AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand the basic theories of learning and how they relate to each other in terms of the learning situations they explain.
2. Know what factors determine the strength of learning.
3. Understand the characteristics and role of low?involvement learning versus high?involvement learning.
4. Know the nature and functioning of memory.
5. Understand how marketers use learning and memory theories to develop product positioning strategies.
6. Understand the meaning and importance of brand equity and brand leverage.