消费者行为学第2版英文教师手册imCh5TeachingNotes-tc.pdf

《消费者行为学第2版英文教师手册imCh5TeachingNotes-tc.pdf》由会员分享，可在线阅读，更多相关《消费者行为学第2版英文教师手册imCh5TeachingNotes-tc.pdf（8页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

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.Chapter 5 Learning and Memory Outline Chapter Objectives Chapter Summary Teaching Suggestions Opening Vignette The Importance of Learning and Memory Types

2、 of Learning Classical Conditioning Operant Conditioning Comprehension and Miscomprehension Memory The Seven Sins of Memory Transience Absent-mindedness Blocking Misattribution Suggestibility Bias Persistence Review and Discussion Questions Chapter Objectives After studying this chapter,you will be

3、able to.Objective 1Explain how classical conditioning works in advertising Objective 2Explain how operant conditioning works in sales promotion.Objective 3Identify misleading ads that encourage consumers to form incorrect inferences.Objective 4Define the seven sins of memory.Objective 5Use the seven

4、 sins of memory to design more memorable ads.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.Chapter Summary Learning produces knowledge about products,and memory determines how knowledge about products

5、is accessed and used.Associations between unconditioned and conditioned stimuli are learned via classical conditioning.Associations between responses and consequences are learned via operant conditioning.Associations are the building blocks of knowledge stored in memory.Although memory influences ne

6、arly all aspects of consumer behavior,most consumers underestimate the importance of memory.The seven sins of memory are side effects of an otherwise adaptive memory system.The sins of forgetting are transience(forgetting over time),absent-mindedness(forgetting because of a lack of effort during enc

7、oding or during retrieval),and blocking(forgetting as a result of interference resulting from cue competition).The sins of distortion are misattribution(distortion as a result of confusion),suggestibility(distortion as a result of the questions and suggestions of others),and bias(distortion because

8、of overestimating the consistency of the past and the present,and vice versa).The sin of persistence refers to the inability to forget what one wants to forget.Despite these sins,memory enables consumers to perform remarkably complex thinking,reasoning,and decision-making activities.2015 Cengage Lea

9、rning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.TEACHING NOTES Teaching Suggestions 1.Begin class by asking students to recall what they had for dinner two nights ago.Ask how they were able to remember their response.Wh

10、at was the first thing that came to their minds as you asked the question?Chances are that they had to reconstruct the steps leading up to that dinner(e.g.,where they were,who they were with,staring into the refrigerator,etc.).You can use this discussion to demonstrate the associative network theory

11、 of memory.2.The Marketing in Action Box features a section on Rumors in the Marketplace.Rumor control is both curious and practical for students.You can discuss the principle of rumor control through associative interference by asking students not to think of a white elephant.Involuntarily,the firs

12、t thing they will visualize will be a white elephant.The only way to stop thinking about the white elephant is to start thinking about something else,i.e.,to interfere with or interrupt the association between the two concepts(white and elephant).3.Ask students to identify situations in which they h

13、ave fallen prey to each of the seven sins of memory.Next,ask them to identify how marketers take advantage of these seven sins.For example,transience suggests that heavy advertising(top of mind)overpowers less accessible brand information.Its no wonder there appears to be advertising wars among prod

14、uct category leaders(e.g.,Verizon and AT&T).Absent-mindedness suggests that consumers process a great deal of product information superficially.Thus,slogans,tag-lines,and jingles appear to“ring a bell”over time,i.e.,low-involvement familiarity leads to the truth effect.Blocking occurs as a result of

15、 interference from related information stored in memory.Here,popular brands can“block”the retrieval of less-known brands in a memory-based decision context via part-list cuing and the ugly-sisters effect.Misattribution suggests that consumers can remember a brand claim but forget the source(sleeper

16、effect)and confuse feelings of brand familiarity with liking(e.g.,“If the brand seems familiar,I must like it”).Persistence suggests that brand jingles that get“stuck in our heads”can be effective at producing brand familiarity.This is a good time to discuss the“earworm”or“stuck song syndrome.”Name

