台大消费者行为cb 08 learning

1、Learning and Memory2002/04/171OverviewnWhat is Learning?nBehavioral Learning Theories 行為學習nVicarious Learning 代理學習nCognitive Learning Theory 認知學習nThe Role of Memory in Learning2002/04/172What Is Learning?n來自資訊與經驗的影響，而所產生的一種行為、情感以及思想上的相當持久的改變nLearning Theoriesubehavioral learningFemphasize the respon

2、ses to external eventsucognitive learningFstress the importance of internal mental processes2002/04/173The Consumer As a “Black Box”: A Behaviorist Perspective on Learning2002/04/174Behavioral Learning TheoriesnClassical Conditioning 古典制約nInstrumental Conditioning 工具制約2002/04/175Classical Conditioni

3、ngnThe unconditioned stimulus (US; UCS) evokes an unconditioned response (UR; UCR)nThe unconditioned response can be transferred to a conditioned stimulus (CS) through classical conditioningnSince this response arises from the conditioning it is called the conditioned response (CR)2002/04/176Classic

4、al Conditioning2002/04/177Marketing Applications of Classical ConditioningnRepetitionnStimulus Generalization 刺激類化ufamily brandinguproduct line extensionsulicensingulook-alike packaging2002/04/178Instrumental ConditioningnAlso known as “Operant Conditioning” 操作制約n4 types of learning outcomes: positi

5、ve reinforcement, negative reinforcement, punishment, extinction2002/04/179Four Types of Learning Outcomes2002/04/1710Reinforcement SchedulesuTotal Reinforcement (continuous reinforcement)uPartial ReinforcementFSystematic Reinforcement fixed-interval 固定間隔增強 fixed-ratio 固定比率（次數）增強FRandom Reinforcemen

6、t variable-interval variable-ratio2002/04/1711Vicarious LearningnAlso known as “observational learning” or “modeling”nindividuals learn behavior by observing the behavior of others and the consequences of such behaviorn3 ways of modeling:uovert modeling 外顯模仿學習ucovert modeling 晦隱模仿學習uverbal modeling

7、口頭模仿學習2002/04/1712Cognitive Learning TheorynCognitive learning: Learning based on mental activitiesnRange from very simple information acquisition to complex, creative problem solvingnInformation Processing Model: A cognitive learning theory that focuses on how information is stored in human memory

8、and how it is retrieved2002/04/1713The Role of Memory in (Cognitive) LearningnMemory ProcessnMemory SystemnMemory Organization - Associative networknRetrievalnForgetting2002/04/1714The Memory Process External InputsEncodingInformation isPlaced in MemoryStorageInformationis Retained in MemoryRetrieva

9、lInformation Stored in Memory is Found as Needed2002/04/1715 Relationships among memory systems2002/04/1716IBM PCExpensiveStatus BrandPrestigeCompatible with Other SystemsFast Response TimeEase of OperationEasy to LearnWidely AvailableReliableAn Associative Network for the IBM PC2002/04/1717The Cycl

10、e of RememberingRetrievalLearning2002/04/1718Success Retrieval Depends on.nStrength of memory trace of the to-be-remembered informationnThe number and strength of linkages between the to-be-remembered item and other memory nodesuSpreading activation: activating one memory node spreads through linkag

11、es to other nodes2002/04/1719Causes of ForgettingnDecay theoryumemories grow weaker with the passage of timenInterference theoryu the chances of retrieving a particular piece of information become smaller as interference from other information becomes larger2002/04/1720How Companies Can Help Consumers to Remem