According to research done by Elizabeth Sproles and George Sproles (1990) in Journal of Consumer Affairs, there is a significant link between peoples learning styles and their “consumer styles”.

1. The perfectionist consumer style, which describes a consumer that searches carefully and systematically for best quality in products tend to learn through serious, analysis and through both active and observation oriented learning. These types of consumers are highly goal oriented.

2. The brand conscious, price equals quality consumer tends to be oriented toward buying more expensive, well known brands tend to find choosing known brands an expedient strategy that replaces thinking and learning in their consumer choices.

3. The novelty and fashion conscious consumer seems to line new and innovative products and gains excitement from seeking out new things. This consumer tends to not be concerned with implications or consequences of purchasing new or innovative products and services.

4. The recreational shopping consumer finds shopping a pleasant activity and engages in it because i t’s fun. This consumer engages in shopping as a social experience or because they like to be involved in their shopping.

5. The price value consumer tends to focus on sales and lower prices balanced against quality. This consumer tends to focus on active, fact acquisition. This consumer tends to shop market in-depth and do many comparisons to find proper balance of low price and quality.

6. The impulsive consumer buys at spur of moment and are unconcerned with how much is spent. This consumer does not want to be bothered with new information or learning about products or services..

7. The confused-by-overchoice consumer perceives too many brands and stores and experiences information overload in market. This person is overly detailed and fact oriented in their consumer process and becomes mentally overloaded, especially in a complex multichoice market.

In conclusion it is usually your corporate look that customers think of when they think of your business. The first impression of your company for a customer will probably be your logo, which they will use to make assumptions about your business. If your an entertainment or events company and your logo is dull boring and been done before then thats exact impression that they will have of your services. If your an IT company and your logo is sharp swift and technical, thats exact first impression that your customer will have of you and your business. - You know what they say, first impressions do last! On same note Corporate Identities are remembered.