Consumer Behaviour Course Review
Course Review – Consumer Behaviour, 40% of Grade
Exam format:
Part A – 2 Questions, Lecture One
Question One – 3 marks (“Define Consumer Behaviour”) Question Two – 2 marks
Part B – 5 out of 8 Questions, 7 marks each – Questions based on the following topics Lecture 4 – Memory and Retrieval (1 question)
Research indicates that there are three categories of memory; sensory, short term and long term memory. Once information is gathered, it can then be retrieved, recognised or recalled. Chapter seven looks into the processes behind the transferral of memory into long and short term, and also what affects our ability to recall stored information.
Sensory memory is stored within the sensory store and is part of the short term memory bank. Memory is recalled when our attention is quickly switched from what we are focussing on, to our sensory store to interpret the message. Television ads with the brand name at the end are an example. The two most commonly studied areas of our sensory perception are echoic and iconic memory storage.
Echoic Memory – Echo = Memory from sound
Iconic Memory – Icon = Memory from stored images
Short term memory
Short term memory is where incoming information is encoded and interpreted as it occurs, and is stored based on existing knowledge. Interpreting a text book as you read it is using short term memory. Chapter four discusses ‘the processes of knowing and understanding’ which directly correlates to short term memory. Short term memory is extremely important, and can be negated if we are distracted or are not paying attention to the incoming information.
Short term memory is limited and short lived.
Limited – Remembering a sequence of numbers, around 8 or 9 is the limit. Shopping list
Short Lived – Do you remember your shopping list from three weeks ago?
Remembering names and forgetting two minutes later. Short term memory can be impacted by distractions such as music and visual surroundings.
Two
Exam format:
Part A – 2 Questions, Lecture One
Question One – 3 marks (“Define Consumer Behaviour”) Question Two – 2 marks
Part B – 5 out of 8 Questions, 7 marks each – Questions based on the following topics Lecture 4 – Memory and Retrieval (1 question)
Research indicates that there are three categories of memory; sensory, short term and long term memory. Once information is gathered, it can then be retrieved, recognised or recalled. Chapter seven looks into the processes behind the transferral of memory into long and short term, and also what affects our ability to recall stored information.
Sensory memory is stored within the sensory store and is part of the short term memory bank. Memory is recalled when our attention is quickly switched from what we are focussing on, to our sensory store to interpret the message. Television ads with the brand name at the end are an example. The two most commonly studied areas of our sensory perception are echoic and iconic memory storage.
Echoic Memory – Echo = Memory from sound
Iconic Memory – Icon = Memory from stored images
Short term memory
Short term memory is where incoming information is encoded and interpreted as it occurs, and is stored based on existing knowledge. Interpreting a text book as you read it is using short term memory. Chapter four discusses ‘the processes of knowing and understanding’ which directly correlates to short term memory. Short term memory is extremely important, and can be negated if we are distracted or are not paying attention to the incoming information.
Short term memory is limited and short lived.
Limited – Remembering a sequence of numbers, around 8 or 9 is the limit. Shopping list
Short Lived – Do you remember your shopping list from three weeks ago?
Remembering names and forgetting two minutes later. Short term memory can be impacted by distractions such as music and visual surroundings.
Two