Consumer Behaviour Lecture 2 Learning How do Consumers Learn? Why do customers learn?

What is Learning? Learning is any change in the content or organisation of long term memory or behaviour. We are therefore interested in the Learning Process and Learning Outcomes….

Memory There are two parts to memory Short-term Memory Long-term Memory

Short Term Memory This is working memory used to process information and keep Similar to RAM in a computer

Long Term Memory This is where information is stored – permanently Similar to (Hard – disk) storage on a computer where information is stored almost randomly. But unlimited – permanent storage

Long Term Memory Organisation of information Two methods 1- Schemas – putting together a complex web Based upon product characteristics Usage situations Episodes Affective - feelings

Schemas Mind Maps links are built

Long Term Memory Organisation of information Two methods 2- Scripts – how situations should evolve Reacting to new situations based upon previous experiences

Long Term Memory Semantic Memory – basic knowledge and summary/concept of a feelings held Episodic Memory – critical very memorable events Flashbulb see 9-1 insight Similar to (Hard – disk) storage on a computer

Marketing and Memory Marketing is concerned with how consumers effectively learn information AND Recall information

Helping Effective Learning Depends upon learning styles Learning by rote Learning by association = building on existing knowledge Transferring learning Learning by doing Read Table 9-1 Page 307

Learning Research Pavlov Skinner Thorndike Check these out

Read Table 9-1 Page 307 Learning and Branding