Consumer Learning 2

Question 1

Observational Learning

Answer 1

Process of individuals learning by observing others and the consequences of their behavior

Influencer Marketing:
People tend to imitate their influencers by purchasing the product they are endorsing

Question 2

Information Processing

Answer 2

-> Sensory Input

Immediate Responses (Sensory Memory)
- Mental space where sensory input lasts for 2 secs

-> Attention

Short Term Store (Working Memory)
- information is process for a brief moment

-> Rehearsal

Long Term Store
- Mental space where information is retained for long periods of time

-> Encoding
- Marketers use imagery or visual cues so that consumers remember their brands

Question 3

Information Overload

Answer 3

When the consumer receives too much information and find it difficult to process and encode
- strong brands are heavily promoted

Question 4

Retaining Information

Answer 4

Chunking:
Allows consumer to efficiently store and retrieve larger information into chunks

Retrieval:
Having high presence in the store so that they can remember us

Brand Imprinting:
Messages that are easier to remember can be associated by the brand’s identity
- apply:
ease people into your brand with memorable slogans
- avoid:
hard to spell names that lowers brand recognition

Question 5

Cognitive Learning

Answer 5

Systematic evaluation of information and alternatives needed to solve an unfulfilled need

Occurs when a person has a goal and must search for and process data
- Awareness: user must recognize their need
- Evaluation/Preferences: search information
- Trying: trial and error
- Buying: deciding to purchase the product

Question 6

Consumer-Decision Making

Answer 6

May not be followed in the following order and may skip certain stages:

• Need Recognition
• Search Information
• Evaluation
• Purchase
• Post-Purchase Evaluation

Question 7

Simple Consumer Journey

Answer 7

Post purchase stage in which a consumer enters into a relationship with a brand:

• Consider
• Evaluate
• Buy
• Post-Purchase Experience

Question 8

Consumer Involvement

Answer 8

Degree of personal relevance
- high involvement vs low involvement purchases

Question 9

Hemispheric Lateralization

Answer 9

What the left eye sees crosses over to the right side of the brain and vice versa

Left Hemisphere: human language
- speaking, reading, reasoning

Right Hemisphere: special perception
- imagination, pleasure

Question 10

Recognition and Recall Tests

Answer 10

Starch Readership Ad Test
- Noticing the ad
- Associating the ad with brand identity
- Involvement with the ad
(retaining specific color, font, or information)