消费者行为学第9章.ppt

第九章 学习、记忆与产品定位CHAPTER9LEARNING,MEMORY,AND PRODUCT POSITIONINGConsumer Behavior In The NewsCan they really do that?Can they really do that?Hersheys,long known for its Hersheys,long known for its great candy bars,has great candy bars,has extended into cookies.extended into cookies.In fact,they have gone so far In fact,they have gone so far as to use the Hershey name as to use the Hershey name on the cookie.on the cookie.Is this a smart move for the Is this a smart move for the Hershey brand?Hershey brand?Why?Why?Consumer Behavior In The NewsCan they really do that?Can they really do that?Is this a smart move for the Hershey Is this a smart move for the Hershey brand?brand?More than likely,yes.More than likely,yes.Why?Why?Hersheys Cookies LEVERAGES Hersheys Cookies LEVERAGES the strong Hershey name.the strong Hershey name.It does so in a category for which It does so in a category for which there is a strong fit on factors such there is a strong fit on factors such as taste and quality.as taste and quality.9.1学习和记忆的性质The Nature of Learning and Memory学习是指长期记忆或行为在内容和结构上的变化，是信息处理的结果。Learning is any change in the content or organization of long-term memory or behavior and is the result of information processing.Consumer behaviorConsumer behavior is largely learned behavior.知觉系统处理信息的摄取，包括展露、注意阶段，可能是有意识的或者无意识的。短时记忆负责在信息被解释和转化为长期信息的过程中暂时保留信息。长期记忆则负责在决策中用到的信息的存储和提取。9.2记忆在学习中的角色Memorys Role in LearningMemorys Role in Learning学习是以往学习经验的总积累。记忆是学习的关键，由两个相互关联的部分即短时记忆和长期记忆组成。Memory consists of two interrelated componentsMemory consists of two interrelated components:Short-term Memory(STM)a.k.a.（又名）（又名）working memory（工作记忆）（工作记忆）is that portion of total memory that is currently activated or in use.短时记忆是整体记忆中处于活跃状态或处于工作状态的部分。Long-term Memory(LTM)is that portion of total memory devoted to permanent information storage.长期记忆则是整个记忆中用于储存永久信息的部分。Semantic memory（语义记忆）Episodic memory（情节记忆）（情节记忆）Semantic memory（语义记忆）is the basic knowledge and feelings an individual has about a concept.语义记忆是个体对于某个概念的最基本的知识和感觉，代表一个人对事物或事件在最简单水平上的理解。Episodic memory（情节记忆）（情节记忆）is the memory of a sequence of events in which a person participated.情节记忆是对个人所参与的系列事件的记忆。9.2.1短时记忆Short-Term Memory短时记忆类似于我们通常所说的思考，是一个活跃、动态的过程，而不是一个静态的过程。STM is Short Lived（短时记忆是短暂存在的）（短时记忆是短暂存在的）Consumers must constantly refresh information through maintenance rehearsal（保持性复述）（保持性复述）or it will be lost.STM has Limited Capacity（短时记忆只有有限的容量）（短时记忆只有有限的容量）Consumers can only hold so much information in current memory.Elaborative Activities Occur in STM（短时记忆中的加工活动）（短时记忆中的加工活动）Elaborative activities serve to redefine or add new elements to memory and can involve both conceptsconcepts（概念）（概念）（概念）（概念）and imageryimagery（意象）（意象）（意象）（意象）.加工活动是运用已有的经验、价值观、态度、信念、感觉来解释和评价当前记忆中的信息以及添加与以前所存储的信息相关的内容。加工性活动对进入记忆中的新元素进行重新界定或添加。Camelbak骆驼背conceptsconcepts（概念）（概念）（概念）（概念）and imageryimagery（意象）（意象）（意象）（意象）概念是对现实的抽象，用其他的概念来反映事物的含义，与词典中对词的定义类似。因此，当第一次接触camelbak这个新概念时，消费者可能会想起水壶和背包这些概念。