消费者行为学课件chapter4learningandmemory.ppt

* A marketing message may activate our memory of a brand directly or indirectly. If it activates a node, it will also activate other linked nodes much as tapping a spider’s web in one spot sends movement reverberating across the web. The process of spreading activation allows us to shift back and forth among levels of meaning. The way we store a piece of information in memory depends on the type of meaning we initially assign to it. This meaning type then determines how and when something activates the meaning. The meaning types are listed in the slide. Brand-specific meaning refers to memory stored in terms of the claims the brand makes. Ad-specific meaning refers to memories stored in terms of the medium or content of the ad itself. Brand identification is memory stored in terms of the brand name. Product category meaning is memory stored in terms of how the product works or where it should be used. Evaluative reactions is memory stored as positive or negative emotions. 一种意义可以被间接地激活，能量会在抽象程度不同的节点之间扩散，当一个节点被激活时，与之联系的其他结点也开始被激活，意义便在网络内扩散，将那些竞争品牌及其相应的特征等概念在大脑中显现出来，从而形成对某一品牌的态度 * Within a knowledge structure, we code elements at different levels of abstraction and complexity. Meaning concepts (like “macho”) get stored as individual nodes. We may combine these concepts into a larger unit we call a proposition or a belief. A proposition links two nodes together to form a more complex meaning. For example, “Axe is cologne for macho men” is a proposition. One type of schema that is especially relevant to consumer behavior is a script. A script is a sequence of events an individual expects to occur. As consumers we learn service scripts that guide our behavior in commercial settings. We expect a certain sequence of events and we may become uncomfortable if the service departs from our script. * Retrieval is the process by which we recover information from long-term memory. There are differences in retrieval ability among people. Individual cognitive or physiological f