The Role of Learning in Memory

1. Retrieving of information for purchase decisions

1.1. Factors influencing retrieval

1.1.1. State-dependent retrieval

1.1.2. Familiarity and recall

1.1.3. Salience and recall

1.1.4. Pictorial vs. verbal cues

1.2. Factors influencing forgetting

1.2.1. Passage of time

1.2.2. Retroactive interference

1.2.3. Proactive interference

1.2.4. Part-list cueing effect

2. Products as memory markers

2.1. The power of nostalgia

2.2. Memory and aesthetic preferences

3. Measuring memory for advertising

3.1. Recognition vs. recall

3.2. The Starch Test

3.3. Problems with memory measures

3.3.1. Response biases

3.3.2. Memory lapses

3.3.3. Memory for facts vs. feelings

4. Encoding of information for later retrieval

4.1. Types of memory

4.1.1. Semantic meaning

4.1.2. Episodic memories

4.1.3. Flashbulb memories

4.1.4. Narrative

4.2. Memory systems

4.2.1. Sensory memory

4.2.2. Short-time memory

4.2.3. Long-time memory

5. Storing of information of memory

5.1. Knowledge structure

5.2. Levels of knowledge

5.3. Spreading activation

5.3.1. Brand-specific

5.3.2. Ad-specific

5.3.3. Brand identification

5.3.4. Product category

5.3.5. Evaluative reactions