Chapter-3--Learning-and-Memory(ppt文档).ppt

1-15/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallCONSUMER BEHAVIORProf.YANGSchool of ManagementGUDFS1-25/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallWheel of Consumer BehaviorMichael R.Solomon3-35/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallSECTION 2:Conusmer as IndividualsChapter 3 Learning and Memory3-45/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallLearning ObjectivesIts important for marketers to understand how consumers learn about products and services.Conditioning results in learning.We learn by observing others behavior.The other products we associate with an individual product influences how we will remember it.Products help us to retrieve memories from our past.3-55/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallLearning is an ongoing process.Learning:a relatively permanent change in behavior caused by experienceThe learner need not have the experience directly;we can also learn by observing events that affect others.Incidental learning:casual,unintentional acquisition of knowledgeLearning TheoriesPsychologists who study learning have advanced several theories to explain the learning process.behavioral theories focus on simple stimulus-response connections cognitive theories are perspectives that regard consumers as complex-problem solvers who learn abstract rules and concepts by observing others.3-75/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallBehavioral Learning TheoriesBehavioral learning theories:assume that learning takes place as the result of responses to external events.Types of Behavioral Learning TheoriesThere are two theories which are types of behavioral learning theories:classical conditioning instrumental conditioning.Instrumental conditioning is also called operant conditioning.It means to condition behavior using consequences.It refers to voluntary behaviors,while classical conditioning works to condition responses to involuntary behaviors.3-95/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallTypes 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:the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.3-105/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallClassical ConditioningIvan Pavlov rang bell and put meat powder into dogs mouths;repeated until dogs salivated when the bell rangMeat powder=UCS(natural reaction is drooling)Bell=CS(dogs learned to drool when bell rang)Drooling=CRExperiment processPrentice-Hall,cr 20093-11Experiment processPrentice-Hall,cr 20093-123-135/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallMarketing Applications of RepetitionRepetition increases learningMore exposures=increased brand awarenessWhen exposure decreases,extinction occursHowever,too MUCH exposure leads to advertising wear out习惯成自然！In the 1980s,the Lacoste crocodile was an exclusive logo symbolizing casual elegance.When it was repeated on baby clothes and other items,it lost its cache(珍稀特质珍稀特质)and began to be replaced by contenders(竞争者竞争者)such as the Ralph Lauren Polo Player.Mini caseStimulus GeneralizationThe process of stimulus generalization is critical to branding and packaging decisions that try to capitalize on consumers positive associations with an existing brand or company name.Marketers can base some strategies on stimulus generalization.3-165/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallMarketing Applications of Stimulus Generalization Stimulus generalization:tendency for stimuli similar to a conditioned stimulus to evoke similar,unconditioned responses.Family brandingProduct line extensionsLicensingLook-alike packaging3-175/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallInstrumental ConditioningBehaviors=positive outcomes or negative outcomesInstrumental conditions occurs in one of these ways:Positive reinforcementNegative reinforcementPunishmentExtinctionLoyalty to BrandsRewarding consumers with frequent flyer miles is an effective way to reinforce them and build brand loyalty.3-195/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallFigure 3.2 Instrumental ConditioningCognitive Learning TheoriesCognitive learning theory approaches stress the importance of internal mental processes.This perspective views people as problem solvers who actively use information from the world around them to master their environments.3-215/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallCognitive Learning Theories:Observational LearningWe watch others;we model behaviorConditions for modeling to occur:The consumers attention must be directed to the appropriate modelThe consumer must remember what the model does and saysThe consumer must convert information to actionThe consumer must be motivated to perform actionsPrentice-Hall,cr 20093-22Prentice-Hall,cr 20093-233-245/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallFigure 3.3 The Observational Learning ProcessModeling:imitating others behavior3-255/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallRole of Memory in LearningMemory:acquiring information and storing it over time so that it will be available when needed.Information-processing approach;Figure 3.4Mind=computer and data=input/output3-265/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallHow Information Gets EncodedEncode:mentally program meaningTypes of meaning:Sensory meaning,such as the literal color or shape of a packageSemantic meaning:symbolic associationsEpisodic memories:relate to events that are personally relevantNarrative:memories store information we acquire in story form3-275/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallFigure 3.5 The Memory Process3-285/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallFigure 3.6 An Associative Networks for Perfumes3-295/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallSpreading ActivationAs one node is activated,other nodes associated with it also begin to be triggeredMeaning types of associated nodes:Brand-specificAd-specificBrand identificationProduct categoryEvaluative reactions3-305/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallLevels of KnowledgeIndividual nodes=meaning conceptsTwo(or more)connected nodes=proposition(complex meaning)Two or more propositions=schemaWe encode info that is consistent with an existing schema more readily3-315/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallRetrieval for Purchase DecisionsRetrieving information often requires appropriate factors and cues:Physiological factorsSituational factorsConsumer attention;pioneering brand;descriptive brand namesViewing environment(continuous activity;commercial order in sequence)Post experience advertising effectsPrentice-Hall,cr 20093-323-335/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallWhat Makes Us Forget?Appropriate factors/cues for retrieval:State-dependent retrieval/mood congruence effectFamiliaritySalienceVisual memory versus verbal memoryPictorial versus Verbal CuesThere is some evidence for the superiority of visual memory over verbal memory.Pictorial ads may enhance recall,but do not necessarily improve comprehension.3-355/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallMeasuring Memory for Marketing StimuliRecognition versus recallProblems with memory measuresResponse biasesMemory lapsesOmittingAveragingTelescopingIllusion of truth effect Memory and AdvertisingThis Brazilian ad illustrates that external memory aids like Post-Its can help us to remember many of the details of modern life.9-37Learning,Memory,and RetrievalForgetting over Time:Magazine AdvertisementForgetting over Time:Magazine AdvertisementSource:LAP Report#5260.1(New York:Weeks McGraw-Hill,undated).Reprinted with permission from McGraw-Hill Companies,Inc.9-38Learning,Memory,and RetrievalImpact of Repetition on Brand Awareness for High-and Low-Awareness BrandsImpact of Repetition on Brand Awareness for High-and Low-Awareness BrandsSource:A Study of the effectiveness of Advertising Frequency in Magazines,1993 Time,Inc.Reprinted by permission.9-39Learning,Memory,and RetrievalRepetition Timing and Advertising RecallRepetition Timing and Advertising RecallSource:Reprinted from H.J.Zielski,“The Remembering and Forgetting of Advertising,”Journal of Marketing,January 1959,p.240,with permission from The American Marketing Association.The actual data and a refined analysis were presented in J.L.Simon,“What Do Zielskis Data Really Show about Pulsing?”Journal of Marketing Research,August 1979,pp.415-20.9-40Learning,Memory,and RetrievalMemory interferenceMemory interference occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way.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.9-41Learning,Memory,and RetrievalWhat 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 Cues3-425/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallThe Marketing Power of NostalgiaMarketers may resurrect popular characters to evoke fond memories of the pastNostalgiaRetro brandNostalgiaNostalgia describes the emotions where we view the past with longing.We reference the good old days.When marketers play on nostalgia,they want us to attach our fond memories to new products.One way to do this is to introduce retro brands(复古、怀旧品牌复古、怀旧品牌).A retro brand is an updated version of a brand from a prior historical period.The Mini Cooper,PT Cruiser,and Volkswagons New Beetle are all retro brands.1-445/25/2024Copyright 2011 Pearson Education,Inc.publishing as Prentice HallWheel of Consumer BehaviorMichael R.Solomon