Consumer Learning Part 2

Question 1

What is observational learning?

Answer 1

process through which individuals learn behaviour by observing the behaviour of others and the consequences of such behaviour

Question 2

What are the marketing implications of observational learning?

Answer 2

consumers need not use the product to learn about it. they can learn through observation
use “models” in advertising or social media marketing

Question 3

What is cognitive learning?

Answer 3

consists of mental processing of data instead of instinctive responses to stimuli

Question 4

When does information processing occur?

Answer 4

it occurs in stages and in 3 memory stages; sensory store, working memory(short-term store),long-term store

Question 5

Explain the 3 memory systems.

Answer 5

sensory store-is processed and held for just a second or two
short term memory -where info is processed and held for just a brief period (<20secs)
long term memory- is retained for extended period of time

Question 6

What is the marketing implications of cognitive learning?

Answer 6

marketers need to help consumers process and retain important brand/product-related information especially important for cognitive decision making purchase situations

Question 7

What is rehearsal?

Answer 7

the silent, mental repetition of information

Question 8

What is the purpose of rehearsal?

Answer 8

to hold information long enough for information processing to occur

Question 9

What is the marketing application for rehearsal?

Answer 9

using repetition in promotion to help consumers commit information into short term memory

Question 10

What happens during encoding?

Answer 10

sensory information needs to be coded/labelled to commit it to long-term memory

Question 11

What are the 2 ways of encoding?

Answer 11

• visual, faster learning and better recall

- text, more in-depth learning

Question 12

What is retrieval?

Answer 12

the process by which people recover information from the long term store, triggered by external cues

Question 13

What is the marketing applications of retrieval?

Answer 13

retail display reminds consumers about what they have learned from previous promotion

Question 14

What is the marketing application of cognitive learning?

Answer 14

marketers can influence consumers’ cognitive learning through the intervention in the rehearsal, encoding and retrieval process