Did You Know?

Ebbinghaus did a research in 1885 which formed the basis for the psychological study of learning.

His research involved just one subject Himself!

His findings are portrayed in figure 1 which:

• Shows as the lesson is repeated on successive days, the rate of forgetting slows down.
• The number of new exposures needed for relearning is reduced.

View of Stanford Professor Michael L Ray; explains the theory of learning further as:

“The promise of learning theory is simply this. If learning theory indicated how responses are linked to particular stimuli, it can help explain how consumers developed their understanding of the environment and apply it to a variety of consumption acts.”

These initial thoughts were the foundations on which Hubert Zielske studied repeated advertising exposures in 1959, Herbert E Krugman in 1972 where he postulated the Three Hit Theory which was followed by Mc. Donald study, John Philips Jones (STAS), Leo Bogart, Ehernberg.