Consumer learning is a significant part of what a marketer is thinking of. If you know how consumer learns in different conditions, you will probably make fewer mistakes in your communication and advertising. In chapter 5 we are learning how consumers learn: what motivate them will probably affect what they will be willing to listen to, how involved they are in specific type of consumption would make the difference in the degree they will be open to communication, etc.
Please discuse above in 4-5 sentences.