清华MBA系列课件：消费行为学—Lec3.pptVIP

Lecture 3 Low Involvement Purchases Case From Pavlov’s Tuning Fork to Marlboro Cowboy 1. The Tune Fork and the Dog 2. Music Draws the Line 3. MarlboroCowboy Low Involvement Purchases Krugman’s Theory of Passive Learning A theory used to explain why television advertising produced high levels of brand recall yet little change in attitudes toward brands. Uninvolved consumers: Repetitive advertising Information catcher Buy first Hierarchy of Effects Model Sherif’s Social Judgment Theory Elaboration Likelihood Model High involvement – central processing Low involvement – peripheral processing Comparison between High and Low Involvement Learning Theory In a marketing context, learning is the effect of purchase and consumption-related experience on subsequent behavior. Two schools of learning theories: Behaviorism school Cognitive school Behaviorism School Conditions for classical conditioning CS precedence Repetition Contiguity UCS is attractive Applications: Stimulus generalization Stimulus discrimination Cognitive Learning Theory Learning based on mental information processing, often in response to problem solving Observational learning Learning as a result of vicarious, rather than direct, experience. The role of memory in learning Stages of memory Memory systems Activation models of memory Associative networks An Associative network for Perfumes * 3 - * Consumer BehaviorBuying, Having, and BeingMichael R. Solomon Think Awareness;Knowledge Feel Liking;Preference Do Conviction;Action For Low-Involvement Purchases Think Do Awareness Purchase Feel Liking;Preference Latitude of Rejection Latitude of Acceptance Latitude of Acceptance Latitude of Rejection Personalitylifestyle relevant Personalitylifestyle irrelevant Substantial reference group influence Little reference group influence Liking before trial Liking after trial Optimal solution Acceptable solution Outside point-of-purchase At the point-of-purchase Other product features Price and brand awarenes