消费者行为第9章教材课程.pptVIP

Stimulus discrimination （刺激辨别）or differentiation（区别） refers to the process of learning to respond differently to similar but distinct stimuli.刺激辨别是指对于相似但不同的刺激做出不同反应的学习过程。 Stimulus generalization （刺激泛化）or rub-off effect occurs when a response to one stimulus is elicited by a similar but distinct stimulus。刺激泛化，又叫“rub-off effect ”，是指对某种刺激的反应经由另一种不同但类似的刺激引起。 9.3.3学习推广和区别Learning to Generalize and Differentiate Marketers want consumers to learn and remember positive features, feelings, and behaviors associated with their brands. What happens when consumers forget? Conditioned Learning Extinction（消退） Desired response decays or dies out if not reinforced. Cognitive Learning Retrieval Failure（记忆提取失败） Information that is available in LTM cannot be retrieved. 9.4 学习、记忆和提取Learning, Memory, and Retrieval 在条件作用的学习中，遗忘常被叫做消退 在认知学习中，遗忘常被叫做记忆提取失败 Forgetting over Time: Magazine Advertisement Strength of Learning首先学习的强度在一开始就可能很弱； Memory Interference来自竞争品牌及其广告的信息可能导致记忆干扰； Response Environment做出反应的环境（如零售店）也许无助于对先前从别的环境（如广告）学习到的信息的提取。 9.4 学习、记忆和提取Learning, Memory, and Retrieval 9.4 学习、记忆和提取Learning, Memory, and Retrieval What is required to bring about a long-lasting learned response? One factor is strength of learning（学习的强度）. The stronger the original learning (e.g., of nodes and links between nodes), the more likely relevant information will be retrieved when required. 9.4.1Strength of learning（学习强度） Strength of learning is enhanced by six factors: Importance重要性 Message Involvement 信息介入度 Mood 情绪 Reinforcement 强化 Repetition 重复 Dual Coding 双重编码 Strength of Learning Importance refers to the value that consumers place on the information to be learned.重要性是指所学信息对于消费者的价值。 Importance might be driving by inherent interest in the product or brand, or might be driven by the need to make a decision in the near future. Importance When a consumer is not motivated to learn the material, processing can be increased by causing the person to become involved with the message itself. Example: P