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Question: Describe the “separate systems” theories of memory that are widely used in the consumer behavior literature. Compare and contrast the theories. What theory is the most dominant in the consumer behavior literature

18 Oct 2022,10:19 PM

 

question1
a. Describe the “separate systems” theories of memory that are widely used in the consumer behavior literature. Compare and contrast the theories. What theory is the most dominant in the consumer behavior literature? Provide an example of a consumer behavior phenomenon that is explained by the “separate systems” theories of memory you have described.
b. Describe the SCAPE framework of memory. Compare and contrast to the “separate systems” theories of memory. Provide an example of a consumer behavior phenomenon that is explained by the SCAPE framework of memory you have described.

  1. ch-3
  2. Shapiro, Stewart and Mark T. Spence (2002), “Factors Affecting Encoding, Retrieval, and Alignment of Sensory Attributes in a Memory-Based Brand Choice Task,” Journal of Consumer Research, 28 (March), 603-617
  3. Johar, Gita Venkataramani, Durairaj Maheswaran and Laura A. Peracchio (2006), “MAPping the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion,” Journal of Consumer Research, 33 (June), 139-149.
  4. Braun, Kathryn A. (1999), “Postexperience Advertising Effects on Consumer Memory,” Journal of Consumer Research, 25 (March), 319-334.

 

 

question 2

Define and explain the strength model of self-control. Provide a practical example
of how the strength model of self-control impacts consumer behavior.

  1. ch-23
  2. Wan, Echo Wen and Nidhi Agrawal (2011), “Carryover Effects of Self-Control on Decision Making: A Construal-Level Perspective,” Journal of Consumer Research, 38 (1), 199-214.

 

question3
Define and explain consumer culture theory and explain how consumer culture theory has contributed to consumer research.

  1. ch-35
  2. Arnould, Eric J. and Craig J. Thompson (2005), “Consumer Culture Theory (CCT): Twenty Years of Research,”Journal of Consumer Research, 31 (4), 868-882.

Expert answer

 

There are two dominant theories of memory that are widely used in the consumer behavior literature: the medial temporal lobe (MTL) theory and the multi-store model (MSM).

 

The MTL theory, which was first proposed by Milner and Pillsbury in 1965, suggests that there are three separate systems involved in memory: the semantic system, the episodic system, and the procedural system. The semantic system is responsible for remembering facts and general knowledge, the episodic system is responsible for remembering specific events or experiences, and the procedural system is responsible for remembering how to do things.

 

The MSM model, which was first proposed by Atkinson and Shiffrin in 1968, suggests that there are three separate stores involved in memory: the sensory store, the short-term store, and the long-term store. The sensory store is responsible for storing information from the environment for a very brief period of time, the short-term store is responsible for storing information from the environment for a longer period of time but not indefinitely, and the long-term store is responsible for storing information indefinitely.

 

Both of these theories have been supported by empirical evidence and are widely used in the consumer behavior literature. However, there is still some debate as to which model is more accurate.

 

The medial temporal lobe (MTL) theory is the most dominant theory in the consumer behavior literature.

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