清华MBA系列课件：消费行为学—Lec3

3-1Lecture3LowInvolvementPurchasesConsumerBehaviorBuying,Having,andBeingMichaelR.Solomon3-2CaseFromPavlov’sTuningForktoMarlboroCowboy3-31.TheTuneForkandtheDog3-42.MusicDrawstheLine3-53.MarlboroCowboy3-6LowInvolvementPurchases•Krugman’sTheoryofPassiveLearning–Atheoryusedtoexplainwhytelevisionadvertisingproducedhighlevelsofbrandrecallyetlittlechangeinattitudestowardbrands.–Uninvolvedconsumers:•Repetitiveadvertising•Informationcatcher•Buyfirst3-7HierarchyofEffectsModelThinkAwareness;KnowledgeFeelLiking;PreferenceDoConviction;ActionForLow-InvolvementPurchasesThinkDoAwarenessPurchaseFeelLiking;Preference3-8•Sherif’sSocialJudgmentTheoryLatitudeofRejectionLatitudeofAcceptanceLatitudeofAcceptanceLatitudeofRejection3-9•ElaborationLikelihoodModel–Highinvolvement–centralprocessing–Lowinvolvement–peripheralprocessing3-10ComparisonbetweenHighandLowInvolvementLowInvolvementHighInvolvementSearchLimitedExtendedAfewsourcesManysourcesPassive,unintentional,atrandomActive,intentionalEvaluation1or2keycriteriaManycriteriaPriceandbrandawarenessOtherproductfeaturesAtthepoint-of-purchaseOutsidepoint-of-purchaseAcceptablesolutionOptimalsolutionLikingaftertrialLikingbeforetrialLittlereferencegroupinfluenceSubstantialreferencegroupinfluencePersonality&lifestyleirrelevantPersonality&lifestylerelevant3-11LearningTheory•Inamarketingcontext,learningistheeffectofpurchaseandconsumption-relatedexperienceonsubsequentbehavior.•Twoschoolsoflearningtheories:–Behaviorismschool–Cognitiveschool3-12BehaviorismSchool3-13ClassicalConditioning(ThePavlov’sExperiment)Time1AuditoryResponses(R1)TuningFork(S1)Food(S2)Salivation(R2)Time2AuditoryResponses(R1)TuningFork(S1)Food(S2)Salivation(R2)UCSUCR……Time2nTuningFork(S1)Salivation(R2)CSCR3-14•Conditionsforclassicalconditioning–CSprecedence–Repetition–Contiguity–UCSisattractive•Applications:–Stimulusgeneralization–Stimulusdiscrimination3-153-16InstrumentalConditioningPunishmentSRReinforcementIncreasetheprobabilityofRtoSDecreasetheprobabilityofRtoS3-173-18CognitiveLearningTheory•Learningbasedonmentalinformationprocessing,ofteninresponsetoproblemsolving•Observationallearning–Learningasaresultofvicarious,ratherthandirect,experience.3-19•Theroleofmemoryinlearning–Stagesofmemory–Memorysystems•Activationmodelsofmemory–Associativenetworks3-20AnAssociativenetworkforPerfumes