Camelbak骆驼背意象是思想、情感和事物在感觉上的具体表现，直接再现过去的经历。因此，意象处理涉及感官影像的回忆和运用，包括视觉、嗅觉、味觉、触觉。从喷水口流出的水与周围干旱土地形成了对比。这些具体的影像诱导消费者回忆起上一次骑车旅行时的口渴，广告词，“请想象。的画面”，“请感受。”9.2.2长期记忆Long-Term Memory长期记忆被视为一种无限、永久的记忆，能存储各种类型的信息，如概念、决策规则、过程、情感状态等。图式图式 Schemas(a.k.a.schematic memory)概念和情节都能概念和情节都能通过与其他概念和情节联系起来获得更深的意义，这种围绕特通过与其他概念和情节联系起来获得更深的意义，这种围绕特定概念形成的系列联想叫做图式（定概念形成的系列联想叫做图式（schema）或图式记忆）或图式记忆（schematic memory），有时也叫知识结构。），有时也叫知识结构。A Partial Schematic Memory for Mountain Dew9.2.2长期记忆Long-Term Memory长期记忆被视为一种无限、永久的记忆，能存储各种类型的信息，如概念、决策规则、过程、情感状态等。脚本脚本 script关于行动序列是什么样或应当是什么样的记忆，例关于行动序列是什么样或应当是什么样的记忆，例如购买和饮用软饮料解渴，是一种特殊类型的图式，被称为脚如购买和饮用软饮料解渴，是一种特殊类型的图式，被称为脚本。本。新零售形式所面临的问题，就是要使消费者获得以新的方式购物的记忆脚本。9.2.2长期记忆Long-Term Memory长期记忆被视为一种无限、永久的记忆，能存储各种类型的信息，如概念、决策规则、过程、情感状态等。长期记忆中的信息提取长期记忆中的信息提取RetrievalRetrieval信息从长期记忆中被回忆信息从长期记忆中被回忆起来的可能性和容易程度被称为可达性（起来的可能性和容易程度被称为可达性（accessibility）.记忆记忆中的某个信息节点或节点之间的联系，在每次被激活或者被选中的某个信息节点或节点之间的联系，在每次被激活或者被选取的时候都被加强了。取的时候都被加强了。首先，可达性可以通过复述、重复和加工来提高。品牌的可达性效应被称做首及知晓（top-of-mind awareness）。其次，可达性与进入头脑的联想的强度和数量相关。最后，可达性与节点间的联系强度和直接性相关。Explicit memoryExplicit memory（显性记忆）is characterized by the conscious recollection of an exposure event.显性记忆是指对展露过的事件有意识地回想。Implicit memoryImplicit memory（隐性记忆）（隐性记忆）involves the nonconscious retrieval of previously encountered stimuli.隐性记忆是对以前遇到的刺激的无意识回忆。9.3高介入状态和低介入状态下的学习Learning Under High and Low InvolvementA High-involvement learning High-involvement learning(高介入状态的学习)situation is one in which the consumer is motivated to process or learn the material.高介入状态的学习是消费者有目的地、主动地处理和学习信息。A Low-involvement learning Low-involvement learning（低介入状态的学习）situation is one in which the consumer has little or no motivation to process or learn the material.低介入状态下的学习则是指消费者没有动机处理和学习信息。Most consumer learning occurs in relatively low involvement contexts.The way a communication should be structured differs depending on the level of involvement the audience is expected to have.（沟通方式应该根据受众介入程度的不同而有所差别）9.3.1条件作用ConditioningConditioning Conditioning Conditioning is a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned.条件作用最恰当的描述，应该理解为可以被营销者用来增加消费者在两个刺激之间形成或者习得某种联系的可能性的一些列步骤。There are two types of conditioning:A Classical Conditioning（经经典性条件反射）典性条件反射）B Operant Conditioning（操作性条件反射）（操作性条件反射）Classical conditioningClassical conditioning is the process of using an established relationship between one stimulus(music)and response(pleasant feelings)to bring about the learning of the same response(pleasant feelings)to a different stimulus(the brand).运用某个刺激（音乐）和反应（愉快的感觉）之间既定的关系，使人学会对于另外的刺激（品牌）做出相同反应的过程叫经典性条件反射。Classical ConditioningClassical ConditioningClassical Conditioning不断地在令人兴奋地体育节目中宣传某种产品，会使该产品本身令人兴奋。一个不知名的政界候选人可以通过不断地在其竞选广告或露面现场，播放具有爱国内容的背景音乐，而是人们觉得其是爱国的。商店内播放圣诞音乐会激发给予和分享的情绪反应，从而增加消费者的购买倾向。注意：经典型条件反射经常会在低介入状态下发生，设计较低水平的信息处理和注意。Operant conditioningOperant conditioning (or instrumental learning)involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.操作性条件反射（或工具性学习），涉及用正向的结果激励、强化所期望的行为（如购买某种品牌）。