台大消费者行为cb 08 learning

2002/04/17ch081LearningandMemory2002/04/17ch082OverviewWhatisLearning?BehavioralLearningTheories行為學習VicariousLearning代理學習CognitiveLearningTheory認知學習TheRoleofMemoryinLearning2002/04/17ch083WhatIsLearning?來自資訊與經驗的影響，而所產生的一種行為、情感以及思想上的相當持久的改變LearningTheoriesbehaviorallearningemphasizetheresponsestoexternaleventscognitivelearningstresstheimportanceofinternalmentalprocesses2002/04/17ch084TheConsumerAsa“BlackBox”:ABehavioristPerspectiveonLearning2002/04/17ch085BehavioralLearningTheoriesClassicalConditioning古典制約InstrumentalConditioning工具制約2002/04/17ch086ClassicalConditioningTheunconditionedstimulus(US;UCS)evokesanunconditionedresponse(UR;UCR)Theunconditionedresponsecanbetransferredtoaconditionedstimulus(CS)throughclassicalconditioningSincethisresponsearisesfromtheconditioningitiscalledtheconditionedresponse(CR)2002/04/17ch087ClassicalConditioning2002/04/17ch088MarketingApplicationsofClassicalConditioningRepetitionStimulusGeneralization刺激類化familybrandingproductlineextensionslicensinglook-alikepackaging2002/04/17ch089InstrumentalConditioningAlsoknownas“OperantConditioning”操作制約4typesoflearningoutcomes:positivereinforcement,negativereinforcement,punishment,extinction2002/04/17ch0810FourTypesofLearningOutcomes2002/04/17ch0811ReinforcementSchedulesTotalReinforcement(continuousreinforcement)PartialReinforcementSystematicReinforcement•fixed-interval固定間隔增強•fixed-ratio固定比率（次數）增強RandomReinforcement•variable-interval•variable-ratio2002/04/17ch0812VicariousLearningAlsoknownas“observationallearning”or“modeling”individualslearnbehaviorbyobservingthebehaviorofothersandtheconsequencesofsuchbehavior3waysofmodeling:overtmodeling外顯模仿學習covertmodeling晦隱模仿學習verbalmodeling口頭模仿學習2002/04/17ch0813CognitiveLearningTheoryCognitivelearning:LearningbasedonmentalactivitiesRangefromverysimpleinformationacquisitiontocomplex,creativeproblemsolvingInformationProcessingModel:Acognitivelearningtheorythatfocusesonhowinformationisstoredinhumanmemoryandhowitisretrieved2002/04/17ch0814TheRoleofMemoryin(Cognitive)LearningMemoryProcessMemorySystemMemoryOrganization--AssociativenetworkRetrievalForgetting2002/04/17ch0815TheMemoryProcessExternalInputsEncodingInformationisPlacedinMemoryStorageInformationisRetainedinMemoryRetrievalInformationStoredinMemoryisFoundasNeeded2002/04/17ch0816Relationshipsamongmemorysystems2002/04/17ch0817IBMPCExpensiveStatusBrandPrestigeCompatiblewithOtherSystemsFastResponseTimeEaseofOperationEasytoLearnWidelyAvailableReliableAnAssociativeNetworkfortheIBMPC2002/04/17ch0818TheCycleofRememberingLong-termMemoryShort-termMemoryRetrievalLearning2002/04/17ch0819SuccessRetrievalDependson...Strengthofmemorytraceoftheto-be-rememberedinformationThenumberandstrengthoflinkagesbetweentheto-be-remembereditemandothermemorynodesSpreadingactivation:activatingonememorynodespreadsthroughlinkagestoothernodes2002/04/17ch0820CausesofForgettingDecaytheorymemoriesgrowweakerwiththepassageoftimeInterferencetheorythechancesofretrievingaparticularpieceofinformationbecomesmallerasinterferencefromotherinformationbecomeslarger2002/04/17ch0821HowCompaniesCanHelpConsumerstoRememberRemindersRepetitionsEncourageElaborationEncourageMultipleRepresentationsinMemoryConsistencyUseEasy-to-RememberStimuliPutConsumersinaGoodMood