消费基础及行为 6

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter4LearningandMemoryCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives(1of2)4.1

Itisimportanttounderstandhowconsumerslearnaboutproductsandservices.4.2

Conditioningresultsinlearning.4.3

Learnedassociationswithbrandsgeneralizetootherproducts.4.4

Thereisadifferencebetweenclassicalandinstrumentalconditioning,andbothprocesseshelpconsumerslearnaboutproducts.LearningObjectives(2of2)4.5

Welearnaboutproductsbyobservingothers’behavior.4.6

Ourbrainsprocessinformationaboutbrandstoretaintheminmemory.4.7

Theotherproductsweassociatewithanindividualproductinfluencehowwewillrememberit.4.8

Productshelpustoretrievememoriesfromourpast.4.9

Marketermeasureourmemoriesaboutproductsandads.LearningObjective4.1ItisimportanttounderstandhowconsumerslearnaboutproductsandservicesHowDoWeLearn?LearningIncidentallearningLearningObjective4.2Conditioningresultsinlearning.TheoriesofLearningBehaviorallearningtheoriesfocusonstimulus-responseconnectionsCognitivetheoriesfocusonconsumersasproblemsolverswholearnwhentheyobserverelationshipsTypesofBehavioralLearningTheoriesClassicalconditioning:astimulusthatelicitsaresponseispairedwithanotherstimulusthatinitiallydoesnotelicitaresponseonitsown.Instrumentalconditioning(also,operantconditioning):theindividuallearnstoperformbehaviorsthatproducepositiveoutcomesandtoavoidthosethatyieldnegativeoutcomes.ClassicalConditioningComponentsofConditioningUnconditionedstimulusConditionedstimulusConditionedresponseConditioningIssuesRepetitionStimulusgeneralizationStimulusdiscriminationExtinctionStimulusStimulusgeneralizationHaloeffectStimulusdiscriminationClassicalConditioningPrincipleBrandequityForReflection(1of8)HowmightclassicalconditioningoperateforaconsumerwhovisitsanewtutoringWebsiteandisgreetedbytheWebsite’savatarwhoresemblesAlbertEinstein?LearningObjective4.3Learnedassociationswithbrandsgeneralizetootherproducts.MarketingApplicationsofRepetitionRepetitionincreaseslearningMoreexposures=increasedbrandawarenessWhenexposuredecreases,extinctionoccursHowever,tooMUCHexposureleadstoadvertisingwearoutExample:IzodcrocodileonclothesMarketingApplicationsofStimulusGeneralizationStimulusgeneralization:tendencyforstimulisimilartoaconditionedstimulustoevokesimilar,unconditionedresponses.FamilybrandingProductlineextensionsLicensingLook-alikepackagingForReflection(2of8)Someadvertisersusewell-knownsongstopromotetheirproducts.Theyoftenpaymoreforthesongthanfororiginalcompositions.Howdoyoureactwhenoneofyourfavoritesongsturnsupinacommercial?Whydoadvertisersdothis?Howdoesthisrelatetolearningtheory?LearningObjective4.4Thereisadifferencebetweenclassicalandinstrumentalconditioningandbothprocesseshelpconsumerstolearnaboutproducts.HowDoesInstrumentalConditioningOccur?PositivereinforcementNegativereinforcementPunishmentFigure4.1TypesofReinforcementMarketingApplicationsofInstrumentalConditioningPrinciplesFrequencymarketingGamificationEndowedprogresseffectStoreandbrandloyaltySocialmarketingEmployeeperformanceCognitiveLearningTheoryInternallearningprocessesForReflection(3of8)Whatkindofreinforcementisbeingusedwhenstoresofferloyaltyprograms?Provideseveralexamplesandidentifythereinforcementapproachbeingused.LearningObjective4.5Welearnaboutproductsbyobservingothers’behavior.ObservationalLearningSocialdefaultandmodelingTheconsumer’sattentionmustbedirectedtotheappropriatemodel.Theconsumermustrememberwhatthemodelsaysordoes.Theconsumermustconvertthisinformationintoactions.Theconsumermustbemotivatedtoperformtheseactions.HowDoWeLearntoBeConsumers?ConsumersocializationParent’sinfluenceAuthoritarianNeglectingIndulgentFigure4.3FiveStagesofConsumerDevelopmentCognitiveDevelopmentLimitedCuedStrategicMultiple-intelligencetheoryForReflection(4of8)Howdidyourparentsinfluenceyourdevelopmentasaconsumer?Howmuchfreedomwereyouprovidedintermsofyourconsumerchoices?LearningObjective4.6Ourbrainsprocessinformationaboutbrandstoretaintheminmemory.MemoryEncodingStoragestageRetrievalEpisodicmemoriesNarrativeActivationmodelsofmemoryMemorySystemsForReflection(5of8)What’samemorythatyoujustcan’tseemtoforget(bonus,ifyouthinkofonerelatedtoabrand)?Nowthatyouknowthetypesofmemoryandhowyourmindstoresinformation,whydoyouthinkthememorystayswithyou?LearningObjective4.7Theotherproductsweassociatewithanindividualproductinfluencehowwewillrememberit.SpreadingActivationBrand-specificAd-specificBrandidentificationProductcategoryEvaluativereactionsLevelsofKnowledgeSchemaScriptServicescriptsRetrievingMemoriesPioneeringbrandFollowerbrandsSpacingeffectForgettingDecayInterferenceState-dependentretrievalHighlightingeffectSalienceVonRestorffeffectMixedandUnipolaremotionsHybridAdsLearningObjective4.8Marketersmeasureourmemoriesaboutproductsandads.MeasuringMemoryforMarketingStimuliRecognitionversusrecallProblemswithmemorymeasuresResponsebiasesMemorylapsesOmittingAveragingTelescopingIllusionoftrutheffectForReflection(7of8)Listthreeofyourfavoritefoods.Whatmemoriesdoyouhaveassociatedwiththesefoods?ArethefoodsassociatedwithspecificfamilyeventslikeagatheringforSt.Patrick’sDay?Explain.LearningObjective4.9Productshelpustoretrievememoriesfromourpast.TheMarketingPowerofNostalgiaMark