【正文】 l of information. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 94 ? 編碼：是指將信息從短時記憶轉(zhuǎn)移為長期記憶的過程。 Also illustrates information salience, which is the idea that unique, novel, moving, contrasting （反差強(qiáng)烈的） , colorful, etc. stimuli are more easily encoded and retrieved. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 96 獨立的項目 —— 易于記憶 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 97 反差強(qiáng)烈 —— 映像深刻 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 98 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 99 瑞典摩登公寓 —— 視覺反差 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 100 The Zeigarnik Effect .(澤卡尼科效應(yīng) ) . . 中斷、懸念可以強(qiáng)化記憶 . . . occurs if a task is interrupted, material relevant to the task tends to be remembered. ., stories that are cut in the middle. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 101 Here, build a story About a person doing Something difficult, and Then stop just before Climax （高潮） . Will increase Interest in and recall Of story. 時間與記憶 Time and Fetting ? 對語義信息的記憶會隨時間增加而減少。 ? As knowledge increases, a consumer can think about a product across a greater number of dimensions and make finer distinctions between brands. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 103 三種類型的知識 Three Types of Knowledge: ? 客觀知識 ，是消費者儲存在長期記憶中的對某種產(chǎn)品的正確信息。 Knowledge of others is what information a consumer knows about another. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 104 ？ How Do Consumers Gain Knowledge? ? 認(rèn)知學(xué)習(xí) Cognitive Learning: process of forming associations, solving problems, and gaining insights. ? 教育學(xué)習(xí) Learning Through Education. Obtaining info from firms who are trying to teach the consumer. ? 經(jīng)驗學(xué)習(xí) Learning Through Experience. Actual contact/use of products. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 105 學(xué)習(xí)知識的完形方法 Gestalt Theory of Cognitive Knowledge ? 完形心理學(xué)家認(rèn)為，生理和心理事件對行為的影響不是孤立的，人們把環(huán)境中得到的輸入內(nèi)容作為一個完整環(huán)境的一部分。Information is recalled via spreading activation. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 107 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 108 雪弗萊 跑車 美國制造 迷人 速度快 聲望 昂貴 德國造 梅塞 德斯 豪華車 汽車 經(jīng)濟(jì)車 現(xiàn)代 不可靠 可靠 IBM電腦 勞力士 手表 圖 32 雪佛萊的語義記憶網(wǎng)絡(luò) 5 5種可儲存到節(jié)點的信息： Types of Information Stored in Nodes ? 品牌名稱 Brand names ? Brand’s characteristics/attributes ? 品牌特征 /屬性 ? 品牌廣告 Ads about brand ? 產(chǎn)品類別 Product category ? 品牌和廣告的評價性（情感性）反應(yīng)。 Product terminology (. “hard disk” in puters) ? 產(chǎn)品的性能特征 Product attributes or features. ? 對一般產(chǎn)品的看法和對特定產(chǎn)品的看法。 ? Seek and Identify the associations with a certain brand in consumer’s mind. ? 2）確定這些聯(lián)想事物與品牌的聯(lián)系強(qiáng)度。Awareness set those brands familiar to the consumers prise the awareness set. ? Obviously, it’s difficult to sell an “unknown” product. 2）形象分析 Image analysis 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 113 ? 形象分析的目的是識別與品牌形象的界定相關(guān)的特殊聯(lián)系， 以及這些聯(lián)系作用。 ? Select one of words (., MBA), now think of three words or images that you associate with MBA program, etc. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 110 The content of knowledge 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 111 ? 產(chǎn)品知識： Product knowledge ? 對產(chǎn)品種類和產(chǎn)品類別中品牌的意識。 . . . refer to how people store the meanings of verbal material in longterm memory. ? 語義記憶是網(wǎng)狀結(jié)構(gòu)的。 ? 主觀知識 ，是消費者自己認(rèn)為對產(chǎn)品了解程度和范圍。 ? Rapid fetting that occurs immediately after learning has been shown to occur in advertising as well. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 102 Consumer Knowledge . . . ?消費者的知識是指個體使用特定產(chǎn)品 /服務(wù)的經(jīng)驗和相關(guān)信息。 When consumer build the relations between the new ing information and the existing information in memory, the maintained process will be enhanced. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 95 The von Restorff Effect (萊斯托夫 效應(yīng) ). . . ? 系列項目中的獨立項目，容易記憶。 ? Retroactive interference occurs when later learned material interferes with the recall of information learned earlier. ? 前攝干擾：以前學(xué)習(xí)的內(nèi)容會干擾對新信息的學(xué)習(xí)。Sensational memory ? 短期記憶：對材料保持的時間約為 5~20秒，最長不超過 1分鐘。 while memory refers maintenance and retrieval of knowledge and experience. ? 學(xué)習(xí)是記憶的前提和基礎(chǔ)，記憶為學(xué)習(xí)順利進(jìn)行提供保證。 Memory is a function of a human being’s brain. ? 用現(xiàn)代信息論的觀點來解釋，可以把記憶看作是對輸入的信息的編碼、儲存、以后在一定條件下提取的過程。 Punishment can reduce a behavior repeating. 課堂練習(xí) ? 下面有六個情景， 請你確定對每個情景，所涉及的是操作性（工具性）條件反射原理還是經(jīng)典條件反射原理，并按要求標(biāo)出對應(yīng)的內(nèi)容。這里的操作條件反射是對工具操作的學(xué)習(xí)，故又稱工具操作條件反射（instrumental conditioning）。（有意的） 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 74 ? 斯金納以 “ 斯金納箱 ” 的動物實驗裝置進(jìn)行實驗 (1953)。 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 73 ? 該理論認(rèn)為：行為的產(chǎn)生是環(huán)境刺激的結(jié)果，行為的后果又可作為后續(xù)行為的原因。 ?人類天生具有非條件刺激 (UCS)非條件反應(yīng) (UCR)聯(lián)結(jié)；學(xué)習(xí)的產(chǎn)生是因為經(jīng)典條件作用創(chuàng)造了條件刺激 (CS)條件反應(yīng) (CR)聯(lián)結(jié)。 ? Through a repetition of the pairing, the neutral stimulus takes on the ability to elicit （導(dǎo)致） the 復(fù)，這個中性的刺激就具備了導(dǎo)致反應(yīng)的能力。 Learning is the process by which experience leads to changes in knowledge, attitudes, and/or behavior. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 63 學(xué)習(xí)的作用 The functions of learning ? 獲得信息 Obtain information ? 促發(fā)聯(lián)想 Evoke associational ideas ? 影響消費者的態(tài)度和對購買的評價 .Influence consumer’s attitudes and evaluation of buying 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 64 萬寶路的形象轉(zhuǎn)變 （ 案例 34） 一個關(guān)于學(xué)習(xí)的典型案例 2023/2/4 MA GUO, CEBA, TEACHING NOTES OF CONSUMER BEHAVIOR 65 行為學(xué)習(xí)理論 Theories of behavior learning ? 經(jīng)典性條件反射理論 （ 由 巴甫洛夫（ Ivan Pavlov）于 20世紀(jì) 20年代提出） .Classic conditioning ? 巴甫洛夫