What makes the study of memory so complicated is that humans have disparate methods by which information is encoded and retrieved, which is largely dependent on the level to which the human finds information relevant and important. Marketers, today, seem to understand these differences in learning and memory processing and generate marketing content (i.e. advertisements, banner ads or even digital marketing via technology) that alter the encoding process of consumers so that they will be better able to recall a brand or find personal preference toward the product or service. Consumers all have different learning processes, however there is research evidence that consumers are biased in learning as it relates to their personal stereotypes as well as the degree to which marketing information is considered relevant to the consumer. This essay focuses on the phenomenon of constraint theory in learning, consumer biases and offers an evaluation of how marketers persuade consumers to favour their brand based on consumer memory processing and learning characteristics of important target consumers. Consumer biases in learning and constraint theory It is the goal of marketers, from a competitive standpoint, to establish brand recognition in the minds of important and profitable consumers. Brand recognition is the ability of consumers to recall a particular brand under disparate conditions and be able to effectively recall logo, brand name and even brand-related slogans and jingles and link this recognition to the product or service (Schiffman and Kanuk 2010). Establishing brand recognition is critical to marketers as if they cannot recall the brand, the brand will not be considered as a potential purchase or sought as an alternative in the consumer behaviour model (Tan 2010). However, in order to establish this important aspect of brand management, marketers must first understand how consumers encode and retrieve information. The memory encoding process is complex in consumers and is often associated with the degree to which a consumer finds a particular stimulus to be enjoyable or relevant to their lifestyles or needs. Encoding processes are strongly related to the pre-existing personal experiences and phenomenon to which consumers are exposed (Yun Yoo 2008; Cameron 1999). For instance, a consumer that is given a glass of branded alcohol in an environment where there is a crying child will likely not result in the production of strong memories that favour the brand. However, when given the same branded beverage in an environment where there is fun social activity in the individual’s peer network, the situation will be encoded as a powerful memory with positive associations between brand and experience (Cameron 1999). Therefore, there is significant evidence in the memory encoding process that a person’s level of interest and involvement determines whether positive or negative cognitive associations are created in the memory encoding and retrieval processes. This is how marketers, today, are able to utilise memory processes in consumer target groups to gain positive brand recognition and general positive sentiment toward a brand. Marketing literature tells business leaders that when a brand is able to provide consumers with a perception that the brand can enhance their lifestyles and provide self-expansion (i.e. social status improvement or lifestyle enrichment), they are likely to develop very strong emotional attachments to the brand
How businesses use learning and memory to affect consumers BY YOU YOUR SCHOOL INFO HERE DATE HERE How businesses use learning and memory to affect consumers Introduction Studies on human memory illustrate the complexity by which humans encode, store and retrieve information…
A small business is a business that is privately owned and has a small number of employees. Globally, globalization ahs affected the operation of many small businesses as they have made the m to change their operations and venture into markets (Go?gl, Hans-Joachim & Clemens 67).
After choosing right incentives to do right perception of consumers, marketers can start teaching consumers that their brand is, some companies are trying to make their mark in value of money, and some of them try to make their brand stands for diversity, or any other value they want.
by its best definition, involves the administration of various remedies in which a business has performed some alleged wrongdoing or in some way caused the invasion of consumer interests (Clarkson, Miller, Jentz & Cross, 2005). Under this law, one individual brings up a lawsuit
When he starts playing Solitaire, the process of classical conditioning sets in and upturning the Queen of Diamonds renders him amnesiac and responsive to any command, including the command to kill. The Korean enemy deliberately selects this soldier because
It took almost 25 centuries for us to build on these practices and create a formal field of study of marketing (Hoyer & Macinnis, 2009, p. 247). However, even then, the field of marketing has gone through many transformation and revolutions. In the earliest days of the
For instance, the nature versus nurture explanation holds that a combination of environmental and biological factors affects learning either in a positive or negative manner. Genetic factors are the brain structures and regions of the
According to Dr. Poremba, the left hemisphere of the human brain processes complex auditory signals. The cortex area in the head that undertakes auditory processing is bigger than previously thought. Research done on primates indicates that the auditory system
According to him, an individual will only master information through testing his or her own knowledge. It is also evident that one is required to actively process information in order to memorize its contents