Memory in Consumer Behaviour

1321 Words6 Pages
Memory is the total accumulation of prior learning experiences. It affects every aspect of human being’s daily life including some of the consumer behaviors. Whatever information is customer store about a product may be retrieved later and used to influence how customer act towards it and the decision they make about it. To maximize an advertisement’s efficiency, marketers should make their advertisement easy to be remembered. However, the knowledge about memory especially the chunking strategy will help marketers a lot to perform better to advertising their products. Even some marketers have already known how memory affect customer in the decision making process, much of their marketing information is never attended too or even, forgotten by customer. This was because of the structural and functional limitations of consumer memory (O'Donnell & Brown 2011). However, the memory processes involve three main stages: encoding, storage and retrieval. Encoding is a biological event beginning with perceived items through the senses (The human memory 2012). Storage is the step to retain the information. Then the final step of memory process is retrieval of memory, usually called recall which is the process of calling back the stored information from human brain. It is well known that memory has been divided into three parts: sensory memory, short-term memory (STM) and long-term memory (LTM). Firstly, Sensory memory allows individuals to retain impressions of sensory information after the original stimulus has ceased (Coltheart 1980). That is the ability to look at an item and remember what it looks like with just few seconds. For example, in most situations, the LED light or the advertisement board on the busy street will be store by people in the sensory memory unless they are intending to look for a specific shop. Short-term memory is the capacity for storing a
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