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Memory
Abstract
Learning takes place if there is a repeat of stimuli, or otherwise, extinction occurs, which is forgetting. To make the consumers learn the product and not lose sight for a long time is a primary focus for marketers. It means that marketers are more concerned about individuals' information storage and retrieval process. This chapter discusses the information-processing system, parts of this system, and forgetting as well as memorizing. At the end of the chapter, memory is evaluated from the point of view of marketing.
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