消费者行为学第2版英文教师手册imCh6TeachingNotes-tc.pdf

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1、 2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.1 Chapter 6 Automatic Information Processing Outline Chapter Objectives Chapter Summary Teaching Suggestions Opening Vignette Subliminal Advertising What

2、is Automatic Information Processing?The Adaptive Unconscious Thin Slice Theory Implicit Memory Subliminal Advertising Revisited Review and Discussion Questions Chapter Objectives After studying this chapter,you will be able to.Objective 1Define automatic information processing.Objective 2Explain the

3、 benefits of unconscious thought.Objective 3Explain thin slice theory.Objective 4Identify many different types of priming effects.Objective 5Describe subliminal priming and persuasion.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible

4、 website,in whole or in part.2 Chapter Summary Automatic information processing refers to mental processes that occur without awareness or intention,but that influence judgments,feelings,and behaviors.Automatic information processing is useful and adaptive because it enables people to perform some s

5、imple tasks without thinking.This allows consumers to think more carefully about other tasks they need to perform.A response becomes automatic via practice and repetition.One particularly useful skill that consumers have learned automatically is thin-slice inferencing.Thin slices or brief observatio

6、ns of another persons behavior often tell us a surprisingly large amount of information about the person.The priming effect is another important example of automatic information processing.Recent or frequent exposure to an idea presented on television,on the radio,in a magazine,on the Internet,or in

7、 a conversation can change the way people think about subsequently encountered ambiguous information.An unfamiliar product can seem expensive or inexpensive,versatile or easy to use,or good or bad,depending on what information was primed before examining the product.Priming can also influence behavi

8、or as well as judgment.People often behave in a manner consistent with the implications of a prime and do so without awareness or intention.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.3 TEACHING NOTE

9、S Teaching Suggestions 1.Typically,students are both curious and skeptical about subliminal communication,particularly advertising.There are plenty of classic(Camel Cigarettes)and current(Disneys Little Mermaid)examples of apparent attempts at subliminal messaging.Prior to class,ask students to iden

10、tify and bring in examples of subliminal ads from a variety of sources.Then,lead the discussion along the following lines.First,ask if the subliminal messages are deliberate or accidental(most subliminal imagery in marketing is accidental).Second,if the attempt appears to be deliberate,ask students

11、why marketers would spend considerable advertising dollars on messages that,at best,are processed below the threshold of consciousness.Students should respond that marketers must believe that the subliminal messages are effective.Third,explain that very little research supports the effectiveness of

12、subliminal persuasion on beliefs,attitudes,and behavior.Research that does support the influence of subliminal messages(Strahan,E.J.,Spencer,S.J.,and Zanna,M.P.2002)indicates that consumers must be in prior states(e.g.,extremely thirsty)before subliminal messages about soft drinks can increase their

13、 behavior(drinking more soft drinks).Fourth,ask students what execution of subliminal advertising is likely to be most effective(e.g.,pictures,video,music,words,etc.).When they select a candidate,explain that the execution(e.g.,imperceptible background music or a 1/300 of a second sexy image)may act

14、ually work better via classical conditioning,which is processed above the threshold of consciousness.2.The Implicit Association Test(IAT)provides an opportunity to discuss how psychologists understand that consumers may not say what is on their minds either because they are unwilling or unable to do

15、 so.Prior to class,invite students to visit the Web site and take a demo test.Ask them to keep the results private,as some of the topics are quite sensitive.Then,during class,explain how the IAT measures implicit attitudes and beliefs that people are either unwilling or unable to report.For example,

16、if asked“How much do you drink?”a consumer who drinks six drinks per day may purposely report drinking only two drinks per day because he is embarrassed to admit the actual number.On the other hand,this consumer may simply refuse to answer the question because he regards it as a private matter.(This

17、 is a case of being unwilling to report a known answer).However,it is also possible that a consumer who drinks six drinks per day may report drinking only two drinks because he honestly believes that he drinks only about two drinks a day.(Unknowingly giving an incorrect answer is sometimes called se

18、lf-deception,illustrating being unable to give the desired answer).This unwilling/unable distinction is like the difference between purposely hiding something from others and unconsciously hiding something from yourself.The Implicit Association Test(IAT)makes it possible to uncover both types of dec

19、eption.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.4 Opening Vignette The opening vignette presents the classic story(1957)regarding James Vicarys bogus attempt at classical conditioning.Despite Vica

20、rys admission that he fabricated the study,many consumers were and still are frightened by the possibility of unconscious mind control because most do not understand how the unconscious mind works.What Is Automatic Information Processing?This section defines automatic information processing as menta

21、l processes that occur without awareness or intention,but nevertheless influence judgments,feelings,goals,and behaviors.Consumers often base purchase decisions on attitudes that come to mind automatically with minimal thought.Impulse purchases are often made with little or no conscious awareness.Imp

22、ulse buys are usually made without intention.The Adaptive Unconscious Mental processes become automatic through practice and eventually are subject to unconscious control.Do you drive your car by thinking about each and every detail involved?Do you make purchase decisions by evaluating every pro and

