消费者行为学课件_chapter4_learning and memory.ppt

3 1 Chapter4LearningandMemory 3 2 KeyPoints It simportantformarketerstounderstandhowconsumerslearnaboutproductsandservices Conditioningresultsinlearning Learnedassociationswithbrandsgeneralizetootherproducts ThedifferencebetweenclassicalandinstrumentalconditioningWelearnbyobservingothers behavior Ourbrainsprocessinformationaboutbrandstoretaintheminmemory Theotherproductsweassociatewithanindividualproductinfluenceshowwewillrememberit Productshelpustoretrievememoriesfromourpast 3 3 Learningisanongoingprocess Learning arelativelypermanentchangeinbehaviorcausedbyexperience 学习是由经验引起的相对比较长久的行为改变 Thelearnerneednothavetheexperiencedirectly wecanalsolearnbyobservingeventsthataffectothers 观察学习 Incidentallearning casual unintentionalacquisitionofknowledge 偶然学习 偶发学习 LearningTheories Psychologistswhostudylearninghaveadvancedseveraltheoriestoexplainthelearningprocess behavioraltheoriesfocusonsimplestimulus responseconnectionscognitivetheoriesareperspectivesthatregardconsumersascomplex problemsolverswholearnabstractrulesandconceptsbyobservingothers Howdowelearn 巴甫洛夫鹦鹉学舌 动物表演桑代克黑猩猩 接竿问题 实验小孩子模仿大人行为心领神会 经典性条件作用操作性条件作用尝试错误学习顿悟学习观察学习潜伏学习 3 6 BehavioralLearningTheories Behaviorallearningtheories assumethatlearningtakesplaceastheresultofresponsestoexternalevents TypesofBehavioralLearningTheories Therearetwotheorieswhicharetypesofbehaviorallearningtheories classicalconditioninginstrumentalconditioning Instrumentalconditioningisalsocalledoperantconditioning Itmeanstoconditionbehaviorusingconsequences Itreferstovoluntarybehaviors whileclassicalconditioningworkstoconditionresponsestoinvoluntarybehaviors 3 8 TypesofBehavioralLearningTheories Classicalconditioning astimulusthatelicits 诱出 aresponseispairedwithanotherstimulusthatinitiallydoesnotelicitaresponseonitsown Instrumentalconditioning theindividuallearnstoperformbehaviorsthatproducepositiveoutcomesandtoavoidthosethatyieldnegativeoutcomes 3 9 ClassicalConditioning IvanPavlovrangbellandputmeatpowderintodogs mouths repeateduntildogssalivated 分泌唾液 whenthebellrangMeatpowder UCS naturalreactionisdrooling Bell CS dogslearnedtodroolwhenbellrang Drooling 流口水 CR Experimentprocess Experimentprocess 3 12 MarketingApplicationsofRepetition RepetitionincreaseslearningMoreexposures increasedbrandawarenessWhenexposuredecreases extinctionoccursHowever tooMUCHexposureleadstoadvertisingwearout 疲劳 习惯成自然 Minicase Inthe1980 s theLacostecrocodilewasanexclusivelogosymbolizingcasualelegance 闲情雅致 Whenitwasrepeatedonbabyclothesandotheritems itlostitscache 珍稀特质 andbegantobereplacedbycontenders 竞争者 suchastheRalphLaurenPoloPlayer StimulusGeneralization 刺激泛化 Theprocessofstimulusgeneralizationiscriticaltobrandingandpackagingdecisionsthattrytocapitalizeonconsumer spositiveassociationswithanexistingbrandorcompanyname Marketerscanbasesomestrategiesonstimulusgeneralization 3 15 MarketingApplicationsofStimulusGeneralization Stimulusgeneralization tendencyforstimulisimilartoaconditionedstimulustoevokesimilar unconditionedresponses Familybranding 家族品牌 Productlineextensions 产品线延伸 Licensing 特许经营 Look alikepackaging 相似包装 Haloeffect 光环效应 六个核桃和它的假兄假弟们 六个核桃是一种饮品的名字 把核桃做成核桃露 对人体的吸收率比较高 能够起到对人体的保健作用 主持人鲁豫代言的六个核桃非常受欢迎 广告语 经常用脑 多喝六个核桃 很多其他商家借此机会推出七个核桃和八个核桃 九个核桃 十个核桃居然还有全是核桃 反思 品牌的过度延伸 乐视 网络视频内容 手机 汽车微软 软件 手机和平板小米 手机 体重称 插座 净水器 笔记本电脑360做手机 阿里做社交和游戏 腾讯做电商和OS 3 19 InstrumentalConditioning Behaviors positiveoutcomesornegativeoutcomesInstrumentalconditionsoccursinoneoftheseways Positivereinforcement 正强化 Negativereinforcement 负强化 Punishment 惩罚 Extinction 消退 工具性条件反射 instrumentalconditioning 理解 又称操作性条件反射 指个体学会那些能产生积极结果并避免负面结果的行为重要概念强化 正强化 奖赏 负强化 恐吓 归避 惩罚塑造 负强化与惩罚的区别 负强化 当有机体自发作出某种反应之后 随即排除或避免了某种讨厌刺激或不愉快情境 从而使此类反应在以后的类似情境中发生的概率增加 这种操作即为负强化 惩罚 当有机体自发作出某种反映之后 随即呈现一个讨厌刺激 或不愉快情境 以期消除或抑制此类反应的过程 称为惩罚 负强化与惩罚的区别 比如 我知道你每个星期一都会睡过头 上课迟到 于是我在上周五跟你说 