清华MBA系列课件：消费行为学—Lec3.ppt

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1、Lecture3LowInvolvementPurchasesConsumerBehaviorBuying,Having,andBeingMichaelR.SolomonCaseFromPavlov’sTuningForktoMarlboroCowboy1.TheTuneForkandtheDog2.MusicDrawstheLine3.MarlboroCowboyLowInvolvementPurchasesKrugman’sTheoryofPassiveLearningAtheoryuse

2、dtoexplainwhytelevisionadvertisingproducedhighlevelsofbrandrecallyetlittlechangeinattitudestowardbrands.Uninvolvedconsumers:RepetitiveadvertisingInformationcatcherBuyfirstHierarchyofEffectsModelThinkAwareness;KnowledgeFeelLiking;PreferenceDoConvicti

3、on;ActionForLow-InvolvementPurchasesThinkDoAwarenessPurchaseFeelLiking;PreferenceSherif’sSocialJudgmentTheoryLatitudeofRejectionLatitudeofAcceptanceLatitudeofAcceptanceLatitudeofRejectionElaborationLikelihoodModelHighinvolvement–centralprocessingLow

4、involvement–peripheralprocessingComparisonbetweenHighandLowInvolvementLowInvolvementHighInvolvementSearchLimitedExtendedAfewsourcesManysourcesPassive,unintentional,atrandomActive,intentionalEvaluation1or2keycriteriaManycriteriaPriceandbrandawarenessOt

5、herproductfeaturesAtthepoint-of-purchaseOutsidepoint-of-purchaseAcceptablesolutionOptimalsolutionLikingaftertrialLikingbeforetrialLittlereferencegroupinfluenceSubstantialreferencegroupinfluencePersonality&lifestyleirrelevantPersonality&lifestylereleva

6、ntLearningTheoryInamarketingcontext,learningistheeffectofpurchaseandconsumption-relatedexperienceonsubsequentbehavior.Twoschoolsoflearningtheories:BehaviorismschoolCognitiveschoolBehaviorismSchoolClassicalConditioning(ThePavlov’sExperiment)Time1Audito

7、ryResponses(R1)TuningFork(S1)Food(S2)Salivation(R2)Time2AuditoryResponses(R1)TuningFork(S1)Food(S2)Salivation(R2)UCSUCR……Time2nTuningFork(S1)Salivation(R2)CSCRConditionsforclassicalconditioningCSprecedenceRepetitionContiguityUCSisattractiveApplication

8、s:StimulusgeneralizationStimulusdiscriminationInstrumentalConditioningPunishmentSRReinforcementIncreasetheprobabilityofRtoSDecreasetheprobabilityofRtoSCognitiveLearningTheoryLearningbasedonmentalinformationprocessing,ofteninresponsetoproblemso