Learning Objectives

• Understand the elements of consumer learning and how they manifest
• Describe how learning differs for low-involvement vs. high-involvement products

Directions

Review the chart below and Chapter 4, Section 1 in the textbook.

Choose one example of a low-involvement product and one example of a high-involvement product.

For each product, map out how a consumer experiences each of the four stages; this should be documented in PowerPoint or other similarly presentable media. In addition to focusing on how consumers experience each of the elements of learning, focus on discussing how marketers can use this information to induce purchase behavior.

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