【正文】 s of Consumer Behavior 79 記憶 —— 思考過(guò)的問(wèn)題 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 80 記憶 —— 感知過(guò)的事物 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 81 世紀(jì)之吻 —— 永恒的記憶 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 82 世紀(jì)之吻 —— 定格了一起走過(guò)的日子 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 83 ? 學(xué)習(xí)與記憶的關(guān)系：相輔相存 ? The relationship between learning and memory： plement each other ? 學(xué)習(xí)側(cè)重于知識(shí)和經(jīng)驗(yàn)的獲取，記憶側(cè)重于知識(shí)和經(jīng)驗(yàn)的保持和取用。 Longterm memory 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 86 記憶的規(guī)律 （ 1）艾賓浩斯記憶曲線： Ebhihaus (18501909) Curve 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 87 70 60 50 40 30 20 10 Minute of maintain of memory(%) 20m 60 m 9 h 1 day ……………. 31days 時(shí)間間隔 保持記憶的百分?jǐn)?shù) % %31天 %20分鐘 %1小時(shí) %2天 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 88 注意 復(fù)述 記憶的三個(gè)系統(tǒng)示意圖 信息 感官 圖 31記憶系統(tǒng)示意圖 Fetting 即使進(jìn)入人們長(zhǎng)期記憶的信息也可能被遺忘，且特別不容易恢復(fù)提取。 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(dú)立的項(xiàng)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(jué)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(shí)間與記憶 Time and Fetting ? 對(duì)語(yǔ)義信息的記憶會(huì)隨時(shí)間增加而減少。 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(yàn)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(shí)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(duì)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(gè)完整環(huán)境的一部分。 Product terminology (. “hard disk” in puters) ? 產(chǎn)品的性能特征 Product attributes or features. ? 對(duì)一般產(chǎn)品的看法和對(duì)特定產(chǎn)品的看法。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(shí)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。 . . . refer to how people store the meanings of verbal material in longterm memory. ? 語(yǔ)義記憶是網(wǎng)狀結(jié)構(gòu)的。 ? 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(fèi)者的知識(shí)是指?jìng)€(gè)體使用特定產(chǎn)品 /服務(wù)的經(jīng)驗(yàn)和相關(guān)信息。 ? 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(huì)干擾對(duì)新信息的學(xué)習(xí)。 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。 Punishment can reduce a behavior repeating. 課堂練習(xí) ? 下面有六個(gè)情景， 請(qǐng)你確定對(duì)每個(gè)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(duì)應(yīng)的內(nèi)容。（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(dòng)物實(shí)驗(yàn)裝置進(jìn)行實(shí)驗(yàn) (1953)。 ?人類(lèi)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?yàn)榻?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)。 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(fèi)者的態(tài)度和對(duì)購(gòu)買(mǎi)的評(píng)價(jià) .Influence consumer’s attitudes and evaluation of buying 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 64 萬(wàn)寶路的形象轉(zhuǎn)變 （ 案例 34） 一個(gè)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 ? 巴甫洛夫進(jìn)行狗的消化過(guò)程研究的意外發(fā)現(xiàn)，觀察到學(xué)習(xí)可以來(lái)自?xún)蓚€(gè)聯(lián)結(jié)在一起的刺激。 ? Comprehension refers individual’s understanding toward the stimuli, and it is the process of that a consumer endows certain meanings toward a stimulant. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 50 ? 影響理解的個(gè)體因素 The individual influence factors on prehensions ? 動(dòng)機(jī) (驅(qū)動(dòng)人們的需求和欲望） drive ? 學(xué)習(xí)和知識(shí) Learning and Knowledge ? 期望 Expectation 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 51 想象力 1 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 52 想象力 2 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 53 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 54 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 55 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 56 ? 影響理解的刺激物因素 The stimulant influence factors on prehension ? 產(chǎn)品、包裝、銷(xiāo)售展示等。 ? 圖形錯(cuò)覺(jué) ? 時(shí)間錯(cuò)覺(jué) ? 其他錯(cuò)覺(jué)：形重錯(cuò)覺(jué)、大小錯(cuò)覺(jué)、方位錯(cuò)覺(jué)、運(yùn)動(dòng)錯(cuò)覺(jué) 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 40 圖形錯(cuò)覺(jué) 1 2023/2/4