The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...

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Conceptualizing, measuring, and managing customer-based brand equity

Publisher Summary This chapter focuses on the modern notion of short-term memory, called working memory. Working memory refers to the temporary maintenance of information that was just experienced or just retrieved from long-term memory but no longer exists in the external environment. These internal representations are short-lived, but can be maintained for longer periods of time through active rehearsal strategies, and can be subjected to various operations that manipulate the information in such a way that makes it useful for goal-directed behavior. Working memory is a system that is critically important in cognition and seems necessary in the course of performing many other cognitive functions, such as reasoning, language comprehension, planning, and spatial processing. This chapter demonstrates the functional importance of dopamine to working memory function in several ways. Elucidation of the cognitive and neural mechanisms underlying human working memory is an important focus of cognitive neuroscience and neurology for much of the past decade. One conclusion that arises from research is that working memory, a faculty that enables temporary storage and manipulation of information in the service of behavioral goals, can be viewed as neither a unitary, nor a dedicated system. Data from numerous neuropsychological and neurophysiological studies in animals and humans demonstrates that a network of brain regions, including the prefrontal cortex, is critical for the active maintenance of internal representations.

Chapter 11 Working memory

Co-Planar Stereotaxic Atlas of the Human Brain—3-Dimensional Proportional System: An Approach to Cerebral Imaging, J. Talairach, P. Tournoux. Georg Thieme Verlag, New York (1988), 122 pp., 130 figs. DM 268

Attention and Effort

Availability: A heuristic for judging frequency and probability

Experiments in which subjects study a set of items and then take two successive tests, a recognition test followed by a test of implicit retrieval of the same items (e.g. Tulving, Schacter, & Stark, 1982), have typically yielded data showing stochastic independence between the tests. Ostergaard (1992) has suggested that the procedure for assessing such independence should include an evaluation of the data against a model that assumes maximal dependence between the components of the test attributable to the study episode. In applying his Maximum Memory Dependence model to the published data, however, Ostergaard inexplicably used test-primed data for baseline measures, rather than non-primed data, and erroneously concluded that there was no clear evidence for independence. In this article, we show that when the standard baseline measures are used, the results of many experiments demonstrate stochastic independence.

Stochastic independence in the recognition/identification paradigm

Interproblem transfer in identification of concepts involving positive and negative instances.

The Tulving-Wiseman function of recognition failure of recallable words is defined by the relation between the conditional probability of recognition given recall, P(Rn/Rc), and the probability of recognition, P(Rn). Hintzman (1993) proposed a distinction between algebraic maximum and average maximum values of P(Rn/Rc) to support his earlier claims (Hintzman, 1992) that the Tulving-Wiseman function is a mathematical artifact. This article shows that the distinction depends on a crucial assumption of Hintzman's argument that is unjustified on both empirical and rational grounds

Recognition-failure constraints and the average maximum

Human brain evolution has resulted in a large increase in cortical folding as a result of which 60% of the cerebral cortical mantle is buried within sulci. Cortical regions within the sulci, and especially in the fundal zones (fundi) at the bottom of sulci, differ from the rest of the cortex in a number of ways with respect to anatomical and histological morphology. Although physiological implications of the fundal morphology have been discussed from time to time, and although scattered evidence hints at a special functional role for fundi, until recently there have been few empirical facts to guide the inquiry into a possibly special physiological function of fundal zones. In this article we review findings yielded by positron emission tomography studies showing that the peaks of changes in neuronal activity are frequently observed in and near fundi. We discuss, but do not accept, the possibility that these findings reflect either the partial volume effect or the course of cerebral blood vessels. Instead, because of a coarse correlation observed between fundal fraction (the proportion of fundally related activity peaks) and the apparent cognitive complexity of the tasks probed, and in light of the anatomical evidence reviewed, we propose the hypothesis that cortical sulcal and fundal regions play a distinctive role in higher cognitive processing.

Endel Tulving

Papers

Stochastic independence in the recognition/identification paradigm

Interproblem transfer in identification of concepts involving positive and negative instances.

Recognition-failure constraints and the average maximum

Cognitive processes and cerebral cortical fundi.

Dissecting human memory with Positron Emission Tomography