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How Businesses Use Learning & Memory to Affect Consumers
Pages 8 (2008 words)
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.
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. ...
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