The Principle of Partisanship

term memory is that portion of total memory that is currently activated or in use. In fact, it often referred to as working memory.

Short-term Memory: Short-term memory has a limited capacity to

store information and sensations. In fact, it is not used for storage in the

usual sense of that term. Individuals use short-term memory to hold

information while they analyze and interpret it. They may then transfer it to another system (write or type it), place it in long-term memory or

both. Thus, short-term memory is closely analogous to what we normally call thinking. It is an active, dynamic process, not a static

structure. Two basic types of information processing activities occur in short-term memory elaborative activities and maintenance rehearsal.

Long-Term Memory: Long-term memory is viewed as an unlimited storage. It can store numerous types of information such as concepts,

decision rules, processes, affective (emotional) states, and so forth.

Marketers are particularly interested in semantic memory, which is the basic knowledge and feelings we have about a concept. It represents our understanding of an object or event at its simplest level.

3.7 Advertising/Marketing Application

Numerous memory concepts have significant implications for the field and advertising. The following conclusions represent only a sampling of the useful guidelines that are available.

• Advertising messages with unique aspects have a greater potential for being remembered.

• The order in which material is presented seems to influence how well

it will be retained, with the middle portion being most easily

forgotten.

• Messages that encourage immediate rehearsal of material stimulate its retention

• More information can be proceeds and retained if it is chunked.

• The amount of information that can be transferred to long-term memory is a function of the time available for processing.

• Memory is cue-dependent, and presentation of relevant cues will stimulate recall.

• Material in long-term memory can be quite different from the information presented in a learning situation.

• Material that is meaningful, to the individual is learned more quickly

and therefore has a greater chance of being retained than does no meaningful material.

SELF ASSESSMENT EXERCISE 2

Discuss the various general characteristics of Consumer learning.

4.0 CONCLUSION

Consumers’ learning is an important component of their behaviour.

Learning certainly occurs intentionally, as when a problem is recognized

and information is acquired about products which might solve the problem. Knowledge of learning principles can be useful in

understanding how consumers wants and motives are acquired and how their tastes are developed. Also, appreciation of learning and memory

processes can aid marketers of how frequently to repeat advertising messages and develop brand loyalty. general characteristics of learning

are relevant and of interest to marketing managers. Five of the most important are strength of learning, extinction (or forgetting), stimulus generalization, stimulus discrimination, and the response environment.

5.0 SUMMARY

Consumer learning can be thought of as the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. In order for learning to occur, certain basic elements must be present. The elements

included in most learning theories are motivation, cues, response, and

reinforcement. Five of the most important general characteristics of learning are strength of learning, extinction, stimulus generalization, stimulus discrimination, and the response environment. There are many

types learned behaviour such as Physical Behavior, Symbolic Learning

and problem Solving, Affective Learning. Memory is the total accumulation of prior learning experiences. It consist of two interrelated

components; Short-term and long-term memory.

6.0 TUTOR MARKED ASSIGNMENT

Define memory and explain the two components of consumer memory.

Answer to Self Assessment Exercise 1

Consumer learning can be defined as the process by which individuals

acquire the purchase and consumption knowledge and experience that

they apply to future related behavior. There are many types learned behaviour such as Physical Behavior, Symbolic Learning and problem

Solving, Affective Learning. Physical Behavior is learned behaviour that is useful in responding to a variety of situations consumer faced in

everyday life. Symbolic learning and problem solving: Symbolic learning enables highly efficient communication through the

development of languages. One can also engage in problem-solving

learning by employing the processes of thinking and insight. Thinking involves the mental manipulation of symbols representing the real world to form various combination of meaning. Affective Learning: Learning

also influences consumers’ development of favorable or unfavorable attitudes toward a company and its products. These attitudes will affect

the tendency to purchase various brands.

Answer to Self Assessment Exercise 2

Five of the most important general characteristics are strength of learning, extinction, stimulus generalization, stimulus discrimination, and the response environment. Strength of Learning: The strength of learning is heavily influenced by four factors: importance,

reinforcement, repetition, and imagery. Generally, learning comes about

more rapidly and lasts longer. Importance: Importance refers to the value that the consumer places on the information to be learned.

Reinforcement: Anything that increases the likelihood that a given

response will be repeated in the future in considered enforcement.

Punishment: Punishment is any consequence that decreases the likelihood that a given response will be repeated in the future.

Repetition: Repetition increases the strength and speed of learning. The

effects of repetition are directly related to the importance of the

information and the reinforcement given. Imagery: Imagery Words create certain images. The theory behind the imagery effect is that high-

imagery words leave a dual code since they can be stored in memory on

the basis of both verbal pictorial dimensions. Extinction: Extinction occurs when the reinforcement for the learned response is withdrawn,

the learned response is no longer used, or the individual is no longer reminded of response. Stimulus Generalization: Stimulus generalization

occurs when a response to one stimulus is elicited by a similar but

distinct stimulus. Stimulus discrimination: Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli. Response Environment: One factor that influences retrieval is the similarity of the retrieval environment to the original learning environment. Thus, the more the retrieval situation offers cues

similar to the cues present during learning, the more likely effective retrieval is to occur.

7.0 REFERENCES/FURTHER READINGS

David L. and Albert J.D. (2002), Consumer Behaviour, New Delhi: Tata McGraw Hill.

Del I.H. Roger J.B. and Kenneth A.C. (2001), Consumer Behaviour;

Building Marketing Strategy, New York: McGraw-Hill Irwin.

Edward, J. and William J. (1963): Fundamentals of Marketing;

NewYork, Mc Graw-Hill, Inc.

Eric A. Linda P. and George Z. (2002), Consumer, New York: McGraw- Hill Irwin.

Frederick E. Webster, Jr., and Yoram W. (1972), Organizational Buying Behaviour, Eaglewood Cliffs, NJ: Prentice-Hall.

James F. E. Roger D.B and Paul W.M. (1990), Consumer Behaviour, U.S.A: The Dryden Press.

John A.H. and Jagdish N. S. (1969), Theory of Buyer Behaviour, New York: Wiley.

Robbins S.P. (2000), Organizational Behaviour, New Delhi: Precentice- Hall.

UNIT 5 ATTITUDE FORMATION AND CHANGE