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

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

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

Consumer Behaviour

Bangor Transfer Abroad Programme

Learning and memory

Why do we forget???Why do we remember certain things?

Page 2: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

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!!

Page 3: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

How do you know that learning has taken place?

Page 4: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

How do you know that learning has taken place effectively?

Page 5: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Helping learning become memory….

Memory is a key part of the internal Search process.

Page 6: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Learning Theory – observed from animals

Dogs Classical Conditioning

Pigeons

Rats

Page 7: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

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 purchasingFMCGBut symbols brand logos are key to all productsPotential for high wear off

Page 8: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Vicarious Learning

The observation of the behaviors of other

Seeing the results /outcomes

Customer acceptance…

Page 9: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Analytical Reasoning

New learning built on existing knowledgeLaptops can be learned (understood) by building on Knowledge of desktop PCs – sic Tablets ---- smartphones

= some people have a greater depth of understanding.

Page 10: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Learning situations

High Involvement versus Low InvolvementHigh Involvement = extended product search often high riskLow involvement = limited product search – low risk FMCG

Page 11: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Experiential Learning Description:Hands on use/exposure of a product

Example: Riding a bike

Page 12: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Subliminal Messages again!

Sub threshold Hidden Persuaders page 41/42 Description:Message/stimulus absorbed unknowingly HypnotismExample: EAT ICE CREAMClothes worn /Brands used by actorsOmega Watches – Olympic games official timer

Page 13: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

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.

Page 14: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Memory and Remembering Recovery or recall can be affected by:1.Importance2.Message involvement3.Mood4.Reinforcement5.Repetition6.Dual Coding7.Memory Interference

Page 15: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Making it easier to remember1.Simple message2.‘Hooks/ Clues’ - pathways3.NMENONICS4.Story telling5.Use all sensations

Page 16: Consumer Behaviour Bangor Transfer Abroad Programme Learning and memory Why do we forget??? Why do we remember certain things?

Consumer Behaviour

Bangor Transfer Abroad Programme

Memory Interference

ClutterMiscoding – confusionNew information