtnis = Speicherung von Information • Wissen = Repräsentation von Information • Erinnern = Abruf gespeicherter Information ja
• Kurzzeitige Aufrechterhaltung sensorischer Information in modalitätsspezifischem Kode • Visuell: Ikonisches Gedächtnis • Akustisch: Echo-Gedächtnis Ja
• For immediate recall, P's made more errors for items that sound similar (e.g., P and E) than items that look similar (e.g., P and R) and More errors for items that sound similar (e.g., man, can) than items with similar meaning (e.g., big, huge) Yes
• For delayed recall p's made more errors for items that sound similar (e.g., P and E) than items that look similar (e.g., P and R) and more errors for items that sound similar (e.g., man, can) than items with similar meaning (e.g., big, huge) False -> for immediate recall
• Amnesia patients have a perfectly functioning short-term memory but seriously impaired long-term memory or the other way aroung Ja
• The Multi-component working memory model sees memory as a unitary system and makes no distinction between separate subsystems False -> The levels of processing approach sees memory as a unitary system and makes no distinction between separate subsystems
• Levels of processing approach • Memory as a unitary system • No distinctions between separate subsystems • Focus on information processing 
• Multi-component working memory model • Working memory consists of several subsystems 
• Levels of processing approach assumes that Items remembered better the more we pay attention and the more deeply they are processed Ja
• The Levels of processing approach makes distinctions between different memory systems False -> the goal ist to abandon distinction between different memory systems, focus only on information processing 
• Levels of processing approach focuses only on information processing Ja
• orthographical encoding is encoding the word in capital letters Ja

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