《Learning and Memory》PPT课件教案

AddtheauthorandtheaccompanyingtitleLearningandMemoryTheLearningProcessLearningreferstoarelativelypermanentchangeinbehaviorthatiscausedbyexperience.Learningisanongoingprocessandwecanlearn:Vicariouslybyobservingeventsthataffectothers,Byincidentallearningwhichisunintentional.ThereareseveraltheoriestoexplainthelearningprocesssuchastheBehavioralTheoryandtheCognitiveTheory.BehavioralLearningTheoriesStimulusConsumerResponseConsumer’sBlackBoxBehavioralLearningTheoriesAssumethatLearningTakesPlaceastheResultofResponsestoExternalEvents.BehavioralLearningTheory:ClassicalConditioningClassicalConditioningOccursWhenaStimulusThatElicitsaResponseisPairedWithAnotherStimulusThatInitiallyDoesNotElicitaResponseonIt’sOwn.UnconditionedStimulus(UCS)ConditionedStimulus(CS)ConditionedResponse(CR)FactorsThatAffecttheClassicalConditioningProcessStimulusGeneralizationStimulusDiscriminationRepetitionRepetitionMarketingApplicationsofBehavioralLearningPrinciplesCreatingBrandEquityConditionedProductAssociationStimulusGeneralizationFamilyBrandingProductLineExtensionsLicensingLook-AlikePackagingStimulusDiscriminationBehavioralLearningTheory:InstrumentalConditioningInstrumentalConditioning(OperantConditioning)OccursastheIndividualLearnstoPerformBehaviorsThatProducePositiveOutcomesandtoAvoidThoseThatYieldNegativeOutcomes.ItOccursinOneoftheFollowingWays:PunishmentPositiveReinforcementNegativeReinforcementInstrumentalLearningReinforcementSchedulesFixed-IntervalVariable-IntervalFixed-RatioVariable-RatioApplicationsofInstrumentalConditioningReinforcementofConsumptionFrequencyMarketing-reinforcesregularpurchasersbygivingthemprizeswithvaluesthatincreasealongwiththeamountpurchased.CognitiveLearningTheory:ObservationalLearningConsumer’sAttentionMustBeDrawntoaDesirableModelConsumerMustRememberWhatisSaidandDonebyModelConsumerMustConvertThisInformationIntoActionsConsumerMustbeMotivatedtoPerformTheseActionsObservationalLearningOccursWhenPeopleWatchtheActionsofOthersandNotetheReinforcementsTheyReceiveFromOthers.ImitatingtheBehaviorofOthersisCalledModeling:TheMemoryProcessExternalInputsEncodingInformationisPlacedinMemoryStorageInformationisRetainedinMemoryRetrievalInformationStoredinMemoryisFoundasNeededEncodingInformationforLaterRetrievalSensoryMeaningSemanticMeaningEpisodicMemoriesFlashbulbMemoriesColororShapeSymbolicAssociationsEventsThatarePersonallyRelevantEspeciallyVividAssociationMemorySystemsSensoryMemoryAttentionalGateShort-TermMemoryElaborativeRehearsalLong-TermMemoryStoringInformationinMemoryActivationModelsofMemoryShort-TermandLong-TermMemoryareInterdependent.AssociativeNetworksIncomingInformationisOrganizedbyRelationshipsandStoredinKnowledgeStructures.SpreadingActivationAllowsConsumerstoShiftBackandForthBetweenLevelsofMeaningsuchasBrands.LevelsofKnowledgeKnowledgeisCodedtoProduceMeaningConcepts,thenPropositions,thenSchemas.RetrievingInformationforPurchaseDecisionsPhysiologicalFactorsSuchAs:AgeSituationalFactorsSuchAs:EnvironmentViewingEnvironmentalFactorsFactorsInfluencingRetrievalRetrievingInformationforPurchaseDecisionsState-DependentRetrievalSalienceandRecallFamiliarityandRecallPictorialVs.VerbalCuesFactorsInfluencingForgettingInDecay,thestructuralchangesinthebrainproducedbylearningsimplygoaway.InInterference,asadditionalinformationislearned,itdisplacestheearlierinformation.InRetroactiveInterference,associationswillbeforgottenifconsumerslearnnewresponsestotothesameorsimilarstimuli.Priorlearningcaninterferewithnewlearning,aprocesscallProactiveInterference.ProductsasMemoryMarkersMarketingPowerofNostalgiaMemoryandAestheticPreferencesNostalgiaisanemotionwherethepastisviewedwithsadnessandlonging.RetroMarketingattemptstobringbackoldcommercialstoappealtothenostalgiamarket.Ourpriorexperi-encesalsohelptodeterminewhatwelikenow.StarchTest-TesttoMeasureRecognition&RecallMeasuringMemoryforMarketingStimuliMeasuringtheImpact(Impression)thatAdvertisingMakesonConsumersRecognitionRecallAddtheauthorandtheaccompanyingtitle生活图标元素商务图标元素商务图标元素商务图标元素商务图标元素