1. How do Consumers Learn? Why do customers learn?
Learning
How do Consumers Learn?
Why do customers learn?

2. 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….

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

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

5. 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

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

7. Schemas
Mind Maps links are built

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

9. 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

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

11. 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

12. Learning Research
Pavlov
Skinner
Thorndike
Check these out

13. Read Table 9-1 Page 307
Learning and Branding