scholarly journals Recall vs. Recognition: How the Strength of Sponsor Awareness Influences the Perceived Brand Personality

2021 ◽  
pp. 47-59
Author(s):  
Andreas Runkel ◽  
Holger Preuß
Keyword(s):  
Brand Image ◽  
Brand Personality ◽  
Test Procedure ◽  
Marketing Research ◽  
Federal State ◽  
Long Term Memory ◽  
Brand Associations ◽  
Sports Events ◽  
The One

Aim: The aim of this paper is to investigate whether remembering a sponsor actively (recall) or passively (recognition) has an influence on the perceived brand image. Because brand personality is a psychological and multi-dimensional construct, it is worthwhile to investigate the influence of information retrieval from the long-term memory. Study design:  The study contains two independent samples. On the one hand spectators were interviewed at different sports events that were sponsored by the same brand (field sample). Additionally, a representative sample of the population was drawn and questioned about the same brand outside the environment of sports events (online sample). Place and Duration of Study: Both samples were collected in the federal state of Rhineland-Palatinate in Germany within a period of four months. Methodology: In total, 2761 questionnaires from spectators and 1000 questionnaires from representative online sample of the population in the same region were collected. Regression analyses were conducted to compare the influence of sponsor awareness on brand image with other drivers of image transfer found in literature. Results: Both tests (recall and recognition) show a significant influence on brand image, but they defer in the extent and the addressed dimensions of brand personality. Logistic regressions show that a low sponsor awareness is sufficient to strengthen some general positive brand associations, whereas it requires a higher sponsor awareness to raise intended associations successfully. Conclusion: The strength of sponsor awareness should be considered when selecting the test procedure (recall or recognition test) for measuring image outcomes – both in marketing research and sponsorship controlling. Depending on the type of objectives the sponsor wants to achieve, this can be crucial for a sponsor in strategic management.

scholarly journals ‘BAKWATA is Like a Dead Spirit to Oppress Muslims’

Utafiti ◽  
2020 ◽  
Vol 14 (2) ◽  
pp. 223-241
Author(s):  
Frans Wijsen ◽  
Peter Tumainimungu Mosha
Keyword(s):  
Religious Diversity ◽  
Management Style ◽  
Long Term Memory ◽  
Election Campaigns ◽  
East African ◽  
Term Memory ◽  
Welfare Society ◽  
The One ◽  
Ruling Party

Abstract During the 2015 general election campaigns in Tanzania, a controversy arose between the ruling party and the opposition coalition, concerning the proposed constitution draft and the position of Zanzibar within the Union. Beyond this controversy, there have existed the impacts of Islamic revivalism on the one hand, and a fear for the perpetuation of Islam in Tanzania on the other – issues which have played a significant role in the country since Independence. In this paper, we focus in particular upon popular Muslim preachers, such as Ponda Issa Ponda, who complain that the National Muslim Council of Tanzania [BAKWATA] is just an extension of the mainstream government – an organisation which is unsympathetic to Muslims’ interests, which violates Muslims’ rights, and which functions contrary to its own purpose. This complaint draws on long-term memory, reaching back even further than the 1968 banning of the East African Muslims Welfare Society [EAMWS]. Two interesting questions are addressed here concerning a central state’s involvement in religious affairs under multi-party rule: How has the Tanzanian government managed religious diversity? And how should its management style be evaluated, given the perspective that has developed with the shift in focus from ‘government’ to ‘governance’ in policy and management sciences?

scholarly journals The evidence for hippocampal long-term potentiation as a basis of memory for simple tasks

2008 ◽  
Vol 80 (1) ◽  
pp. 115-127 ◽  
Author(s):  
Iván Izquierdo ◽  
Martín Cammarota ◽  
Weber C. Da Silva ◽  
Lia R.M. Bevilaqua ◽  
Janine I. Rossato ◽  
...  
Keyword(s):  
Long Term Potentiation ◽  
Brain Regions ◽  
Memory Formation ◽  
Long Term Memory ◽  
Ca1 Region ◽  
Term Potentiation ◽  
The One ◽  
Similar Task ◽  
Stimulation Of

Long-term potentiation (LTP) is the enhancement of postsynaptic responses for hours, days or weeks following the brief repetitive afferent stimulation of presynaptic afferents. It has been proposed many times over the last 30 years to be the basis of long-term memory. Several recent findings finally supported this hypothesis: a) memory formation of one-trial avoidance learning depends on a series of molecular steps in the CA1 region of the hippocampus almost identical to those of LTP in the same region; b)hippocampal LTP in this region accompanies memory formation of that task and of another similar task. However, CA1 LTP and the accompanying memory processes can be dissociated, and in addition plastic events in several other brain regions(amygdala, entorhinal cortex, parietal cortex) are also necessary for memory formation of the one-trial task, and perhaps of many others.

