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...

/pdf/conceptualizing-measuring-and-managing-customer-based-brand-4rg8x5nwfa.pdf

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

RESUMENEste articulo presenta diez experimentos disenados para explorar el enfoque de la memoria humana en terminos de niveles de procesamiento de la informacion propuesto por Craik y Lockhart (1972), en los que se inducia a los sujetos a que procesaran palabras a varias profundidades: a nivel superficial, intermedio y profundo. En la discusion general, los autores exponen varias razones por las que las concepciones originales de Craik y Lockhart parecen insatisfactorias, impulsando la idea de que la elaboracion o “amplitud” de la codificacion proporciona una mejor descripcion de los resultados, ademas de senalar que la retencion depende criticamente de los aspectos cualitativos de las operaciones de codificacion ejecutadas. Por ultimo, los autores afirman que parece necesario utilizar el “principio de congruencia” de Schulman (1974) para describir de una forma completa los efectos obtenidos y finalizan discutiendo las implicaciones generales de estos y otros experimentos.

https://dialnet.unirioja.es/descarga/articulo/65803.pdf

Profundidad de procesamiento y retención de palabras en la memoria episódica (

Organized Retention and Cued Recall

Data are reviewed from positron emission tomography studies of encoding and retrieval processes in episodic memory. These data suggest a hemispheric encod- ing/retrieval asymmetry model of prefrontal involvement in encoding and retrieval of episodic memory. According to this model, the left and right prefrontal lobes are part of an extensive neuronal network that subserves episodic remember- ing, but the two prefrontal hemispheres play different roles. Left prefrontal cortical regions are differentially more involved in retrieval of information from semantic memory and in simultaneously encoding novel aspects of the retrieved infor- mation into episodic memory. Right prefrontal cortical re- gions, on the other hand, are differentially more involved in episodic memory retrieval.

Hemispheric encoding/retrieval asymmetry in episodic memory:

Does presenting a hint, or retrieval cue, for recall of an event change the memory trace for the event even when the cue does not in fact produce recall? An experiment by McLeod, Williams & Broadbent (1971) suggests that it may. A conclusion to this effect would have important theoretical implications. In particular, it would pose difficulties for specifying trace structure. McLeod et al. observed that a retrieval cue was more effective if its target trace had been previously cued, even though this cueing did not elicit recall. Three experiments are described which indicate that this result occurs only if the first, ineffectual cue is presented along with the second cue; if the second cue is presented alone it is less effective than the first. It is concluded that there is currently no evidence that the unsuccessful cueing of an item causes a change in its memory trace.

Endel Tulving

Papers

Profundidad de procesamiento y retención de palabras en la memoria episódica (

Organized Retention and Cued Recall

Hemispheric encoding/retrieval asymmetry in episodic memory:

When retrieval cueing fails

The seven sins of memory: Perspectives from functional neuroimaging