文本讲稿2021-及课件

1、Consumer BehaviorTheoryEmpiricalConceptual Applied WEEK 2Prof. Long-TolbertFall 2014“We work to e, not to acquire.”Introduce cognitive theory and information processing concept Establish the influence of motivation, ability and opportunity as determinants of information processing and CB Define the

2、role of stimuli in information processing, with a focus on background musicReview the psychological concepts of perception, comprehension, knowledge and memory and their role in info processing and brand building Consider the role of nonverbal communication in marketing LECTURE 2 OBJECTIVESHow do co

3、nsumers learn about marketing offerings?How do marketers generate desirable consumer responses?Learning Approaches & CB Human info processorsCognitionsCognitive Responses Cognitive Learning Theory Level of Cognitive ProcessingLow-EffortInfo Processing High-EffortInfo Processing Conceptual Model of C

4、ognitive ProcessesMOTIVATIONConsistencyRisksInvolvementInterpersonal factorsthat enhance or reduce information processing A Resource Perspective Financial Intellectual Experience Emotional Sociocultural Categorical ABILITY Situational factors can enhance or reduceinformation processingDistractions T

5、ime pressureComplexity Control of info flow Rehearsal OPPORTUNITYThe Perceptual Process Translates raw stimuli into meaningLimited, selective, dividedSource identification & message comprehensionStimuli placement & content, selective exposureSensory Thresholds Thresholds of awarenessAbsolute Differe

6、ntial / JNDSubliminal perceptionsUnconscious primingDefinition and examples Perception And for a man who makes a career out of picking the right names for products and companies, I should have had my head examined for using a word like subliminal. As for those who thought it was all so terrible - we

7、ll, I had the same reaction when I first thought of it. But then, as a researcher, Ive always pushed on as far as I could. Why, compared to some schemes that have popped into my head, subliminal is one of the most innocent of schemes. The others? Hell, I buried them.DONT BELIEVE IT The Marketing Rol

8、e of Stimuli (1) (2) (3) Chapter Seven SlidePerception: Gestalt Psychology What role does memory serve in cognitive learning? MEMORY Nodes = Links Nodes vary in type / strength Knowledge structures Evoked sets Associative Networks Creating Product KnowledgeNew expansion via TeavanaLeave guns home Fi

9、x government Spreading of activation PrimingSchema & scripts Encoding & retrieval processes Spreading Activation & PrimingMemory &Information Processing TheoryRETRIEVAL?Retrieval RecognitionRecallMemory is KeyForgettingDecay Interference FamiliaritySalienceState-dependencyCASE: Nostalgia Marketing B

10、rings Memories Back CASE: How Under Armour Gets Noticed Draw the knowledge structure that best reflects the category to which Under Armour products best fit Create the message content for an advertisement that builds:(a) episodic memory of Under Armour products(b) semantic memory of Under Armour pro

11、ducts 3. Which of the above advertisements is likely to improve long-term memory for Under Armour products among competitors customers? Under Armour Exercise Nonverbal Communication Automatic, unconscious, responses; irrepressibility Congruence Diagnostic information Building trust 93%Types of Nonve

12、rbal Communication Facial expression Intonation Body movements Gestures Eye movements TouchSpace (2) Appearance (1) 8 Nonverbal CuesFunctional Roles of Nonverbal Cues Complement Accentuate Regulate Contradict Repetition Body motion and verbal stream = a more complete understanding of customer respon

13、ses to stimuli Non-verbal communications plays a complementary role in advertising and interpersonal communicationsNonverbal communications impacts behavior: (1) Provides information (diagnostic), (2) Regulates flow of conversation and interactions, (3) Expressivity (affective) and (4) Exerts social

14、 control Nonverbal responses to marketing stimuli may be stronger indicators of what people feel vs thinkMusic as stimuli has a powerful influence on non-verbal communications Non-Verbal Communication ConclusionsThe TRUTH about music and consumer behaviorUnderstanding how consumers learn about produ

15、cts/services is the foundation of behavioral change Cognitive learning creates enduring knowledge structures supportive of consumer behavior and decision makingCreative use of STIMULI facilitates consumer learning and promotes approach-avoidance behaviorNonverbal communications plays a major role in

16、 consumer learning and behavior A cognitive view of information processing -Evaluating the impact of only verbal communications on information processing provides an plete story of consumer behavior. Lecture 2 Take AwaysDraw the knowledge structure that best reflects the category to which Under Armour products best fit Create the verbal content for an advertisem