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CONSUMER LEARNING AND MEMORY RETRIEVAL (DYNAMICS OF LEARNING (MOTIVATION,…
CONSUMER LEARNING AND
MEMORY RETRIEVAL
DYNAMICS OF LEARNING
MOTIVATION
Is driving force within individuals that occurs as a result of an unfilled need, which will stimulate learning.
CUES
Stimuli that will direct a consumer forwards fulfilling his needs.
RESPONSE
How an individual reacts or behave to fulfill his needs.
REINFORCEMENT
Increases the chances for individuals to respond towards the cues in the future.
CONSUMER INVOLVEMENT
AND PASSIVE LEARNING
Looking at product, brand & adverts involvement.
With the purchase may be due to several factors risk involved, consumer experience, trust & loyalty.
Central & Peripheral Routes to Persuasion
Consumers are likely carefully evaluate the strengths & weakness of the products when the purchase is high importance to them.
HEMISPHERIC LATERALIZATION & PASSIVE LEARNING
The use of moving images & picturial information
OUTCOMES & MEASURES
OF CONSUMER LEARNING
RECOGNITION &
RECALL MEASURES
Recognition test based on aided recall
2.Recall test based on unaided recall
magazine
television adverts
ATTITUDINAL & BEHAVIORAL
MEASURES OF BRAND LOYALTY
Brand equity
Value of a well-known brand name
COGNITIVE LEARNING &
INFORMATION PROCESS
COGNITIVE LEARNING
INFORMATION
PROCESS
Memory stores
Rehearsal
Encoding
Information overload
Retention
Retrieval