Consumer Memory Processes
Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Mercurio, K. R. and Forehand, M. R. 2010. Consumer Memory Processes. Wiley International Encyclopedia of Marketing. 3.
- Published Online: 15 DEC 2010
Consumer memory refers to the processes that allow us to record and later retrieve experiences and information related to products, services, and consumption experiences. Consumer memory can be represented as an associative network or a massive network of associated ideas and concepts. When learning about brands, the strength of association between the brand node and other nodes will depend on how often the brand node is linked to the category with which it holds membership. Retrieval in associative networks occurs through a spreading activation process where the activation of a single node spreads to the nearby nodes. Retrieval cues are thought to improve target item recollection if the cues activate network nodes that are linked to the desired information. We examine a variety of marketing controlled factors or categories at the time of encoding and retrieval that influence memory performance.
- consumer behavior;
- associative networks;
- advertising contexts;
- cognitive processes