Cognitive learning is especially relevant to understand how consumers learn about innovation or in understanding how new residents learn about product alternatives.
Consumers learn of innovations from advertising ,friends and relatives and impartial sources such as magazines. Consideration of a new product requires that the consumer go through a series of mental or cognitive stages,namely, awareness, or interest and evaluation ,before deciding to adopt the product. For an innovation or new product to be adopted widely,knowledge must be diffused across group. In other words,learning about the new product must be widespread.