17、or repeat popular and current brand jingles,such as McDonalds,U.S.Army,or Campbells Soup,and ask students to discuss why certain jingles get stuck in their heads.4.Ask students to identify examples of classical conditioning in advertisings.They are likely to cite attractive models,celebrities,and po

18、pular songs.You can point out that cute animals,babies,beautiful scenery,and unfamiliar but pleasant music can sometimes be more effective than popular celebrities and songs.This is an opportunity to discuss some mistakes marketers use with classical conditioning.Many advertisements feature backward

19、 conditioning,even though forward conditioning is more effective.Also,marketers who use popular songs risk the pre-exposure effect,and using celebrities who are overexposed carries the risk of the blocking effect.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or po

20、sted to a publicly accessible website,in whole or in part.Opening Vignette The opening vignette provides an example(Martini&Rossi)of how marketers use advertising and other promotional efforts to help consumers learn about their products and brands.The Importance of Learning and Memory This section

21、explains that learning,as it relates to consumer behavior,is the process of acquiring new information and knowledge about products and services for application to future behavior.Memory enables past experiences and learning to influence current behavior.People often underestimate the importance of l

22、earning and memory in consumer decision making.The more consumers learn about a product category:The more likely they are to use new words and phrases to describe their consumption experiences.The more likely they are to focus on product attributes that didnt seem as important when they first tried

23、the product.Types of Learning This section describes two important learning theories that have been developed in the fields of psychology,sociology,medicine,and education.Classical Conditioning Classical or Pavlovian conditioning maintains that learning occurs when associations between meaningful ob

24、jects or ideas elicit desired responses.The unconditioned stimulus(e.g.,food)is a meaningful object that automatically elicits and unconditioned response(e.g.,salivation).The conditioned stimulus(e.g.,bell),when paired over time with the unconditioned stimulus,produces a conditioned response(e.g.,sa

25、livation).Repeated pairing creates stimulus generalization,or similar responses to both the unconditioned and conditioned stimuli.Advertisers use a wide variety of meaningful unconditioned stimuli,including catchy music,sexy models,likable celebrities,cute animals,and pretty scenery to pair with the

26、ir products and brands.1.Forward conditioning occurs when the conditioned stimulus precedes the unconditioned stimulus.This sequencing produces the greatest learning 2.Backward conditioning involves placing the unconditioned stimulus(e.g.,beautiful scenery)before the conditioned stimulus(e.g.,advert

27、ised brand).Though popular with advertisers,this sequencing is not as effective.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.Pre-exposure effects occur when unconditioned stimuli are previously enco

28、untered alone without pairing(e.g.,popular music),making the pairing ineffective.4.Blocking effects occur when an unconditioned stimulus(e.g.,celebrity)has been previously paired with another conditioned stimulus(e.g.,brand),and so,any new associations for other predictive stimuli encountered later(

29、e.g.,a new brand)are blocked.5.Temporal contiguity suggests that stronger associations are learned when events occur close together in time as compared to far apart in time.Because consumers pay their credit card bills at the end of the month,but receive their merchandise immediately,the benefits ap

30、pear stronger than the costs.This leads to an increased buying level for credit card users.Operant Conditioning In contrast to classical conditioning,where the stimulus precedes the response,in operant conditioning(or instrumental conditioning)the stimulus follows the response 1.Positive reinforceme

31、nt,or the presence of a reward,increases the probability of a response.2.Negative reinforcement,or the absence of punishment,also increases the probability of a response.3.Extinction,or the absence of a reward,decreases the probability of a response.4.Continuous reinforcement,or when reinforcement o

32、ccurs every time the desired response occurs,produces fast learning.5.Partial reinforcement,or when reinforcement occurs only some of the times the desired response occurs,produces persistent learning.Positive reinforcements in the marketplace include coupons,bonus points,rebates,and prizes given to

