Passive Learning & Recall Triggers
Its interesting that despite there being close to fifty songs on my MP3 player, every time I play them, I know the sequence in which they will run. I mean, as I listen to one, I know what's the next one, and the next, and so on.
Now I've never actively tried to learn the sequence. What's happened is, my memory passively picked the sequence as I played the songs over and over again. The sequence set into my memory through repetition. This sort of learning is termed Passive Learning. What's important to note is the fact that, should I try and remember the sequence when I'm not plugged on to the player, I can't. The sequence comes to me only when I listen to the songs.
Most mass media communication used by brands facilitate passive learning. Should you ask consumers to retrieve and recall such passively learned material, in all probability they won't be able to. But what saves the brand and makes it part of the consumer's consideration set is an encounter with it at the store. Because its merchandised well.
For low involvement category brands to make it to a consumer's consideration set, passive learning must work in conjunction with great merchandising that acts as a recall trigger. One without other isn't good for brand. For it may result in either the consumer not recognising the brand on a shelf and therefore not considering it, or not encountering it on the shelf and therefore despite the possibility of recognition, failing to feature it in his consideration set.
Now I've never actively tried to learn the sequence. What's happened is, my memory passively picked the sequence as I played the songs over and over again. The sequence set into my memory through repetition. This sort of learning is termed Passive Learning. What's important to note is the fact that, should I try and remember the sequence when I'm not plugged on to the player, I can't. The sequence comes to me only when I listen to the songs.
Most mass media communication used by brands facilitate passive learning. Should you ask consumers to retrieve and recall such passively learned material, in all probability they won't be able to. But what saves the brand and makes it part of the consumer's consideration set is an encounter with it at the store. Because its merchandised well.
For low involvement category brands to make it to a consumer's consideration set, passive learning must work in conjunction with great merchandising that acts as a recall trigger. One without other isn't good for brand. For it may result in either the consumer not recognising the brand on a shelf and therefore not considering it, or not encountering it on the shelf and therefore despite the possibility of recognition, failing to feature it in his consideration set.
Comments
It'll be mighty difficult to guess the sequence then :)