Marketers expend considerable effort to have consumers learn about their products. Therefore it is vital that we understand how consumers, and that includes us, learn. There are different types of learning, and in this chapter we will discuss the five types. The characteristics of learning are important, including aspects such as the strength of learning, reinforcing learning and the importance of brands. | Chapter 9 Learning and Memory How we (and consumers) learn Types of learning Main characteristics of learning Using learning in marketing strategies Importance of brand image and product positioning 9– Marketers expend considerable effort to have consumers learn about their products. Therefore it is vital that we understand how consumers, and that includes us, learn. There are different types of learning, and we will discuss the five types. The characteristics of learning are important, including aspects such as the strength of learning, reinforcing learning and the importance of brands. Learning Learning refers to any change in the content or organisation of long-term memory Consumer behaviour is largely learned behaviour 9– Learning is defined as any change in the content or organisation of long-term memory. Consumers must learn almost everything related to being a consumer: product existence, performance, availability, values, preference and so on. Marketing managers are very interested in the nature of consumer learning. (See page 265.) Learning as a Key to Consumer Behaviour See page 265. Learning Results from Information Processing and Causes Changes in Memory Just to recap on previous lectures, information is processed as a result of either internal or external stimuli, and this information can lead to learning in the individual and in turn to this learned material being retained in memory. (See page 265.) Involvement and Learning Learning under high-involvement conditions consumer has a high motivation to learn Learning under low-involvement conditions most consumer learning is in a low-involvement context 9– Learning may occur either in a high-involvement or a low-involvement situation. A high-involvement situation is one where the consumer is motivated to learn the material. A consumer may need to study a brochure to determine which model will be purchased. A low-involvement situation is one where the consumer has little or no motivation to | Chapter 9 Learning and Memory How we (and consumers) learn Types of learning Main characteristics of learning Using learning in marketing strategies Importance of brand image and product positioning 9– Marketers expend considerable effort to have consumers learn about their products. Therefore it is vital that we understand how consumers, and that includes us, learn. There are different types of learning, and we will discuss the five types. The characteristics of learning are important, including aspects such as the strength of learning, reinforcing learning and the importance of brands. Learning Learning refers to any change in the content or organisation of long-term memory Consumer behaviour is largely learned behaviour 9– Learning is defined as any change in the content or organisation of long-term memory. Consumers must learn almost everything related to being a consumer: product existence, performance, availability, values, preference and so on. Marketing managers are .
