consumer behaviour bangor transfer abroad programme learning and memory why do we forget??? why do...
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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?](https://reader036.vdocuments.mx/reader036/viewer/2022080914/56649f585503460f94c7e6e1/html5/thumbnails/1.jpg)
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?](https://reader036.vdocuments.mx/reader036/viewer/2022080914/56649f585503460f94c7e6e1/html5/thumbnails/2.jpg)
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!!
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Consumer Behaviour
Bangor Transfer Abroad Programme
How do you know that learning has taken place?
…
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Consumer Behaviour
Bangor Transfer Abroad Programme
How do you know that learning has taken place effectively?
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Consumer Behaviour
Bangor Transfer Abroad Programme
Helping learning become memory….
Memory is a key part of the internal Search process.
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Consumer Behaviour
Bangor Transfer Abroad Programme
Learning Theory – observed from animals
Dogs Classical Conditioning
Pigeons
Rats
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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
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Consumer Behaviour
Bangor Transfer Abroad Programme
Vicarious Learning
The observation of the behaviors of other
Seeing the results /outcomes
Customer acceptance…
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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.
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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
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Consumer Behaviour
Bangor Transfer Abroad Programme
Experiential Learning Description:Hands on use/exposure of a product
Example: Riding a bike
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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
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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.
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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
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Consumer Behaviour
Bangor Transfer Abroad Programme
Making it easier to remember1.Simple message2.‘Hooks/ Clues’ - pathways3.NMENONICS4.Story telling5.Use all sensations
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Consumer Behaviour
Bangor Transfer Abroad Programme
Memory Interference
ClutterMiscoding – confusionNew information