Post by account_disabled on Mar 9, 2024 9:01:00 GMT
Memories of a brand represent the salient and vivid signals in the minds of consumers of the products or services they have already tried, or have already heard about, or have encountered in any way on their way, both through the media and in shop windows. The study of brand memory excludes purely impulse purchases , of course, where a decision is made solely based on information about the product in the surrounding environment. So in the case of prior knowledge, what do consumers remember about a brand? How do they recall it in their memory, and why? In this article we will explore the different types of memory and data storage relating to product and service brands , along with some working ideas for brand managers who build and communicate brand identity on a daily basis.
In detail we will talk about: From stimulus to long-term memory Remember Germany Phone Number information and events How the memory of a brand is formed Differential impact on brand perception Bibliography How and why we remember (or forget) a brand [Part 1] Introduction to consumer psychology An exercise for those who want to understand consumer behavior, their needs and habits to enhance their corporate communication. DOWNLOAD THE GUIDE Studies that are interested in how certain memories are imprinted in the consumer's mind imply the consumer's previous knowledge or experience with a brand, elements that naturally influence choice and consumption and which make the topic attractive for brands on the multi-faceted, varied and over-stimulating market. Consumer attitudes and behaviors, in fact, are affected by the possibility of recovering information on the product or service of interest. In fact, our memory works like a controller for all the knowledge acquired, on their desirability or danger, on preferences and even on attraction.
Consumer psychology studies normally distinguish two types of brand memory: Semantic memory , that is, that part of memory which concerns general knowledge and which is the result of information or learned behaviour, beyond the context in which one finds oneself Episodic memory , or the archive of the detail and context of a particular experience In studies concerning brand memory, it emerges that consumers can have both semantic and episodic memories, so semantic memories related to the brand essentially deal with cognitive knowledge of the brand, while autobiographical memories store the brand in memory based on the contact or personal and emotional perception had with and on the brand itself. Given the crucial role of brand memory in consumer decision-making and preference-building , it is obvious that the topic represents an interesting opportunity for marketers.
In detail we will talk about: From stimulus to long-term memory Remember Germany Phone Number information and events How the memory of a brand is formed Differential impact on brand perception Bibliography How and why we remember (or forget) a brand [Part 1] Introduction to consumer psychology An exercise for those who want to understand consumer behavior, their needs and habits to enhance their corporate communication. DOWNLOAD THE GUIDE Studies that are interested in how certain memories are imprinted in the consumer's mind imply the consumer's previous knowledge or experience with a brand, elements that naturally influence choice and consumption and which make the topic attractive for brands on the multi-faceted, varied and over-stimulating market. Consumer attitudes and behaviors, in fact, are affected by the possibility of recovering information on the product or service of interest. In fact, our memory works like a controller for all the knowledge acquired, on their desirability or danger, on preferences and even on attraction.
Consumer psychology studies normally distinguish two types of brand memory: Semantic memory , that is, that part of memory which concerns general knowledge and which is the result of information or learned behaviour, beyond the context in which one finds oneself Episodic memory , or the archive of the detail and context of a particular experience In studies concerning brand memory, it emerges that consumers can have both semantic and episodic memories, so semantic memories related to the brand essentially deal with cognitive knowledge of the brand, while autobiographical memories store the brand in memory based on the contact or personal and emotional perception had with and on the brand itself. Given the crucial role of brand memory in consumer decision-making and preference-building , it is obvious that the topic represents an interesting opportunity for marketers.