消费者行为学chapterlearning and memory

消费者行为学chapterlearningandmemory第1页/共53页3-2KeyPointsIt’simportantformarketerstounderstandhowconsumerslearnaboutproductsandservices.Conditioningresultsinlearning.Learnedassociationswithbrandsgeneralizetootherproducts.ThedifferencebetweenclassicalandinstrumentalconditioningWelearnbyobservingothers’behavior.Ourbrainsprocessinformationaboutbrandstoretaintheminmemory.Theotherproductsweassociatewithanindividualproductinfluenceshowwewillrememberit.Productshelpustoretrievememoriesfromourpast.第2页/共53页3-3Learningisanongoingprocess.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）第3页/共53页LearningTheoriesPsychologistswhostudylearninghaveadvancedseveraltheoriestoexplainthelearningprocess.behavioraltheoriesfocusonsimplestimulus-responseconnectionscognitivetheoriesareperspectivesthatregardconsumersascomplex-problemsolverswholearnabstractrulesandconceptsbyobservingothers.第4页/共53页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第5页/共53页3-6BehavioralLearningTheoriesBehaviorallearningtheories:assumethatlearningtakesplaceastheresultofresponsestoexternalevents.第6页/共53页TypesofBehavioralLearningTheoriesTherearetwotheorieswhicharetypesofbehaviorallearningtheories:classicalconditioninginstrumentalconditioning.Instrumentalconditioningisalsocalledoperantconditioning.Itmeanstoconditionbehaviorusingconsequences.Itreferstovoluntarybehaviors,whileclassicalconditioningworkstoconditionresponsestoinvoluntarybehaviors.第7页/共53页3-8TypesofBehavioralLearningTheoriesClassicalconditioning:astimulusthatelicits（诱出）aresponseispairedwithanotherstimulusthatinitiallydoesnotelicitaresponseonitsown.Instrumentalconditioning:theindividuallearnstoperformbehaviorsthatproducepositiveoutcomesandtoavoidthosethatyieldnegativeoutcomes.第8页/共53页3-9ClassicalConditioningIvanPavlovrangbellandputmeatpowderintodogs’mouths;repeateduntildogssalivated（分泌唾液）whenthebellrangMeatpowder=UCS(naturalreactionisdrooling)Bell=CS(dogslearnedtodroolwhenbellrang)Drooling（流口水）=CR第9页/共53页Experimentprocess第10页/共53页Experimentprocess第11页/共53页3-12MarketingApplicationsofRepetitionRepetitionincreaseslearningMoreexposures=increasedbrandawarenessWhenexposuredecreases,extinctionoccursHowever,tooMUCHexposureleadstoadvertisingwearout（疲劳）习惯成自然！第12页/共53页MinicaseInthe1980’s,theLacostecrocodilewasanexclusivelogosymbolizingcasualelegance（闲情雅致）.Whenitwasrepeatedonbabyclothesandotheritems,itlostitscache(珍稀特质)andbegantobereplacedbycontenders(竞争者)suchastheRalphLaurenPoloPlayer.第13页/共53页StimulusGeneralization（刺激泛化）Theprocessofstimulusgeneralizationiscriticaltobrandingandpackagingdecisionsthattrytocapitalizeonconsumer’spositiveassociationswithanexistingbrandorcompanyname.Marketerscanbasesomestrategiesonstimulusgeneralization.第14页/共53页3-15MarketingApplicationsof

StimulusGeneralizationStimulusgeneralization: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）第15页/共53页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！第16页/共53页第17页/共53页反思：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第18页/共53页3-19InstrumentalConditioningBehaviors=positiveoutcomesornegativeoutcomesInstrumentalconditionsoccursinoneoftheseways:Positivereinforcement（正强化）Negativereinforcement（负强化）Punishment（惩罚）Extinction（消退）第19页/共53页工具性条件反射

（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）惩罚塑造第20页/共53页第21页/共53页第22页/共53页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。第23页/共53页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”

第24页/共53页ReinforcementscheduleFixed-intervalreinforcement（定距强化）Variable-intervalreinforcement（变距强化）Fixed-ratioreinforcement（定比强化）Variable-rationreinforcement（变比强化）第25页/共53页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、新店开张促销第26页/共53页LoyaltytoBrandsRewardingconsumerswithfrequentflyermiles（累计飞行里数）isaneffectivewaytoreinforcethemandbuildbrandloyalty.第27页/共53页Gamification(游戏化):thenewfrontierforlearningTheelementsofgamingAdynamicdigitalenvironmentMultipleshort-andlong-termgoalsRapidandfrequentfeedbackArewardformostoralleffortsintheformofabadgeoravirtualproductFriendlycompetitioninalow-riskenvironmentAmanageabledegreeofuncertainty第28页/共53页CognitiveLearningTheoriesCognitivelearningtheoryapproaches

stresstheimportanceofinternalmentalprocesses.

