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Lecture 6
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Presentation of 4 pages for the course Consumer behavior at HAN (notes lectures)
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Week 6 hoorcollege Consumer BehaviorMemory and retrieval onthouden en terughalen
What is memory?
- Why is it important?
- What are the types of memory?
o Sensory memory
Very short lived
To hear, to smell, to see
Stored in actual sensory form
If information is not analysed, it is lost
o Short term memory (working memory)
Where we encode and interpret information
Discursive processing: words – apple
Imagery processing: sensory form - much closer resemblance to
real object. (picture smell, taste)
Characteristic
Limited
Short-lived
o Long term memory
Where information is permanently stored
Two types:
AUTONIOGRAPHICAL: knowledge we have about ourselves an
personal experiences.
implications: try to relate to autobiographical memories
Semantic
knowledge detached from autobiographical memory (textbook)
- Organization of long term
Definitie:
Memory’s involves a process of acquiring information and storing it over time so that it can be
retrieved when needed
The information consumers receive about an offering is often acquired at a different……..SCHOLA
How can we enhance memory? (Short Term Memory Long Term Memory)
- Chunking
o A group of items that can be processed as a unit
o Example: ezelsbruggetje
- Rehearsal
o Actively and consciously interacting with the material
o Example: jingle, sounds and slogans
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