Consumer Behaviour Learning and memory Why do we

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

Consumer Behaviour 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!! Bangor Transfer Abroad Programme

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

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

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

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

Consumer Behaviour 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 Bangor Transfer Abroad Programme

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

Consumer Behaviour 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. Bangor Transfer Abroad Programme

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

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

Consumer Behaviour 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 Bangor Transfer Abroad Programme

Consumer Behaviour 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. Bangor Transfer Abroad Programme

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

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

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