Short Term Memory Analysis

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Memory From previous studies it can be concluded that consumer perception on packaging has big impact on consumer buying behavior. Hence to make the perception last for pre purchase, it is important to have memorable factors that consumer would decide to store the brand’s packaging in their long term memory. Therefore, understanding consumer’s memory process is the key in understanding and achieving the right design of packaging resulting in higher chance of consumer remembering the brand’s product, enable them to recall and retrieve memory both inside the store and outside the store. Everyone has memory. Memory occurs when an events, people, information or things is important to them. If it is important enough, they will store it in their …show more content…

Information are gathered by five senses, hear, sight, touch, scent, taste. During sensory register, memory only last less than one second, it works through extremely fast speed (Solomon, 2015, p. 247). Short term memory or working memory on the other hand has longer expansion of time with duration no longer than twenty seconds where recognition takes two to five seconds to process information and five to ten seconds to recall (Solomon, 2015, p. 247). With limited capacity in short term memory, information is stored in chunks, only five to nine chunks at a time (Solomon, 2015, p. 250). Information are process two ways, processing information as a word, discursive processing or processing information as sensory form, imagery processing. Long term memory in contrary to sensory register and short term memory is unlimited in term of capacity, information can be permanently stored with visual and semantic storage (Bettman, 1979). Long term memory are structured in “Associative Network” where pieces of information are organized in of a form of spider web composes of nodes and links where nodes represents category of a word, idea or concept while links work as relationship among the nodes; links can be weak or strong depending on how a person weigh the importance of information (Solomon, 2015, …show more content…

Even though cues like logo, packaging, name, etc. are visible, accessible and easy to differentiate perceptually. Consumer still needs to depend on memory to make connection with the cues resulting in past learning of the product (Lynch, Chakravarti, Mitra, 1991; Warlop et al., 2005). Warlop et al. (2005) raised a point questioning if the extrinsic cues like packaging and brand names can ease precision in memory judgments if price of the product is deceiving cues to quality; take in consideration that when consumers encounter with complex cognitive process, there is a deposition that consumer will based their judgment only upon simple price conclusion (Warlop et al., 2005). More over, there is another point to look upon; based on consumer research investigation process upon consumer memory judgment, consumers make purchase decision from several factors appear on the store shelf in which assumption on product are made on the notion of extrinsic cue when consumer are unable to retrieve intrinsic attributes directly (Alba, Hutchinson, and Lynch, 1991; Banker, 2001; Pham and Johar, 1997; Warlop et al.,

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