23、 con relating to competing brands?1.Use of the subconscious mind frees mental resources for the conscious mind.2.The conscious mind cannot navigate complex environments without help from the subconscious.3.The absence of emotional responses and gut feelings can prevent learning.Thin Slice Theory “Th

24、in slices”or brief observations of another persons behavior provide surprisingly accurate information about this persons personality traits and current feelings and goals.Sometimes snap judgments are more accurate than judgments resulting from a great deal of thought.Thin slices are more accurate wh

25、en:1.Observations are brief.2.Observations are focused on non-verbal information.3.Consumers have lots of practice observing thin slices.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.5 Implicit Memory

26、When consumers are aware that they are searching for information stored in memory and/or when they intend to do so,they are performing an explicit memory task.When memory is used as a tool without awareness or intention,consumers are performing an implicit memory task.1.Priming Effects occurs when c

27、onsumers are subtly led to think about a concept,such as a brand name,attribute or benefit.Simply thinking about a concept activates that concept from memory.Assimilation occurs when a target object is perceived as similar to an ambiguous prime.Contrast occurs when a target object is perceived as di

28、fferent from an unambiguous prime.Figure 6.1 provides a graphical example of the priming effect,drawing on Herr(1989).Watching television leads people to overestimate crime,violence,affluence,and marital discord rates,as well as the number of doctors,lawyers,and police officers working in the real w

29、orld.Procedural priming effects occur when situations are linked to cognitive or motor processes via“if X,then Y”linkages,where X refers to a specific situation and Y refers to a cognitive or behavioral activity(e.g.,ranking from most to least favorable leads consumers to focus on the best attribute

30、s first).Mindset priming refers to situations where cognitive activity performed during the first session tends to be performed again in the second,even if the products considered during the two sessions are completely different(e.g.,putting consumers in a buying mindset leads them to continue buyin

31、g).o A preference mindset leads consumers to buy and to overlook the option of buying nothing.o A generating-alternatives mindset leads to more accurate predictions.2.The Implicit Association Test(IAT)is a new procedure for measuring sensitive beliefs,including those held without awareness or intent

32、ion.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.6 Words appear on a computer monitor,and participants are asked to press one of two keys(left or right key)as quickly and as accurately as possible.The

33、 computer records response latencies to different sets of words automatically.Response time differences increase as the strength of the association between two words increases.Familiarity Effects The more consumers see a product or hear a claim about a product,the more familiar that product or claim

34、 becomes.The truth effect shows that as familiarity increases,a brand name seems more famous;liking for the brand increases;judgments about the brand are held with greater confidence;and product claims seem more likely to be true.Distraction Effects Distraction can enhance the truth effect.1.Belief

35、and comprehension are inseparable.2.Consumers initially believe everything solely for the purposes of understanding the implications of the statement.3.Unbelieving is a separate process,requiring time and effort.4.Distraction can inhibit unbelieving.5.Consumers are more likely to believe false state

36、ments to be true than to believe true statements to be false.Subliminal Advertising Revisited Consumer behavior is too complex to be controlled by simple subliminal messages.However,as this chapter illustrates,memories of past experiences can influence a wide variety of judgments without intention o

37、r awareness.Recent research shows that subliminal priming can influence behavior without intention or awareness,but only under highly controlled conditions.1.Thirsty consumers who were exposed to thirst-related subliminal primes drank more Kool-Aid than did participants in the other conditions.2.Thi

38、rst-related primes increased preferences for a drink that was advertised as thirst-quenching(“SuperQuencher”)over a drink that was advertised as energizing(“PowerPro”).3.The effects were observed only in participants who were already thirsty.2015 Cengage Learning.All Rights Reserved.May not be scann

39、ed,copied or duplicated,or posted to a publicly accessible website,in whole or in part.7 4.Subliminal priming by itself does not increase persuasion.But subliminal priming combined with an already accessible need or goal can increase persuasion.2015 Cengage Learning.All Rights Reserved.May not be sc

40、anned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.8 Answers to Review and Discussion Questions 1.What is automatic information processing?Using information without awareness or intention.2.Give some examples of automatic information processing.Frequently purch

41、ased brands are often purchased with minimal processing.Well-practiced behaviors(e.g.,driving,sports)require little or no thought.3.When are attitudes likely to come to mind automatically?Highly accessible attitudes are likely to be activated automatically.4.How does a mental process become automati

42、c?High levels of practice and overlearning are required.5.What are the benefits of automatic information processing?Automatic processing frees cognitive resources for other tasks.6.Why do people trust their intuition more than they should?People assume that they are more objective and unbiased than

43、they actually are.7.Give some examples of thin-slice inferences.Consumers often decide very quickly whether they can trust a salesperson they just met.8.Give some examples of the priming effect.Television primes all kinds of ideas about what products other people buy,how frequently they use these pr

44、oducts,and what kinds of events occur frequently.9.What is the IAT?The IAT is the implicit association test,which is useful for assessing attitudes and beliefs indirectly.10.When is the IAT most useful?The IAT is most useful for familiar stimuli that have many associations stored in memory.Answers to Short Application Exercises and Managerial Application Challenges Student responses,answers,and examples will vary on these open-ended Short Application Exercises and Managerial Application Challenges.