MARK320 Lecture Notes - Lecture 8: Blood Sugar, Marketing Mix, Umbrella Brand
16 Sep 2016
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Document Summary
Learning and memory - two sides of the same coin . Learning is about the acquisition of knowledge. Memory is about retaining what you have learned. You cannot remember an experience unless you first create a record of it (learning). You cannot learn from an experience unless you retain a record of it (memory). That is why you cannot discuss learning without memory. Memory is the process by which we code*, store** and retrieve*** information about our experiences. Create awareness develop beliefs develop attitudes persuade behavior remind/reinforce what has been learned. To influence behaviour we have to get info into the brain so that the consumer will go through this process. This is a cognitive approach to shaping consumer behaviour (rather than affective approach) Beliefs, and attitudes are learned (frequently, but not always). How well a message is learned and remembered is dependent upon the type of learning model we use to educate our consumers.