Neuropsychological Investigations of Human Amnesia: Insights Into the Role of the Medial Temporal Lobes in Cognition

2017 ◽  
Vol 23 (9-10) ◽  
pp. 732-740 ◽  
Author(s):  
Mieke Verfaellie ◽  
Margaret M. Keane
Keyword(s):  
Long Term Memory ◽  
Medial Temporal Lobes ◽  
Theoretical Understanding ◽  
Temporal Lobes ◽  
The Past ◽  
Clinical Disorders ◽  
Nuanced Understanding ◽  
The One

AbstractThe past 30 years of research on human amnesia has yielded important changes in our understanding of the role of the medial temporal lobes (MTL) in memory. On the one hand, this body of evidence has highlighted that not all types of memory are impaired in patients with MTL lesions. On the other hand, this research has made apparent that the role of the MTL extends beyond the domain of long-term memory, to include working memory, perception, and future thinking. In this article, we review the discoveries and controversies that have characterized this literature and that set the stage for a new conceptualization of the role of the MTL in cognition. This shift toward a more nuanced understanding of MTL function has direct relevance for a range of clinical disorders in which the MTL is implicated, potentially shaping not only theoretical understanding but also clinical practice. (JINS, 2017, 23, 732–740)

scholarly journals Learning and memory

1989 ◽  
Vol 8 (1) ◽  
pp. 12-24
Author(s):  
P. A. J. Ryke
Keyword(s):  
Short Term Memory ◽  
Cultural Learning ◽  
Long Term Memory ◽  
Latent Learning ◽  
Short Term ◽  
Term Memory ◽  
The One ◽  
Definition Of

Under various circumstances and in different species the outward expression of learning varies considerably, and this has led to the classification of different categories of learning. Just as there is no generally agreed on definition of learning, there is no one system of classification. Types of learning commonly recognized are: Habituation, sensitization, classical conditioning, operant conditioning, trial and error, taste aversion, latent learning, cultural learning, imprinting, insight learning, learning-set learning and instinct. The term memory must include at least two separate processes. It must involve, on the one hand, that of learning something and on the other, at some later date, recalling that thing. What lies between the learning and (he remembering must be some permanent record — a memory trace — within the brain. Memory exists in at least two forms: memory for very recent events (short-term) which is relatively labile and easily disruptable; and long-term memory, which is much more stable. Not everything that gets into short-term memory becomes fixed in the long-term store; a filtering mechanism selects things that might be important and discards the rest.

scholarly journals Exploring Brand Personality in Higher Education

2021 ◽  
Author(s):  
Antra Roskosa ◽  
◽  
Yulia Stukalina ◽  
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Global Education ◽  
Brand Image ◽  
Tertiary Education ◽  
Brand Personality ◽  
Brand Associations ◽  
Complex Concept ◽  
Marketing Orientation ◽  
Equity Model

The increasing role of branding in the higher education sector is closely associated with the enhanced marketing orientation of a modern university. This, in turn, is determined by intensified competition between higher education institutions for students, staff, sponsors and research funding. A strong university’s brand related to excellent academic reputation can become a means for gaining competitive advantage in the global education marketplace. Brand is regarded as a complex concept comprising different constituents, brand image being an essential branding facet. Brand image is linked to customers’ perceptions of a brand that are echoed by a set of brand associations – usage situations, product attributes and brand personality. The aim of the paper is to explore brand personality in higher education based on the data collected in two tertiary education institutions – RTU (Riga Technical University) and TSI (Transport and Telecommunication Institute). The study makes use of the conceptual customer-based brand equity model (CBBE) created by K.L. Keller, which assumes that brand equity is closely related to strong positive and exclusive brand associations that can be expressed as brand benefits, attitudes and attributes, brand personality attributes being an essential aspect of brand equity. For exploring brand personality, the paper also applies the brand personality framework, including brand personality dimensions and associated attributes, developed by J.L. Aaker. The paper reports the results of a survey used to collect information about RTU and TSI students’ perceptions of different brand personality attributes. The results of the empirical study demonstrate that every university is recommended to be tolerant, open-minded and respected. The base of it lies on the same ground – the respect towards the personality. Moreover, every university is also recommended to become a “modern brand”, innovation, creativity and thinking “out of the box” being essential characteristics of the brand. The results of the study would contribute to overall understanding of brand personality in higher education, and how it may influence preference for a brand in educational settings.

