Recognition & Recall
1. Recognition and recall are not the same thing. Describe how these two concepts differ. Develop examples of how recognition and recall can each be important for marketers.
Consumers retrieve information through two retrieval systems, which is from either their:
a) Explicit memory
b) Implicit memory
Implicit memory is unrehearsed and deals with memory for things without consciously trying to remember them. For example, driving a car.
• How can you have memory of something you cannot explicitly remember? A brief exposure to say the brand name – Caterpillar – can activate or prime the word caterpillar in your memory and bring this word to mind
Explicit memory, however, is memory from some prior episode achieved by active attempts to remember. For example, remembering where the closest convenience store is. Information is retrieved from ones explicit memory by either recognition or recall.
Recognition is when we can identify something we have seen before. This may be a recollection of an advertisement (remembering that we have seen it before) or brand recognition.
Brand recognition is particularly important when making instore displays as it helps us identify or locate the brands we want to buy. Logos on brands or packages are particularly useful in enhancing brand recognition. This is because individuals may not recall an item, however may recognize it once seen on the stores shelf.
Recall is the ability to retrieve information from memory. It involves more extensive activation of links in memory. For example, when noticing a Pepsi display, recall is used to retrieve knowledge about Pepsi as an input for decision making. Such as remembering its product attributes such as taste and lower calories. There are two types of recall:
i) Free recall (no help) ii) Cued recall (with help)
Recognition and recall is extremely important for marketers because;
- Marketing communications aim to increase recall and recognition through strong brand
Consumers retrieve information through two retrieval systems, which is from either their:
a) Explicit memory
b) Implicit memory
Implicit memory is unrehearsed and deals with memory for things without consciously trying to remember them. For example, driving a car.
• How can you have memory of something you cannot explicitly remember? A brief exposure to say the brand name – Caterpillar – can activate or prime the word caterpillar in your memory and bring this word to mind
Explicit memory, however, is memory from some prior episode achieved by active attempts to remember. For example, remembering where the closest convenience store is. Information is retrieved from ones explicit memory by either recognition or recall.
Recognition is when we can identify something we have seen before. This may be a recollection of an advertisement (remembering that we have seen it before) or brand recognition.
Brand recognition is particularly important when making instore displays as it helps us identify or locate the brands we want to buy. Logos on brands or packages are particularly useful in enhancing brand recognition. This is because individuals may not recall an item, however may recognize it once seen on the stores shelf.
Recall is the ability to retrieve information from memory. It involves more extensive activation of links in memory. For example, when noticing a Pepsi display, recall is used to retrieve knowledge about Pepsi as an input for decision making. Such as remembering its product attributes such as taste and lower calories. There are two types of recall:
i) Free recall (no help) ii) Cued recall (with help)
Recognition and recall is extremely important for marketers because;
- Marketing communications aim to increase recall and recognition through strong brand