33、 consumers who buy your product.Negative reinforcements in marketing include eliminating expensive shipping terms and reducing paperwork associated with rebates and warranties.Comprehension and Miscomprehension This section explains that comprehending or understanding information requires relating n

34、ew information presented in the environment to old information stored in memory.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.Because new information is typically incomplete,consumers must form inferen

35、ces to fill in missing details to make sense out of the new information.As comprehension increases,memory performance also increases.Because consumers must fill in missing details,ads can mislead consumers by presenting claims that are literally true but figuratively false.For example:o Be popular!B

36、rush with UltraBrite!o Women who look younger use Oil of Olay.Corrective advertising is typically ineffective,because consumers have difficulty correcting false memories.Memory This section uses a computer analogy to explain human memory.A computer has a hard drive that can store a large number of i

37、nactive files.A computer also allows users to retrieve a file from the hard drive and bring it into active memory so the file can be processed.People have a long-term memory system that stores a large amount of inactive data or knowledge.To use such knowledge however,people must retrieve a“file”from

38、 long-term memory and bring in into short-term memory to process it further.The Seven Sins of Memory Although memory influences nearly every thought we have and every action we take,memory can also be fallible.1.Transience refers to forgetting over time.If knowledge is not used for a long period of

39、time,information loss can occur.It is easier to remember ads and promotions recently encountered.2.Absent-mindedness refers to forgetting as a result of shallow or superficial processing of information during encoding or retrieval.Marketing communications that encourage consumers to think deeply abo

40、ut a product are more memorable than ads that encourage cursory processing.3.Blocking occurs because the information one is trying to retrieve is temporarily inaccessible as a result of interference from related information.The association principle of long-term memory maintains that each node,idea,

41、or piece of information stored in memory is connected to other nodes that are conceptually related by links known as associations.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.New associations increase

42、 the complexity of consumers associative networks and produce associative interference,in which the new associations compete with and block old associations.The encoding-specificity principle shows that memory performance is enhanced when the contextual cues at the time of encoding and at the time o

43、f retrieval match or are highly similar.4.Misattribution involves three different types of memory error:1.Source confusion occurs when consumers remember reading a fact about a brand but forget where they read it.2.Feelings of familiarity imply that the more familiar a brand seems,the more popular i

44、t must be.3.False memories involve the tendency to remember items that never happened.5.Suggestibility involves misleading questions and suggestions that lead to memory distortion.How fast was the car going when it ran past the stop sign?How fast was the car going when it ran past the yield sign?6.B

45、ias involves the extent to which prior product experiences and expectations guide the interpretation of current product experiences.Products seem larger,smaller,heavier,lighter,tastier,or more comfortable if consumers expect them to be so.The reverse is also true.7.Persistence involves the inability

46、 to forget(particularly things that consumers would like to forget).Jingles Slogans 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.Answers to Review and Discussion Questions 1.What are the differences b

47、etween classical conditioning and operant conditioning?The stimulus precedes the response for classical conditioning,and the stimulus follows the response for operant conditioning.Classical conditioning also requires less thinking.2.How does learning influence memory?Learning produces knowledge that

48、 is stored in memory.3.How does memory influence learning?Prior knowledge makes learning easier.4.Discuss three different ways in which forgetting occurs.Transience,absent-mindedness,and blocking.5.Discuss three different ways in which memory distortion occurs.Misattribution,suggestibility,and bias.

49、6.Discuss some ways that forgetting influences consumer behavior.Forgetting can reduce the effectiveness of an ad or lead consumers to buy brands they prefer less.7.Discuss some ways that memory distortion influences consumer behavior.Distortion can change the way consumers think about a brand.8.Wha

50、t are the three types of memory misattributions?Source confusion,feelings of familiarity,and false memories.9.When and how does previously viewed advertising influence current beliefs?Previously viewed advertising changes the manner in which ambiguous product experiences are interpreted.10.When and