【正文】 反差強(qiáng)烈、色彩鮮艷等刺激更容易編碼和提取。 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 ? 對語義信息的記憶會隨時(shí)間增加而減少。The recall of verbal information decreases over time. ? 廣告后會迅速遺忘信息。 ? 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)者的知識是指個(gè)體使用特定產(chǎn)品 /服務(wù)的經(jīng)驗(yàn)和相關(guān)信息。 Consumer knowledge. . . is the amount of experience with and information a person has about particular products or services. ? 知識越多，消費(fèi)者能夠在更大數(shù)量和更多方面對產(chǎn)品品牌之間作出更精細(xì)的區(qū)分。 ? 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(fèi)者儲存在長期記憶中的對某種產(chǎn)品的正確信息。 Objective knowledge is the correct information about a product class that a consumer has stored in longterm memory。 ? 主觀知識 ，是消費(fèi)者自己認(rèn)為對產(chǎn)品了解程度和范圍。 Subjective knowledge is the consumer’s perception of what or how much he or she knows about a product class. ? 他人掌握的知識和信息 。 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(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(gè)完整環(huán)境的一部分。 (以汽車為例） 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 106 1 1 3 + = 記憶網(wǎng)絡(luò) Semantic Memory Networks . . . 關(guān)于人們?nèi)绾螌⑽淖植牧蟽Υ娴介L期記憶中去。 . . . 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。 Semantic memory is anized into works each of which is a series of memory nodes that represent the stored semantic concepts. ? 信息通過傳播激活，從語義網(wǎng)絡(luò)中提取。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(diǎn)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(jià)性（情感性）反應(yīng)。Evaluative (affective) reactions to the brand and to the ad. ? This information represents a consumer’s brand knowledge — ., a brand node and the associations in memory connected to it. 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 109 語義網(wǎng)絡(luò)記憶的測量 （在課堂進(jìn)行） Measuring Semantic Memory Networks ? 導(dǎo)向聯(lián)系 Guided Associations ? 設(shè)想北京大學(xué) /重慶大學(xué)，前 3個(gè)進(jìn)入你的腦海中的詞語或形象是什么？ ? Think of Beijing University (or our university/college) ? What are the first three words or images that e to mind. (., cowboys, MBA program, sports) ? 選擇一個(gè)詞（例如， MBA) 聯(lián)想三個(gè)與 MBA相關(guān)的測語或形象。 ? 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。 Awareness of the product category and brands within the product category. ? 產(chǎn)品術(shù)語。 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。 Beliefs about the product category in general and about specific brands. 兩種了解消費(fèi)者品牌知識的方法 2023/2/4 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 112 ? 1）意識分析 Awareness analysis ? “Top – of – the mind “ awareness measure. ? 意識域 :消費(fèi)者熟悉的品牌構(gòu)成意識域。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。 ? The objectives of an image analysis is to identify the particular associations that define a brands image as well as the strength of these associations. 形象分析的步驟 Steps of Image Analysis ? 1）發(fā)現(xiàn)和確定消費(fèi)者心目中與某個(gè)特定品牌的一組聯(lián)想事物。 ? 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。（進(jìn)行排序） ? determine how strong in the degree of the links between the associations and the brand. ( ranking) ? 3