Thisperspectiveviewspeopleasproblemsolverswhoactivelyuseinformationfromtheworldaroundthemtomastertheirenvironments.第29页/共53页3-30ObservationalLearningWewatchothers;wemodelbehaviorConditionsformodelingtooccur:Theconsumer’sattentionmustbedirectedtotheappropriatemodelTheconsumermustrememberwhatthemodeldoesandsaysTheconsumermustconvertinformationtoactionTheconsumermustbemotivatedtoperformactions第30页/共53页Prentice-Hall,cr20093-31第31页/共53页Prentice-Hall,cr20093-32第32页/共53页3-33Figure4.2

TheObservationalLearningProcessModeling:imitatingothers’behavior第33页/共53页第34页/共53页Howdowelearntobeconsumers?Memoryisaprocessofacquiringinformationandstoringitovertimesothatitwillbeavailablewhenweneedit.Contemporaryapproachestothestudyofmemoryemployaninformation-processingapproach.

Information-processingapproach;Mind=computerdata=input/output第35页/共53页3-36HowInformationGetsEncodedEncode（编码）:mentallyprogrammeaningTypesofmeaning:Sensorymeaning,suchastheliteralcolororshapeofapackageSemanticmeaning:symbolicassociationsEpisodic（插曲般的）memories:relatetoeventsthatarepersonallyrelevantNarrative（故事）:memoriesstoreinformationweacquireinstoryform第36页/共53页3-37Figure4.5TypesofMemory第37页/共53页3-38Figure3.6

AnAssociativeNetworks(联想网络)forPerfumes第38页/共53页3-39SpreadingActivation(激活扩散)Asonenodeisactivated,othernodesassociatedwithitalsobegintobetriggeredMeaningtypesofassociatednodes:Brand-specificAd-specificBrandidentificationProductcategoryEvaluativereactions第39页/共53页3-40LevelsofKnowledge（知识的层次）Individualnodes=meaningconceptsTwo(ormore)connectednodes=proposition(complexmeaning)Twoormorepropositions=schemaWeencodeinfothatisconsistentwithanexistingschemamorereadilyMeaning（意义）Schema（图式）Proposition（主张）Script(脚本、剧本)第40页/共53页3-41Retrieval（回溯）forPurchaseDecisionsRetrievinginformationoftenrequiresappropriatefactorsandcues:PhysiologicalfactorsSituationalfactorsConsumerattention;pioneeringbrand;descriptivebrandnamesViewingenvironment(continuousactivity;commercialorderinsequence)Postexperienceadvertisingeffects第41页/共53页Prentice-Hall,cr20093-42第42页/共53页3-43WhatMakesUsForget?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）第43页/共53页PictorialversusVerbalCuesThereissomeevidenceforthesuperiorityofvisualmemoryoververbalmemory.Pictorialadsmayenhancerecall,butdonotnecessarilyimprovecomprehension.第44页/共53页3-45MeasuringMemoryforMarketingStimuliRecognitionversusrecallProblemswithmemorymeasuresResponsebiasesMemorylapses（失误，过失）Omitting（遗漏）AveragingTelescoping（可伸缩状态）Illusion（错觉;假象

）oftrutheffect第45页/共53页MemoryandAdvertisingThisBrazilianadillustratesthatexternalmemoryaidslikePost-Itscanhelpustoremembermanyofthedetailsofmodernlife.第46页/共53页3-47TheMarketingPowerofNostalgiaMarketersmayresurrectpopularcharacterstoevokefondmemoriesofthepastNostalgia（怀旧）Retrobrand（复古品牌）第47页/共53页Nostalgia（怀旧）Nostalgiadescribestheemotionswhereweviewthepastwithlonging.Wereferencethegoodolddays.Whenmarketersplayonnostalgia,theywantustoattachourfondmemoriestonewproducts.Onewaytodothisistointroduceretrobrands(复古、怀旧品牌).Aretrobrandisanupdatedversionofabrandfromapriorhistoricalperiod.TheMiniCooper,PTCruiser,andVolkswagon’sNewBeetleareallretrobrands.第48页/共53页怀旧——记忆深处的难以抚去的情怀南方黑芝麻糊百年润发第49页/共53页促销活动持