1. Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

2. Consumer Behaviour Bangor Transfer Abroad Programme Major Aspects How to Consumers Learn about (new) products? The importance of memory Theories of learning Subliminal messages – (again!) The importance of the level of involvement. Remembering!!

3. Consumer Behaviour Bangor Transfer Abroad Programme How do you know that learning has taken place? …

4. Consumer Behaviour Bangor Transfer Abroad Programme How do you know that learning has taken place effectively?

5. Consumer Behaviour Bangor Transfer Abroad Programme Helping learning become memory…. Memory is a key part of the internal Search process.

6. Consumer Behaviour Bangor Transfer Abroad Programme Learning Theory – observed from animals Dogs Classical Conditioning Pigeons Rats

7. Consumer Behaviour Bangor Transfer Abroad Programme Iconic Rote Learning The repetition of a simple memorable phrase or symbol… Coke is It Often used in Low involvement purchasing FMCG But symbols brand logos are key to all products Potential for high wear off

8. Consumer Behaviour Bangor Transfer Abroad Programme Vicarious Learning The observation of the behaviors of other Seeing the results /outcomes Customer acceptance…

9. Consumer Behaviour Bangor Transfer Abroad Programme Analytical Reasoning New learning built on existing knowledge Laptops can be learned (understood) by building on Knowledge of desktop PCs – sic Tablets ---- smartphones = some people have a greater depth of understanding.

10. Consumer Behaviour Bangor Transfer Abroad Programme Learning situations High Involvement versus Low Involvement High Involvement = extended product search often high risk Low involvement = limited product search – low risk FMCG

11. Consumer Behaviour Bangor Transfer Abroad Programme Experiential Learning Description: Hands on use/exposure of a product Example: Riding a bike

12. Consumer Behaviour Bangor Transfer Abroad Programme Subliminal Messages again! Sub threshold Hidden Persuaders page 41/42 Description: Message/stimulus absorbed unknowingly Hypnotism Example: EAT ICE CREAM Clothes worn /Brands used by actors Omega Watches – Olympic games official timer

13. Consumer Behaviour Bangor Transfer Abroad Programme Memory and Remembering All learning /stimuli is processed in the short term memory RAM It maybe stored in the LTM The key is how it can be recovered.

14. Consumer Behaviour Bangor Transfer Abroad Programme Memory and Remembering Recovery or recall can be affected by : 1.Importance 2.Message involvement 3.Mood 4.Reinforcement 5.Repetition 6.Dual Coding 7.Memory Interference

15. Consumer Behaviour Bangor Transfer Abroad Programme Making it easier to remember 1.Simple message 2.‘Hooks/ Clues’ - pathways 3.NMENONICS 4.Story telling 5.Use all sensations

16. Consumer Behaviour Bangor Transfer Abroad Programme Memory Interference Clutter Miscoding – confusion New information