Operant Conditioning与经典性条件反射中消费者自发地产生联想不同，操作性条件反射要诱导消费者先做出某种期望的反应行为，并使之逐渐理解这种行为的好处能带来正面结果、从而对诱发的反应进行强化。Shaping Can Be Used in Operant Conditioning免费试用、新产品的特价折扣以及有奖活动都是对消费者尝试某种产品或品牌而给予的奖励。如果他们尝试并喜欢这种产品或品牌（强化），将来就很可能进一步购买。这种由鼓励部分反应到达成所期望的最终反应的过程（消费免费试用品、折价购买、全价购买），叫做行为塑造（shaping）。操作性条件反射被营销者广泛运用，最普遍的一种便是使产品质量保持一致，其他还包括：在销售之后，通过信函、人员回访等形式祝贺购买者做出了明治的选择。对于光顾某一商店的购买者给予诸如商品赠券、折扣、奖励之类的“额外”强化。免费派送试用品或优惠券鼓励消费者试用产品（塑形）通过提供娱乐场所、空调设施、精美布置，使购物场所令人愉快（强化）Cognitive LearningCognitive Learning Cognitive learning Cognitive learning encompasses all the mental activities of humans as they work to solve problems or cope with situations.It involves learning ideas,concepts,attitudes,and fact that contribute to our ability to reason,solve problems,and learn relationships without direct experience or reinforcement.认知学习包括人们为解决问题或适应环境所进行的一切脑力活动，涉及对诸如观念、概念、态度、事实等方面的学习，这些方面有助于我们形成在没有直接经历和强化条件下进行推理、解决问题和理解事物之间关系的能力。9.3.2认知学习Cognitive Learning1.1.A Iconic Rote LearningA Iconic Rote Learning（图标图标图标图标式机械学式机械学式机械学式机械学习习习习）2.2.B Vicarious Learning/ModelingB Vicarious Learning/Modeling（替代式学（替代式学（替代式学（替代式学习习习习/模仿）模仿）模仿）模仿）3.3.C Analytical ReasoningC Analytical Reasoning（分析性推理）（分析性推理）（分析性推理）（分析性推理）Cognitive LearningLearning a concept or the association between two or more concepts in the absence of conditioning is known as iconic iconic rote learningrote learning.在没有条件作用的情况下学习一个概念或者两在没有条件作用的情况下学习一个概念或者两个或多个概念之间的联系，叫做图标式机械学习。个或多个概念之间的联系，叫做图标式机械学习。In iconic rote learning there is neither an unconditioned stimulus(classical)nor a direct reward or reinforcement(operant)involved.Repetition tends to be critical to iconic rote learning.Iconic Rote Learning（图标式机械学习）（图标式机械学习）新康泰克是治疗感冒的特效药！新康泰克是治疗感冒的特效药！新康泰克是治疗感冒的特效药！新康泰克是治疗感冒的特效药！Vicarious learningVicarious learning or modelingmodeling can include observing the outcomes of others behaviors and adjusting their own accordingly.In addition,they can use imagery to anticipate the outcome of various courses of action.消费者并不一定要通过直接的体验奖赏或惩罚来学习，可以通过观察他人的行为和后果来调整自己的行为。类似地，还可以运用意象来预测不同行为的后果，这种类型的学习被称为替代性学习或模仿。Vicarious Learning/Modeling（替代式学习（替代式学习/模仿）模仿）This type of learning is common in both low-and high-involvement situation.Many ads encourage consumers to imagine the feeling and experience of using a product.Such images not only enhance learning about the product,but may even influence how the product is evaluated after an actual trial.Analytical reasoningAnalytical reasoning is the most complex form of cognitive cognitive learninglearning.Individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts.个体进行创造性思考对已有的信息和新信息进行重新构造和组合从而形成新的概念和联想。Information from a credible source that contradicts or challenges ones existing beliefs will often trigger reasoning.使用类比是分析性推理的一种形式。Analogical reasoningAnalogical reasoning（类推）（类推）（类推）（类推）allows consumers to use an existing knowledge base to understand a new situation or object.类推（analogical reasoning）就是消费者基于现有的知识去理解新的环境和事物。