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Lecture notes

Consumer learning and memory

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These notes focuses on the way consumers retain information and the way marketers should use it to their advantage.

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  • January 27, 2023
  • 6
  • 2022/2023
  • Lecture notes
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Lecture 3 – Consumer learning and memory


a) Understanding consumer learning
Repeated exposer – helps to learn and memorise
Goal as a marker – Store brand information in consumers’ long-term memory


Learning: Acquiring knowledge or skills by studying, practicing, or experiencing something
 Relatively permanent change in behaviour which is linked to experience (can be direct or
indirect)
 Can be incidental
 Making associations


1. New information
2. Internal drive (emotion triggered) or cue stimulus (external)
3. Response
4. Reinforcement
5. Retention


Behavioural learning theories: Assume that consumers’ experiences are shaped by the feedback they
receive as they go through life
 Reward or punishment – Influences the way they respond in similar situations in the future
 Environment is KEY to shaping learning and behaviour
 Only look at what they see
o They approach the mind of the consumer as a black box
o Emphasizes observational aspects of behaviour
 Assumes that learning takes place as the result of responses to an external event
 Classical conditioning: When a stimulus that elicits a response is learned to be associated
with another stimulus that does not originally elicit a response (Learning by association)
o Association between a conditioned stimulus and an unconditioned stimulus by the
anticipation of an outcome
o Pavlov’s learning by association – dog’s study
o Marketing = Associate your brand with something else – try to achieve something
positive response with brand

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