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1800s
This corresponded to spread of industrial revolution in Europe
and America. There were fundamental changes in
transportation, metal manufacture, textile, agriculture and the
Consumer memory 3
1840–1920
perception that humans are consciously aware of, hence the most
relevant area to Consumer Psychology.
1939–1970
During the World War II, there was an inevitable food
shortage .The Department of Agriculture in the US called upon
Kurt Lewin, a social psychologist, to help convince Americans to
eat high protein foods such as hearts, kidneys and livers that had
previously been thrown away.
After the world war governments around the world were looking
at ways to strengthen their economies mainly through
consumer spending. By 1950s politicians were busy promoting
the benefits of living in a consumer society which led to an
Consumer memory 6
Purchase decisions are often made long after the consumer was
originally exposed to the product information. For consumers
to remember any product- or service-related information later,
they need to encode and store that information. The process of
remembering requires encoding, storage and retrieval.
Memory systems
1. Sensory memory
2. Short-term memory
3. Long-term memory
Consumer memory 8
Sensory stores
When people are presented with more information than the STM
can deal with, they tend to more readily recall information that
was either presented at the beginning or at the end. This is
known as the order effect. Study findings have shown that
people generally recall the first (primacy effect) and the last
(recency effect) few words very well. The primacy effect
occurs because the first few words enter the long term memory
through rehearsal. The recency effect occurs because the last few
words get retained in the short-term memory at the time of
recall but the words in the middle of the list get lost from
memory because they get replaced by the later words. This
Consumer memory 9
1. Encoding specificity
2. Interference
Encoding specificity
Interference
1. Proactive
2. Retroactive
The greater the similarity between memory traces, the greater the
degree of interference. For example, if an individual is exposed to
two adverts of a similar nature in a row, when they are later trying
to remember the second commercial, they may actually
remember the first one (proactive interference). The more similar
advertisements are (e.g. same product category or products made
by the same manufacturer), the more likely consumers are to
experience interference. However, the interference effect ceases
Consumer memory 12
NB
2. Pictorial cues
Repetition
Pictorial cues
LEARNING
Learning can be defined as a relatively permanent change in
behaviour which is linked to experience. The experiences that
affect learning can be direct ones eg using a product or indirect
ones such as observing somebody else using a product.
Learning in general can be viewed as consisting of five
elements. These are,
1 Internal drive
2 Cue stimuli
3 Response
4 Reinforcement
Learning 16
5 Retention
1. behavioural theories,
3. cognitive theories
Behavioural learning
Behavioural learning techniques have been widely applied to
consumption behaviours. Two of the most common methods of
behaviour learning are classical and operant conditioning.
a. Classical conditioning
Learning 17
Prior to the conditioning taking place, the dog had salivated every
time it got fed and Pavlov called the food an unconditioned
stimulus (US) and the dog’s response to the food an
unconditioned response (UR). He also called the bell a
conditioned stimulus (CS) and when the dog salivated upon
hearing the bell, he called it a conditioned response (CR). This
process is known as first-order conditioning. It is important that
the CS is almost immediately preceded by the US. If the timing
between the stimuli is changed, the conditioning effect will not
be as strong.
b. Operant conditioning
i. Reinforcement
3 Reinforcer immediacy
4.Motivating operations-
ii. Punishment
Learning 22
1. Positive punishment
2. Negative punishment
In positive punishment,
In negative punishment,
Examples
Learning 23
2. Social learning
1. Observation
2.Immitation;
Learning 24
3.Cognitive learning
Learning
will take place once the information has been elaborated upon
and integrated with the individual’s existing store of
knowledge. The new details can fit into the existing network of
knowledge or they can actually alter it. If consumers do not
think further about the message, the information is unlikely to
be stored in LTM.
Low and high involvement learning
Feedback
Summary
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