Analytical Reasoning（分析性推理）（分析性推理）Stimulus discrimination Stimulus discrimination（刺激辨（刺激辨（刺激辨（刺激辨别别别别）or differentiationor differentiation（区（区（区（区别别别别）refers to the process of learning to respond differently to similar but distinct stimuli.刺激辨别是指对于相似但不同的刺激做出不同反应的学习过程。Stimulus generalization Stimulus generalization（刺激泛（刺激泛（刺激泛（刺激泛化）化）化）化）or rub-off effector rub-off effect occurs when a response to one stimulus is elicited by a similar but distinct stimulus。刺激泛化，又叫“rub-off effect”，是指对某种刺激的反应经由另一种不同但类似的刺激引起。9.3.3学习推广和区别Learning to Generalize and DifferentiateMarketers want consumers to learn and remember positive features,feelings,and behaviors associated with their brands.9.4 学习、记忆和提取Learning,Memory,and Retrieval在条件作用的学习中，遗忘常被叫做消退在认知学习中，遗忘常被叫做记忆提取失败Forgetting over Time:Magazine AdvertisementStrength of LearningStrength of Learning首先学首先学首先学首先学习习习习的的的的强强强强度在一开始就可能度在一开始就可能度在一开始就可能度在一开始就可能很弱；很弱；很弱；很弱；Memory InterferenceMemory Interference来自来自来自来自竞竞竞竞争品牌及其广告的信息可争品牌及其广告的信息可争品牌及其广告的信息可争品牌及其广告的信息可能能能能导导导导致致致致记忆记忆记忆记忆干干干干扰扰扰扰；Response EnvironmentResponse Environment做出反做出反做出反做出反应应应应的的的的环环环环境（如零售店）境（如零售店）境（如零售店）境（如零售店）也也也也许许许许无助于无助于无助于无助于对对对对先前从先前从先前从先前从别别别别的的的的环环环环境（如广告）学境（如广告）学境（如广告）学境（如广告）学习习习习到的信息到的信息到的信息到的信息的提取。的提取。的提取。的提取。9.4 学习、记忆和提取Learning,Memory,and Retrieval9.4 学习、记忆和提取Learning,Memory,and RetrievalWhat is required to bring about a long-lasting learned response?One factor is strength of learningstrength of learning（学习的强度）（学习的强度）.The stronger the original learning(e.g.,of nodes and links between nodes),the more likely relevant information will be retrieved when required.9.4.1Strength of learning9.4.1Strength of learning（学习强度）（学习强度）（学习强度）（学习强度）Strength of learning is enhanced by six factors:Strength of learning is enhanced by six factors:1.1.ImportanceImportance重要性重要性重要性重要性2.2.Message Involvement Message Involvement 信息介入度信息介入度信息介入度信息介入度3.3.Mood Mood 情情情情绪绪绪绪4.4.Reinforcement Reinforcement 强强强强化化化化5.5.Repetition Repetition 重复重复重复重复6.6.Dual Coding Dual Coding 双重双重双重双重编码编码编码编码Strength of LearningImportance Importance refers to the value that consumers place on the information to be learned.重要性是指所学信息对于消费者的价值。ImportanceImportance might be driving by inherent interest in the product or brand,or might be driven by the need to make a decision in the near future.ImportanceWhen a consumer is not motivated to learn the material,processing can be increased by causing the person to become involved with the message itself.Example:Playing an instrumental version of a popular song with lyrics related to product attributes may cause people to“sing along,”either out loud or mentally.气味、悬念与自我参考Self referencingSelf referencing（自我参考）uses second-person pronouns(you,your)in ads to encourage consumers to relate brand information to themselves.（怀旧风格的广告）Message Involvement信息介入度信息介入度A positive mood during the presentation of information such as brand names enhances learning.A positive mood during the reception of information appears to enhance its relational elaborationit is compared with and evaluated against more categories.