Long-Term Memory of Pigeons for Stimulus-Outcome Associations Involving Multiple Stimuli, each Seen in a Single Brief Trial

1992 ◽  
Vol 45 (2b) ◽  
pp. 81-98 ◽  
Author(s):  
Euan M. Macphail ◽  
Steve Reilly ◽  
Mark Good
Keyword(s):  
Recognition Memory ◽  
Phase 1 ◽  
Cycle Phase ◽  
Long Term Memory ◽  
Phase 2 ◽  
Phase 3 ◽  
Term Memory ◽  
The One ◽  
High Level

Experiment 1 explored performance of pigeons in two versions of a shortterm recognition memory procedure. In one version responding to entirely novel slides was rewarded, and responding to familiar slides (slides seen once, for 10 sec) was not rewarded; in the other version, responding to familiar slides was rewarded. Performance was initially below chance in both versions of the procedure. This result indicated that in this procedure associations were formed between the slides and the outcome (reward or non-reward) that followed their presentation. The result also suggested that the true capacity of pigeon recognition memory cannot be assessed using these procedures, as performance is inevitably disrupted by the bird's associative memory. The tendency of pigeons to form one-trial associations was exploited in Experiment 2. Phase 1 consisted of 16 two-session cycles: in Session 1 of each cycle, birds were shown 20 novel slides and were rewarded for responding to 10 of those slides; in Session 2, the same slides were shown again, with the same reinforcement contingencies. The birds showed significant overnight retention of the one-trial associations formed in Session 1 of each cycle. Phase 2 showed significant retention over periods of more than 20 days of associations involving 320 slides seen twice only. Phase 3 re-exposed for nine daily sessions one of the sets of 20 slides used in Phases 1 and 2; a high level of discrimination emerged rapidly and 4 (of 8) birds showed, by the end of training, no overlap in response rates to positive and negative slides. Comparative implications of the results are discussed.

scholarly journals Co-operation of long-term and working memory representations in simultaneous chaining by rhesus monkeys (Macaca mulatta)

2019 ◽  
Vol 72 (9) ◽  
pp. 2208-2224 ◽  
Author(s):  
Victoria L Templer ◽  
Regina Paxton Gazes ◽  
Robert R Hampton
Keyword(s):  
Working Memory ◽  
Macaca Mulatta ◽  
Rhesus Monkeys ◽  
Distance Effect ◽  
Positional Information ◽  
Long Term Memory ◽  
Term Memory ◽  
Memory Representations ◽  
The One

We studied the memory representations that control execution of action sequences by training rhesus monkeys ( Macaca mulatta) to touch sets of five images in a predetermined arbitrary order (simultaneous chaining). In Experiment 1, we found that this training resulted in mental representations of ordinal position rather than learning associative chains, replicating the work of others. We conducted novel analyses of performance on probe tests consisting of two images “derived” from the full five-image lists (i.e., test B, D from list A→B→C→D→E). We found a “first item effect” such that monkeys responded most quickly to images that occurred early in the list in which they had been learned, indicating that monkeys covertly execute known lists mentally until an image on the screen matches the one stored in memory. Monkeys also made an ordinal comparison of the two images presented at test based on long-term memory of positional information, resulting in a “symbolic distance effect.” Experiment 2 indicated that ordinal representations were based on absolute, rather than on relative, positional information because subjects did not link two lists into one large list after linking training, unlike what occurs in transitive inference. We further examined the contents of working memory during list execution in Experiments 3 and 4 and found evidence for a prospective, rather than a retrospective, coding of position in the lists. These results indicate that serial expertise in simultaneous chaining results in robust absolute ordinal coding in long-term memory, with rapidly updating prospective coding of position in working memory during list execution.

scholarly journals Holistic Approach to R&D Products’ Evaluation for Commercialization under Open Innovations

2022 ◽  
Vol 8 (1) ◽  
pp. 9
Author(s):  
Nataliya Chukhray ◽  
Oleksandra Mrykhina ◽  
Ivan Izonin
Keyword(s):  
Refractive Index ◽  
Marketing Research ◽  
Holistic Approach ◽  
Added Value ◽  
Optical Range ◽  
Crystalline Materials ◽  
Market Effects ◽  
The One

