Consumer Behaviour Lecture 2 Learning How do Consumers

Consumer Behaviour Lecture 2 Learning How do Consumers Learn? Why do customers learn? Bangor Transfer Abroad Programme

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…. Bangor Transfer Abroad Programme

Memory • There are two parts to memory 1. Short-term Memory 2. Long-term Memory Bangor Transfer Abroad Programme

Short Term Memory • This is working memory used to process information and keep • Similar to RAM in a computer Bangor Transfer Abroad Programme

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 Bangor Transfer Abroad Programme

Long Term Memory Organisation of information Two methods 1 - Schemas – putting together a complex web Based upon • product characteristics • Usage situations • Episodes • Affective - feelings Bangor Transfer Abroad Programme

Schemas • Mind Maps links are built Bangor Transfer Abroad Programme

Long Term Memory Organisation of information Two methods 2 - Scripts – how situations should evolve Reacting to new situations based upon previous experiences Bangor Transfer Abroad Programme

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 Bangor Transfer Abroad Programme

Marketing and Memory • Marketing is concerned with how consumers effectively learn information AND • Recall information Bangor Transfer Abroad Programme

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 Bangor Transfer Abroad Programme

Learning Research • Pavlov • Skinner • Thorndike • Check these out Bangor Transfer Abroad Programme

Read Table 9 -1 Page 307 • Learning and Branding Bangor Transfer Abroad Programme