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Psychology of Marketing & Advertising (Subject) / 3. How advertising affects consumer memory (Lesson)
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- phonological processing could be a rhyme Ja
- semantic processing Could be Capital letters False -> Does the word fit in the sentence “The man drank a glass of MEANING !! Words in semantic context recalled best
- Levels of processing approach found that Words in semantic context recalled best Ja
- Im Gegensatz zum Mehrspeichermodell, das von einem Kurz- und Langzeitgedächtnis ausgeht, postuliert Craik, dass bei der Verarbeitung neuer Informationen (Items) - und damit auch beim späteren Erinnern - die Art und das Ausmaß ihrer Elaboration (Verarbeitung) ausschlaggebend sind. Richtig
- Es gibt mehrere levels bei dem Encoding im levels of processing approach physikalisch (z. B. Schriftbild) - orthographical encoding akustisch (z. B. Klang) - phonological processing) semantisch (z. B. Wortbedeutung) - semantic processing selbstbezogen(eigenes Selbstkonzept) Die Behaltensleistung entspricht der Stufe der Verarbeitungsebene, so werden semantisch verarbeitete Informationen besser behalten (tiefe Verarbeitung) als nur graphisch wahrgenommene (flache Verarbeitung).
- Explicit memory Conscious, declarative, or recollective memory
- Implicit memory Unconscious memory
- The implicit memory is the conscious, declarative, or recollective memory False -> the Explicit memory
- Explicit memory consists of – Episodic memory • Specific event at specific place and time – Semantic memory • Mental thesaurus, abstracted concepts and rules (without context of acquisition)
- The semantic memory includes a context of acquisition False -> the episodic memory includes the context of acquisition. Semantic memory is a mental thesaurus
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- In Recognition Tests the P has to identify items that have been previously presented from list mixed with new items ja
- The standard way of testing advertising effectiveness is a Word stem completion False -> The standard way is via explicit memory - Free recall and Recognition tests
- Free-recall tests Recall as many items of those previously presented as possible
- Recognition tests Identify items that have been previously presented from list mixed with new items
- In Free recall tests the P has to Identify items that have been previously presented from list mixed with new items False -> in Recognition tests
- When previous experiences facilitate performance on subsequent tasks without us being aware of it is has been learned in Explicit memory False -> Implicit memory
- In Implicit memory we are not remembering the previous experience or its influence on our performance Ja
- Amnestic patients were unable to remember in recall and recognition tests but able to remember in implicit memory tests Ja
- In a Word stem completion the first letters of a word previously presented are given and Ps are asked to complete with the first word that comes to mind Ja
- E.g., COM_____ for ‘computer’ is a Fragment identification test False -> Word stem completion
- E.g., C_M_U_ER is a Lexical decision tast False -> Fragment identification Test
- In a word stem completion Ps are asked to decide whether it is a word or a no-word. Decisions about target ads are quicker False -> in the Lexical decision tast
- Implicit memory is important for the impact of incidental ad exposure Ja
- Preattentive processing effects are mediated by Explicit memory False -> Implicit memory
- Reminiscent of the levels of processing assumption is that the Incidental exposure is mediated by implicit memory and with conscious attention, info is processed by explicit memory Ja
- Serial position effects provide support for the multi-systems view of memory. Ja
- Priming is a technique to demonstrate distinction between explicit-implicit memory. Ja
- In Priming, exposure to an object/concept in one context increases accessibility of mental representation of that object/concept in mind. The activated or primed object/concept influences later decisions without our awareness Ja
- Der Begriff Priming bzw. Bahnung bezeichnet in der Psychologie die Beeinflussung der Verarbeitung (Kognition) eines Reizes dadurch, dass ein vorangegangener Reiz implizite Gedächtnisinhalte aktiviert hat. Ja
- When primed with negative traits, participants were more likely to see Donald in a negative light Ja
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- Supraliminal priming – Priming is part of a conscious task, but participants are not aware of the connection between the priming and the target task
- Subliminal priming Priming stimuli presented so briefly that remains unnoticed / beyond participants’ awareness (Usually 20-40 milliseconds)
- Subliminal priming is part of conscious task False -> Supraliminal priming is part of a conscious task
- Subliminal priming is part of conscious task False -> Supraliminal priming is part of a conscious task
- Semantic memory refers to the memory of a specific event at specific place and time. False
- Short-term memories can become long-term memory through a process involving rehearsal and meaningful association. Ja
- The multi-system view assumes that the short and long-term memory are separate systems Ja
- The level of processing approach assumes that short-term memory and long-term memory are separate systems False -> one unitary system
- Rehearsal increases likelihood that info is stored in long-term memory Ja
- Short-term memory is conscious awareness Ja
- Multi-component working memory model: Baddeley und Hitch konnten jedoch in empirischen Untersuchungen nachweisen, dass es möglich ist, mehrere Aufgaben unterschiedlichen Typs (z. B. das Rechnen komplexer Aufgaben oder das Merken von Wortreihen) gleichzeitig auszuführen. Hingegen stellten sie fest, dass mehrere Aufgaben des gleichen Typs (z. B. visuelle Aufgaben) nur sehr schlecht oder gar nicht parallel ausgeführt werden können. Hieraus schlussfolgerten sie, dass das Kurzzeitgedächtnis kein einheitliches System sei, sondern in mehrere Komponenten unterteilt werden könne. Ja
- Nach Baddeley und Hitch (1974) besteht das Arbeitsgedächtnis aus einer zentralen Exekutive (central executive), welche die Verteilung der Prioritäten der Arbeitsvorgänge regelt, der drei Speichermodule unterstehen: die phonologische Schleife (phonological loop), der räumlich-visuelle Notizblock (visuospatial sketchpad) sowie der episodische Puffer (episodic buffer). Diese sind für die Bearbeitung phonologischer (sprachbezogener) bzw. visueller Informationen, sowie für die Zusammenfügung von Informationen zu ganzheitlichen Episoden zuständig. Ja
- Subliminal priming stimuli presented so briefly like 10 milliseconds that remains unnoticed / beyond participants’ awareness False -> Usually 20-40 milliseconds