Consumer Behavior Assignment: Marketing, Memory, and Retrieval

This assignment delves into the realm of consumer behavior, examining the influence of marketing stimuli on consumer decision-making. It begins by analyzing five examples of marketing stimuli, evaluating their impact on perception, word-of-mouth, and ultimate purchasing decisions. The assignment then explores the three key areas of memory storage: sensory, short-term, and long-term memory, explaining their roles in information processing. It defines and differentiates between recognition and retrieval, illustrating their connection to memory storage and how they impact consumer recall. Finally, the assignment investigates factors contributing to retrieval failure, such as decay and interference, while also suggesting methods to enhance memory retrieval. The paper uses examples of products and brands to support its arguments, which are referenced from scholarly articles.

CONSUMER BEHAVIOR
Running Head: Consumer Behavior 0

CONSUMER BEHAVIOR 1
Table of Contents
1. Examples.......................................................................................................................................2
2. Three areas of memory storage......................................................................................................2
Sensory memory................................................................................................................................2
Short term memory............................................................................................................................2
Long term memory............................................................................................................................2
3. Recognition and retrieval...............................................................................................................2
4. Factors...........................................................................................................................................3
References.............................................................................................................................................4

CONSUMER BEHAVIOR 2
1. Examples
 A large presence of book fair allows to purchase new books and interact with teachers in an
informal setting. This is the most important way to enhance knowledge. I consider books as
an important product to purchase as it will enhance the knowledge at large level.
 Clothes of peter England enhance the comfort of the body by wearing it. This forces me to
grab it even at a high cost as it provides professional look as well.
 Taste of McDonald pulls large number of customers as it presents a new product with
delicious taste. Product contains good number of nutrition’s. I considered the food of
McDonald in my breakfast as a daily routine
 Automobile organization Hyundai is known for its good feature, design, and innovation. It
brings a new feature that is known as an auto gear shift. I considered it as a set of buy.
 Shoes of Nike increase the level of running and support to health. This enhances the level of
running and I am a lover of sport and health conscious and consider it as a set of purchase.
2. Three areas of memory storage
There are three distinct areas and proposed by Richard Shiffrin and Richard Atkinson.
Following are the areas of memory storage (John, 2011).
Sensory memory
This type of memory stores sensory events like sights, tastes, and sounds. Sensory
information about smells, sights, sounds, and texture don’t know as valuable information. If
something there is valuable than information will transfer to a system of short term memory.
Short term memory
This is a system of temporary storage. This is called working memory. This takes information
from sensory memory. The storage capacity of short term memory is lasts 20 seconds.
Long term memory
This is continuous storage of information. It has no limit for storage. This store all things that
are necessary to remember and happened years, weeks, and days ago.
3. Recognition and retrieval
Memory retrieval and recognition occurred in areas of memory storage. These affect and
inform interim in many variables. These allow people to remember many times for a longer
period and enhance the chance of identification. Memory retrieval occurred in many ways
and affect according to the information in the meantime and other variables. Effects related to

CONSUMER BEHAVIOR 3
many types of recall and studied in psychology like serial recall, cued recall, and free recall.
Serial recall supports a person to recognize events order from the beginning of a list in the
words from middle or end and still available in short term memory. Free recall is subject to
regency and primacy effects. Cud recall affects a person by a list to remember and specified
cues during the phase of testing to aid in memories retrieval. This support to participate in a
better way and recall the world. Memory recognition support to recollect, remember and
know respectively tasks. This is a deal and associated with the previous experiment. This is a
fundamental and control process automatically (Ponting, 2016).
4. Factors
A person that not able to retrieve memory sometime. This happens because of decay that is a
natural procedure and occurs due to decline neural connection as per unused muscle (Holder,
2011). The direct access perspective is not strong enough but triggers the state. The
inferential perspective posits that infer knowledge of target world and divide according to
clues that are not reachable in memory. Proactive interference supports similar context and
past information. It indeed supports to remember information. Retroactive interference
enhance and present new information by remember and present the initial list (Alemdag,
2013).

CONSUMER BEHAVIOR 4
References
Alemdag, E., 2013. The Reasons of Retrieal Failures. [Online]
Available at: https://.metu.edu.tr/e166682/2013/01/27/the-reasons-of-retrieval-failure-in-
long-term-memory/
[Accessed 20 08 2019].
Holder, J., 2011. The Peak Performance. [Online]
Available at: http://thepeakperformancecenter.com/educational-learning/learning/memory/
forgetting/
[Accessed 20 08 2019].
John, P., 2011. Storage. [Online]
Available at: https://courses.lumenlearning.com/wmopen-psychology/chapter/reading-
storage/
[Accessed 19 08 2019].
Ponting, S., 2016. Lumen. [Online]
Available at: https://courses.lumenlearning.com/boundless-psychology/chapter/step-3-
memory-retrieval/
[Accessed 19 08 2019].