Topic 8 - Consumer Learning pt 2 Flashcards
Definition of observational learning
Observing learning is the process in which individuals learn behaviour by observing the behaviours if others and consequences of such behaviour
Observational learning - marketing implication
Consumers need not need to use a product to learn about it. They can learn through observation.
Use models like celebrities in advertising or social media marketing
Definition of cognitive learning
Cognitive learning consists of mental processing of data
What are the 3 memory systems
- sensory store (rehearsal): where sensory input is processed and held for just a second or two
- working memory (encoding): where information is processed and held for a brief period 20s
- long term store (retrieval): where information is retained tor extended period of time (long term/permanent)
Cognitive learning - marketing implications
Marketers need to help consumers process and retain important brand or product related information
especially important for cognitive decision making purchase
Explain rehearsal
Rehearsal is the silent, mental repetition of information
Purpose is to hold information long enough for information processing to occur
Marketing application of Rehearsal
Using repetition in promotion to help consumers commit information to short term memory
eg: repetition of short slogans/jingles
Explain encoding
Sensory information needs to be coded/labelled to commit to long term memory
Explain the 2 ways of encoding
Visual - faster learning, better recall
Text - More in depth learning
Advertisement or promotional materials should contain both visual and text to achieve brand recall and learning
Explain Retrieval
Retrieval is the process in which people recover information from long term store
often triggered by external cues
Marketing application of Retrieval
Retail display to remind consumers about what they have learned from previous promotions
