消费者行为学双语或中英文结合课程3learningandmemory.pptVIP

3 - 36 Activation of Memory ? Activation models propose that an incoming piece of information is stored in an association network containing many bits of related information organized according to some set of relationships. This is how the consumer can organize brands, manufacturers, and stores. 3 - 37 Storing Information in Memory (cont.) ? Associative Networks: – Contains many bits of related information organized according to some set of relationships – Knowledge structures: Complex “spider webs” filled with pieces of data – Hierarchical processing model: Message is processed in a bottom-up fashion (i.e., starts at a basic level and is subject to increasingly complex processing which requires increased cognitive capacity) – Node: A concept related to a category – An associative network is developed as links form between nodes. 3 - 38 Information is Organized into Categories ? Pieces of information that are seen as similar in some way are chunked together under some more abstract category. ? The task of the marketer is to position itself as a category member and to provide cues that facilitate its placement in the proper category. 3 - 39 An Associative Network for Perfumes Figure 3.6 3 - 40 Storing Information in Memory (conc.) ? Spreading Activation: – A process which allows consumers to shift back and forth between levels of meaning ? Levels of Knowledge: – Knowledge is coded at different levels of abstraction and complexity. – Proposition (a.k.a. belief): A larger unit of meaning (i.e., formed by combinations of nodes) – Schema: A cognitive framework (comprised of propositions) developed through experience ? Script: A type of schema consisting of a sequence of events expected by an individual 3 - 41 Retrieving Information for Purchase Decisions ? Factors Influencing Retrieval: – Physiological Factors (e.g. age) – Situational Factors: ? Pioneering brand: First brand to enter a