CONSUMER BEHAVIOR

CHAPTER 9:
LEARNING,
MEMORY, AND
PRODUCT
POSITIONING
GROUP 3
TABLE OF CONTENT
LO1/ Describe the nature of learning and memory
LO2/ Types of memory and memory's role in learning
LO3/ Distinguish the different processes underlying high- and
lowinvolvement learning
LO4/ Summarize the factors affecting information retrieval
from memory
LO5/ Understand the application of learning to brand
positioning, equity, and leverage

GROUP 3'S PRESENTATION

NATURE OF
LEARNING AND
MEMORY
LEARNING OBJECTIVE 1

MAI THANH HA - GROUP 3

 NATURE OF LEARNING
AND MEMORY
Learning is essential to the consumption
process

Learning is the process by which

consumers acquire the information that
they apply to future purchase behavior

Learning is any change in the content

or organization of long-term memory
or behavior and is the result of
information processing
MAI THANH HA - GROUP 3
MEMORY’S ROLE
IN LEARNING
LEARNING OBJECTIVE 2

MAI THANH HA - GROUP 3

 SHORT-TERM MEMORY
systems that provide retention of limited amounts of material for a limited time period

STM IS SHORT LIVED

Information decays quickly.

Requires constant refreshing information through maintenance rehearsal (the
process of repeatedly saying or thinking about a piece of information to hold it in
current memory for use)

STM HAS LIMITED CAPACITY

Consumers can only hold so much information in their current memory.

Chunking is the technique that people use to organize individual items into
groups of related items that can be processed as a single unit. It can significantly
assist in the transfer (and recall) of information from memory
MAI THANH HA - GROUP 3
ELABORATIVE ACTIVITIES
OCCUR IN STM
Elaborative activities are the use of stored thoughts
or ideas and passing them into long-term memory as
well as adding relevant previously stored
information.
Perform redefining or adding new elements to
memory
Involve both concepts and imagery
A significant determinant of elaboration is
motivation or involvement
Elaboration has important linkages and associations
with long-term memory
MAI THANH HA - GROUP 3