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Memory / personality consumer behaviour unit - Essay Example

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Memory is defined as the recollection of past experiences. In marketing, it is a consumer’s personal storehouse of knowledge about products and service and consumption experience. It is comprised of two important parts: an experience, a second experience that is related to the first experience…
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Memory / personality consumer behaviour unit

Download file to see previous pages... Similarly, the interest of marketers also includes the perception of the consumers with inclusion of filtering and storage of memory. Most marketing firms rely on memory in ensuring that they meet their targets. Models of Memory Standard Model This type of memory is devoted to show that the memory of human beings is easily affected by the position of an item that is placed sequentially on list. This phenomenon is commonly referred to as serial- position effect. Thus, human beings are best at been able to recapture the first and last items on a particular list and tend to forget those that are the middle. This process of remembering the first items is known as the primary effect while the process of remembering the last items is known as the recency effect (Hoyer & Maclnnis,2008). Additionally, standard model of memory is argued to comprise of system that is further divided into three interacting systems namely: sensory memory ,short memory and the long term memory. First, the sensory memory which refer to the initial process of storing information that is perceived through our senses. It is known to hold a given piece of perception in mind temporally for both visual and auditory sensations, it lasts about 1-2 seconds after which the information could be dismissed or transfer it to short-term memory. For example during listening to my friend talk on the phone , I overheard my mother speaking about her backache because I can't pay attention for both of them I will store some of my mother talk and switch back to my friend’s talk. Second, short term memory (STM) is known to hold a limited amount of encoded information on a time frame of 15sesonds. The qualities of this type of memory divided to the two elements: capacity and the time needed to transfer information to the LTM. Transfer times as mentioned above allows the information to stay in STM 15 second at least before it is encode to LTM or decay. The other element is the capacity. Miller (1956) worked out that seven chunks of information approximately could memory handle at one time this because for keeping the ability of rehearsing these items. Also, on a more concrete level, the use of chunking has been proven to be a significant aid for enhancing the STM transfer to LTM. STM's capacity is limited to about seven items, regardless of the complexity of those items. Chunking allows the brain to automatically group certain items together, hence the ability to remember and learn better. Third, long term memory is argued to hold unlimited amount of information in the mind for a longer period of time: minutes to years (Hoyer &Maclnnis, 2008). The coding processes which lead the information transfer to LTM it may be the most crucial process for retention the message. Marketers can take advantage of the memory to create meaningful and unforgettable elements. Network Model This type of model is denoted to show that the memory of human beings has the tendency to keep information in form of node which is further connected with other information nodes. Essentially, nodes are perceived to have either semantic or affective. As a result, nodes have dictated the type of emotions and related associates that human beings experience (Hoyer &Maclnnis, 2008). Applications of the Memory to Marketing Marketing of products highly depends on consumer behaviour. As such, all marketers should ensure ...Download file to see next pagesRead More
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