正面情绪可以促进相关的加工活动该品牌被与更多的类别进行比较和评价，从而在众多其他品牌和概念中生成一个更全面和更强的联系，信息提取也更容易。This produces a more complete and stronger set of linkages among a variety of other brands and concepts,which in turn enhances retrieval(access to the information).MoodReinforcementReinforcement involves anything that increases the likelihood that a given response will be repeated in the future.强化是指能增加特定反应未来发生可能性的任何事物或活动。ReinforcementReinforcement强化强化强化强化Positive ReinforcementPositive ReinforcementA pleasant or desired consequenceNegative ReinforcementNegative ReinforcementThe removal or the avoidance of an unpleasant consequence.PunishmentPunishment惩罚惩罚惩罚惩罚 is the opposite of reinforcement.It is any consequence that decreases the likelihood that a given response will be repeated in the future.Repetition Repetition enhances learning and memory by increasing accessibility of information or by strengthening the associative linkages between concepts.Repetition depends on importance and reinforcement.Less repetition of an advertising message is needed if importance is high or if there is a great deal of relevant reinforcement.RepetitionRepetition重复重复重复重复Impact of Repetition on Brand Awareness for High-and Low-Awareness BrandsRepetition Timing and Advertising RecallRepetition Timing and Advertising Recall对于任何应该迅速传播产品知识的重要时期如新产品推出时期，应该使用高频率（紧挨着）的重复。这被称为脉冲（pulsing）。太多的重复会导致消费者拒绝接收该信息，对其做出负面评价或者对其熟视无睹，这种效应被称为广告疲劳（advertising wearout）Consumers can store(code)information in different ways.Storing the same information in different ways(dual(coding)results in more internal pathways(associative links)for retrieving information.Approaches to dual coding in advertising:Varied themes(e.g.,work vs.social theme in ad)Varied memory modes(e.g.,visual vs.echoic（回声）)Echoic memory 回声记忆是对包括歌词在内的声音的记忆。Dual Coding(双重编码双重编码)9.4 学习、记忆和提取Learning,Memory,and Retrieval9.4.2 9.4.2 Memory interference（记忆干扰）（记忆干扰）（记忆干扰）（记忆干扰）Memory interferenceMemory interference occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way.由于记忆中其他信息的干扰，消费者难以记起某一种特定信息，这种现象叫做记忆干扰。A common form of interference in marketing is due to competitive advertising.Competitive advertising makes it harder for consumers to recall any given advertisement and its contents.What Can Marketers Do to Decrease What Can Marketers Do to Decrease Competitive Interference?Competitive Interference?Avoid Competing AdvertisingAvoid Competing AdvertisingStrengthen Initial learningStrengthen Initial learningReduce Similarity to Competing AdsReduce Similarity to Competing AdsProvide External Retrieval CuesProvide External Retrieval Cues9.4.2 9.4.2 Memory interference（记忆干扰）（记忆干扰）（记忆干扰）（记忆干扰）避免竞争性广告巩固初次学习减小与竞争广告的相似性提供外在的回忆线索9.4 学习、记忆和提取Learning,Memory,and Retrieval9.4.3 9.4.3 反应环境反应环境 Response EnvironmentResponse EnvironmentRetrieval is also affected by the similarity of the retrieval(response)environment to the orig