How Businesses Use Learning & Memory to Affect Consumers Essay - 1

How Businesses Use Learning & Memory to Affect Consumers - Essay Example 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 con sumers 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