We've come to the end of module two on learning and memory. So let's take a quick minute to review some of the major topics that we discussed. And I certainly hope you'll remember these first. A lot of the knowledge customers have about your products and services comes from simple associations between stimuli and responses. We talked about classical conditioning, as a very potent way to reinforce these connections that can last for many, many years. In addition to simple learning processes.

However, consumers also learn about what you sell by observing how others react to your products. So we talked about the process of modeling, where people tend to imitate the behavior of others, especially when they observe them being reinforced in a very positive way for doing those behaviors. We looked at how our brains process information About brands to retain them in memory. And we focused in particular about the types of associations people make across brands, that is the basic categories or schemas that they form in their brains, and how they use those schemas to decide what category a brand belongs to, and therefore, who its competitors are. And finally, we saw that products help us to retrieve memories from our past. And this is a potent way to market what you sell.

So we talked about the power of nostalgia, marketing, and linking your brands to prior areas of consumers life. I hope you enjoyed this module. The next one, the third module is on motivation and emotion. So please join me there. Thank you.