有哪些信誉好的足球投注网站Michael R. Solomon《消费者行为学第6版 Consumer Behavior - Buying, Having, and Being (Sixth Edition)》.ppt
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Michael R. Solomon《消费者行为学第6版 Consumer Behavior - Buying, Having, and Being (Sixth Edition)》
Chapter 3 Learning and Memory Opening Vignette: Quisp How was Quisp brand cereal saved from product extinction? How can companies capitalize on products that have been previously retired? What makes vintage products so successful in the marketplace? Can you think of a product from your youth that you would buy if it became available? The Learning Process Learning: A relatively permanent change in behavior caused by experience Incidental Learning: Casual, unintentional acquisition of knowledge Learning is an Ongoing Process: Constantly being revised Can be either simple association (logo recognition) or complex cognitive activity (writing an essay) Learning is a Process Our tastes are formed as a result of a learning process, sometimes with painful results. Behavioral Learning Theories Assume that learning takes place as the result of responses to external events. View is represented by two major approaches to learning: 1) Classical Conditioning 2) Instrumental Conditioning People’s experiences shaped by feedback they receive as they go through life Actions result in rewards and punishments, which influences future responses to similar situations. The Consumer as a “Black Box” A Behaviorist Perspective on Learning Classical Conditioning Ivan Pavlov’s Dogs Unconditioned stimulus (UCS) – Naturally capable of causing a response. Conditioned stimulus (CS) – Does not initially cause a response Conditioned response (CR) – Response generated by repeated paired exposures to UCS and CS. Eventually, through learned association and repetition, the CS will cause the CR. Discussion Question In the 1980’s, the Lacoste crocodile was an exclusive logo symbolizing casual elegance. When it was repeated on baby clothes and other items, it lost its cache and began to be replaced by contenders such as the Ralph Lauren Polo Player. Can you thing of other logos that have lost their prestige due to repetition? Classical Conditioning in Advertising This American Airlines ad points to cla
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