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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
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!!
Consumer Behaviour
Bangor Transfer Abroad Programme
How do you know that learning has taken place?
…
Consumer Behaviour
Bangor Transfer Abroad Programme
How do you know that learning has taken place effectively?
Consumer Behaviour
Bangor Transfer Abroad Programme
Helping learning become memory….
Memory is a key part of the internal Search process.
Consumer Behaviour
Bangor Transfer Abroad Programme
Learning Theory – observed from animals
Dogs Classical Conditioning
Pigeons
Rats
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
Consumer Behaviour
Bangor Transfer Abroad Programme
Vicarious Learning
The observation of the behaviors of other
Seeing the results /outcomes
Customer acceptance…
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.
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
Consumer Behaviour
Bangor Transfer Abroad Programme
Experiential Learning Description:Hands on use/exposure of a product
Example: Riding a bike
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
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.
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
Consumer Behaviour
Bangor Transfer Abroad Programme
Making it easier to remember1.Simple message2.‘Hooks/ Clues’ - pathways3.NMENONICS4.Story telling5.Use all sensations
Consumer Behaviour
Bangor Transfer Abroad Programme
Memory Interference
ClutterMiscoding – confusionNew information