消费者行为学英文版版教学课件第3章

1、Chapter 3Learning and Memory3-1CONSUMER BEHAVIOR, 10eMichael R. SolomonChapter 3Learning and Memory33-2Learning ObjectivesWhen you finish this chapter, you should understand why:Its important for marketers to understand how consumers learn about products and services.Conditioning results in learning

2、.Learned associations can generalize to other things and why this is important to marketers.There is a difference between classical and instrumental conditioning.3-2Learning ObjectivesWhen you3-3Learning Objectives (continued)We learn by observing others behavior. Our brains process information abou

3、t brands to retain them in memory.The other products we associate with an individual product influence how we will remember it.Products help us to retrieve memories from our past.Marketers measure our memories about products.3-3Learning Objectives (continLearning Objective 1It is important to unders

4、tand how consumers learn about products and services2-4Learning Objective 1It is impoTheories of Learning Behavioral learning theories focus on stimulus-response connectionsCognitive theories focus on consumers as problem solvers who learn when they observe relationships 2-5Theories of Learning Beha

5、viora3-6Learning Objective 2Conditioning results in learning.3-6Learning Objective 2Conditi3-7Types of Behavioral Learning TheoriesClassical conditioning: a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.Instrumental conditioning

6、 (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.3-7Types of Behavioral Learnin3-8Classical ConditioningComponents of ConditioningUnconditioned stimulusConditioned stimulusConditioned responseCond

7、itioning IssuesRepetitionStimulus generalizationStimulus discrimination3-8Classical ConditioningCompoFor ReflectionHow might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web sites avatar who resembles Albert Einstein?2-9For ReflectionHow migh

8、t classiLearning Objective 3Learned associations with brands generalize to other products. We can utilize these associations in marketing applications throughRepetitionConditioned product associationsStimulus generalizations2-10Learning Objective 3Learned as3-11Marketing Applications of RepetitionRe

9、petition increases learningMore exposures = increased brand awarenessWhen exposure decreases, extinction occursHowever, too MUCH exposure leads to advertising wear outExample: Izod crocodile on clothes3-11Marketing Applications of 3-12Marketing Applications of Stimulus Generalization Stimulus genera

10、lization: tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses.Family brandingProduct line extensionsLicensingLook-alike packaging3-12Marketing Applications of 3-13For ReflectionSome advertisers use well-known songs to promote their products. They often pa

11、y more for the song than for original compositions. How do you react when one of your favorite songs turns up in a commercial?Why do advertisers do this? How does this relate to learning theory?3-13For ReflectionSome advertiLearning Objective 4There is a difference between classical and instrumental

12、 conditioning and both processes help consumers to learn about products. 2-14Learning Objective 4There is aHow Does Instrumental Conditioning Occur?Positive reinforcementNegative reinforcementPunishment3-15How Does Instrumental Conditi3-16Figure 3.1 Types of Reinforcement3-16Figure 3.1 Types of Rein

13、foFor ReflectionWhat kind of reinforcement is being used when stores offer loyalty programs?Provide several examples and identity the reinforcement approach being used. 2-17For ReflectionWhat kind of reiLearning Objective 5We learn about products by observing others behavior. 2-18Learning Objective

14、5We learn aFor ReflectionTo what extent do you emulate a celebritys choices? How does this differ for celebrities who are overtly endorsing a brand versus those who have an organic brand relationship? 2-19For ReflectionTo what extent dLearning Objective 6Our brains process information about brands t

15、o retain them in memory.2-20Learning Objective 6Our brains3-21Memory Systems3-21Memory SystemsFor ReflectionWhats a memory that you just cant seem to forget (bonus, if you think of one related to a brand)?Now that you know the types of memory and how your mind stores information, why do you think th

16、e memory stays with you?2-22For ReflectionWhats a memory Figure 3.6 Learning Objective 7The other products we associate with an individual product influence how we will remember it. 2-23Figure 3.6 Learning Objective 3-24Spreading ActivationBrand-specificAd-specificBrand identificationProduct categor

17、yEvaluative reactions3-24Spreading ActivationBrand-For ReflectionIdentify a script you expect when you use a specific product. Did your script facilitate or limit marketing objectives? 2-25For ReflectionIdentify a scripLearning Objective 8Products help us to retrieve memories from our past.2-26Learn

18、ing Objective 8Products h3-27Understanding When We Remember State-dependent retrievalFamiliarity and recallSalience and the “von Restorff” effectViewing contextPictorial versus verbal cues3-27Understanding When We RemeFor ReflectionList three of your favorite foods. What memories do you have associa

19、ted with these foods?Are the foods associated with specific family events like a gathering for St. Patricks Day? Explain.2-28For ReflectionList three of yoLearning Objective 9Marketers measure our memories about products and ads.2-29Learning Objective 9Marketers 3-30Measuring Memory for Marketing StimuliRecognition versus recallProblems with memory measuresResponse biasesMemory lapsesOmittingAveragingTelescopingIllusion of truth effect3-30Measuring Memory for Marke3-31The Marketing Power of NostalgiaMarketers may resurrect popular characters to evoke fond memories of the pastNos