再迟到 周一罚站 现在这个好像算体罚学生 负强化 周一你没迟到 于是 避免被我罚站 惩罚 周一你还是迟到了 于是 我罚你站了一节课 Reinforcementschedule Fixed intervalreinforcement 定距强化 Variable intervalreinforcement 变距强化 Fixed ratioreinforcement 定比强化 Variable rationreinforcement 变比强化 Marketingapplicationsofinstrumentalconditioningprinciples 强化这一环节在操作性条件反射中要比在经典性条件反射中重要得多 因为在操作性条件反射中 没有自发的 刺激 反应 必须先诱导主体 消费者 做出所期望的反应 再对这种诱致的反应进行强化 一旦消费者试用了企业的产品并喜爱它 他们就很可能今后继续购买它 这种由部分反应到所期望的最终反应的过程称为行为塑造 Shaping 频繁营销 frequencymarketing 赠品促销 尝试 新店开张促销 LoyaltytoBrands Rewardingconsumerswithfrequentflyermiles 累计飞行里数 isaneffectivewaytoreinforcethemandbuildbrandloyalty Gamification 游戏化 thenewfrontierforlearning TheelementsofgamingAdynamicdigitalenvironmentMultipleshort andlong termgoalsRapidandfrequentfeedbackArewardformostoralleffortsintheformofabadgeoravirtualproductFriendlycompetitioninalow riskenvironmentAmanageabledegreeofuncertainty CognitiveLearningTheories Cognitivelearningtheoryapproachesstresstheimportanceofinternalmentalprocesses Thisperspectiveviewspeopleasproblemsolverswhoactivelyuseinformationfromtheworldaroundthemtomastertheirenvironments 3 30 ObservationalLearning Wewatchothers wemodelbehaviorConditionsformodelingtooccur Theconsumer sattentionmustbedirectedtotheappropriatemodelTheconsumermustrememberwhatthemodeldoesandsaysTheconsumermustconvertinformationtoactionTheconsumermustbemotivatedtoperformactions Prentice Hall cr2009 3 31 Prentice Hall cr2009 3 32 3 33 Figure4 2TheObservationalLearningProcess Modeling imitatingothers behavior Howdowelearntobeconsumers Memoryisaprocessofacquiringinformationandstoringitovertimesothatitwillbeavailablewhenweneedit Contemporaryapproachestothestudyofmemoryemployaninformation processingapproach Information processingapproach Mind computerdata input output 3 36 HowInformationGetsEncoded Encode 编码 mentallyprogrammeaningTypesofmeaning Sensorymeaning suchastheliteralcolororshapeofapackageSemanticmeaning symbolicassociationsEpisodic 插曲般的 memories relatetoeventsthatarepersonallyrelevantNarrative 故事 memoriesstoreinformationweacquireinstoryform 3 37 Figure4 5TypesofMemory 3 38 Figure3 6AnAssociativeNetworks 联想网络 forPerfumes 3 39 SpreadingActivation 激活扩散 Asonenodeisactivated othernodesassociatedwithitalsobegintobetriggeredMeaningtypesofassociatednodes Brand specificAd specificBrandidentificationProductcategoryEvaluativereactions 3 40 LevelsofKnowledge 知识的层次 Individualnodes meaningconceptsTwo ormore connectednodes proposition complexmeaning Twoormorepropositions schemaWeencodeinfothatisconsistentwithanexistingschemamorereadily Meaning 意义 Schema 图式 Proposition 主张 Script 脚本 剧本 3 41 Retrieval 回溯 forPurchaseDecisions Retrievinginformationoftenrequiresappropriatefactorsandcues PhysiologicalfactorsSituationalfactorsConsumerattention pioneeringbrand descriptivebrandnamesViewingenvironment continuousactivity commercialorderinsequence Postexperienceadvertisingeffects Prentice Hall cr2009 3 42 3 43 WhatMakesUsForget Appropriatefactors cuesforretrieval State dependentretrieval moodcongruenceeffect 情绪一致性效应 Familiarity 熟悉 Salience 突出 显著 Visualmemory 视觉记忆 versusverbalmemory 言语记忆 PictorialversusVerbalCues Thereissomeevidenceforthesuperiorityofvisualmemoryoververbalmemory Pictorialadsmayenhancerecall butdonotnecessarilyimprovecomprehension 3 45 MeasuringMemoryforMarketingStimuli RecognitionversusrecallProblemswithmemorymeasuresResponsebiasesMemorylapses 失误 过失 Omitting 遗漏 AveragingTelescoping 可伸缩状态 Illusion 错觉 假象 oftrutheffect MemoryandAdvertising ThisBrazilianadillustratesthatexternalmemoryaidslikePost Itscanhelpustoremembermanyofthedetailsofmodernlife 3 47 TheMarketingPowerofNostalgia MarketersmayresurrectpopularcharacterstoevokefondmemoriesofthepastNostalgia 怀旧 Retrobrand 复古品牌 Nostalgia 怀旧 Nostalgiadescribestheemotionswhereweviewthepastwithlonging Wereferencethegoodolddays Whenmarketersplayonnostalgia theywant