A holistic approach to R&D products’ evaluation for commercialization under open innovations is developed. The approach is tested on the example of the device of the interferometric determination of the refractive index of crystalline materials in the optical range. The proposed approach will allow setting a price that will satisfy all the parties of a transfer agreement with a higher level of accuracy and will meet market requirements. Unlike popular methods of evaluating the R&D product, a holistic approach will, on the one hand, be based on the actual costs and the break-even level of a R&D product and, on the other hand, will determine how much the consumer is receptive to a R&D product, and, then again, will show how the added value of the product will develop under the influence of market effects. It is noted that the application of a holistic approach to R&D products’ evaluation for commercialization should be supplemented by assessing the willingness of potential customers to purchase this R&D product at a specific price. It is proved that the proposed holistic approach to R&D products’ evaluation for commercialization is multifunctional. The approach can be applied to different types of economic activity, R&D products, and types of markets. The obtained prices based on the application of a holistic approach to R&D products’ evaluation for commercialization and the results of marketing research of the interferometry market testified to potential prospects of the commercialization of a R&D product of the interferometric determination of the refractive index of crystalline materials in the optical range and its long-term competitiveness. Based on the results, the key provisions of the concept of providing competitive benefits for the period of implementation of the analyzed R&D product are identified. Taking into account fundamental elements of the open innovation paradigm underpins the authors’ holistic approach.

Conceptual short-term memory (CSTM) supports core claims of Christiansen and Chater

2016 ◽  
Vol 39 ◽  
Author(s):  
Mary C. Potter
Keyword(s):  
Working Memory ◽  
Rapid Serial Visual Presentation ◽  
Language Comprehension ◽  
Short Term Memory ◽  
Visual Presentation ◽  
Long Term Memory ◽  
Short Term ◽  
Term Memory ◽  
Use Of Knowledge

AbstractRapid serial visual presentation (RSVP) of words or pictured scenes provides evidence for a large-capacity conceptual short-term memory (CSTM) that momentarily provides rich associated material from long-term memory, permitting rapid chunking (Potter 1993; 2009; 2012). In perception of scenes as well as language comprehension, we make use of knowledge that briefly exceeds the supposed limits of working memory.

Comparison of Auditory, Language, Memory, and Attention Abilities in Children With and Without Listening Difficulties

2020 ◽  
Vol 29 (4) ◽  
pp. 710-727
Author(s):  
Beula M. Magimairaj ◽  
Naveen K. Nagaraj ◽  
Alexander V. Sergeev ◽  
Natalie J. Benafield
Keyword(s):  
Auditory Processing ◽  
Short Term Memory ◽  
Group Differences ◽  
Long Term Memory ◽  
Short Term ◽  
Significant Group ◽  
Term Memory ◽  
Memory And Attention ◽  
Speed And Accuracy

Objectives School-age children with and without parent-reported listening difficulties (LiD) were compared on auditory processing, language, memory, and attention abilities. The objective was to extend what is known so far in the literature about children with LiD by using multiple measures and selective novel measures across the above areas. Design Twenty-six children who were reported by their parents as having LiD and 26 age-matched typically developing children completed clinical tests of auditory processing and multiple measures of language, attention, and memory. All children had normal-range pure-tone hearing thresholds bilaterally. Group differences were examined. Results In addition to significantly poorer speech-perception-in-noise scores, children with LiD had reduced speed and accuracy of word retrieval from long-term memory, poorer short-term memory, sentence recall, and inferencing ability. Statistically significant group differences were of moderate effect size; however, standard test scores of children with LiD were not clinically poor. No statistically significant group differences were observed in attention, working memory capacity, vocabulary, and nonverbal IQ. Conclusions Mild signal-to-noise ratio loss, as reflected by the group mean of children with LiD, supported the children's functional listening problems. In addition, children's relative weakness in select areas of language performance, short-term memory, and long-term memory lexical retrieval speed and accuracy added to previous research on evidence-based areas that need to be evaluated in children with LiD who almost always have heterogenous profiles. Importantly, the functional difficulties faced by children with LiD in relation to their test results indicated, to some extent, that commonly used assessments may not be adequately capturing the children's listening challenges. Supplemental Material https://doi.org/10.23641/asha.12808607

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