Because consumers generally learn more information than they can readily retrieve:

Question

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Matching the retrieval and learning environments helps consumers retrieve information that they have learned in a way that is more accessible and usable. This can be done through consistent branding, messaging, and presentation across different channels and touchpoints. Using bright colors may catch consumers' attention but does not necessarily aid in information retrieval or use. It is not true that consumers can hardly make use of advertising information as effective advertising can help consumers learn and retrieve information about products and services.

Because Consumers Generally Learn More Information Than They Can Readily