Course framework

Consumer behavior
Keen consumers——Perception
Rational consumers——Learning and Memory
Complex consumers——Self and Personality 1

Reasons of
Motivation
Consumption ｛ Attitudes 2
Decision
Information Searching
Evaluation Model
Process
｛
Decision-making
Context Influence 3
After-Purchase Behavior
Environment Group and Culture 4 1
www.ppt20.com
Effect
 Rational consumers
——Learning and Memory

(Chapter 4)

www.ppt20.com
 *Classical conditioning and marketing application
(经典性条件反射)
* Instrumental conditioning and marketing application
(工具性/操作性）条件反射)
*Cognitive learning theories and marketing application
(认知学习理论)
*Memory and marketing application
3
www.ppt20.com
 1. Learning

Learning is a relatively permanent change in behavior caused by

experience.
-Include incidental learning：casual, unintentional acquisition of knowledge
-An ongoing process: ranging from a simple to a complex series of cognitive
activities
-Consumer learning: Consumers acquire knowledge or experience related to
purchase and apply it to subsequent behaviors

Cognitive
Emotional
change Behavioral
change
Attitude change
Reliance Repeat
purchase

Preference
Commitment
www.ppt20.com
 1. Learning

Behavioral learning theory

-learning takes place as the result of
responses to external events.
-focus on the simple stimuli-response
connections

Cognitive learning
theory
-regard consumers as solvers of complex problems，
-emphasis on the importance of internal mental
processes, and learning creativity and perception in
the learning process.
www.ppt20.com
 1.1 Behavioral learning theory

• Approach the mind as a “black box” and emphasize the observable

aspects of behavior（input and output）
• Feedback shaping experience

Classical
conditioning

Instrumental
(operant)
conditioning

6
www.ppt20.com
 1.1.1 Classical
conditioning

www.ppt20.com
 1.1 Behavioral learning theories

occurs when a stimulus that elicits a response is

paired with another stimulus that initially does not
Classical elicit a response on its own. Over time, this second
conditioning stimulus causes a similar response because we
associate it with the first stimulus。

工具性（操作性） ➢Pavlov experiment

条件反射
Components of Conditioning
oUnconditioned stimulus
oConditioned stimulus
oConditioned response
8
www.ppt20.com
 1.1.1 Marketing applications of classical
conditioning principles

Repetition
Conditioned Stimulus
product generalization
associations （刺激泛化）
➢ Repeated exposures increase the（条件联结）
strength of stimulus–response
associations and prevent the
decay of these associations in
memory
9
www.ppt20.com
 1.1.1.1 Marketing applications of classical
conditioning principles——Repetition

advertising wear-out

10
www.ppt20.com
 1.1.1.1 Marketing applications of classical
conditioning principles——Repetition

11
www.ppt20.com
 1.1.1.2 Marketing applications of classical
conditioning principles—Conditioned product associations

Advertisements often pair a product with a positive

stimulus to create a desirable association.
12
www.ppt20.com
 1.1.1.3 Marketing applications of classical
conditioning principles—Stimulus Generalization

Family branding Licensing

Product line extension Look-alike packaging

• Stimulus generalization refers to the tendency of stimuli

similar to a CS to evoke similar, conditioned responses
• Halo effect (晕轮效应)
13
www.ppt20.com
 Stimulus Generalization——Family branding

14
www.ppt20.com
 Stimulus Generalization——Product line extension

Product line extension：Apply the brand to new products

in the same product category.
Category extension: Apply the brand to a different
category.

15
www.ppt20.com
 Stimulus Generalization——Licensing

16
www.ppt20.com
 Stimulus Generalization——Look-alike packaging

Stimulus discrimination: When a UCS does not follow a stimulus similar to a CS. 17
www.ppt20.com
 For Reflection

• Some advertisers use well-known songs to promote

their products. They often pay more for the song
than for original compositions. How do you react
when one of your favorite songs turns up in a
commercial?
• Why do advertisers do this? How does this relate to
learning theory?

www.ppt20.com
 1.1.2
Instrumental
conditioning

www.ppt20.com
 1.1 Behavioral learning theories

Occurs when a stimulus that elicits a response is

paired with another stimulus that initially does not
Classical elicit a response on its own. Over time, this second
conditioning stimulus causes a similar response because we
associate it with the first stimulus。

Instrumental/ Occurs when we learn to perform behaviors that

operant produce positive outcomes and avoid those that
conditioning yield negative outcomes

20
www.ppt20.com
1.1.2 Marketing applications of instrumental conditioning
➢We make those in instrumental conditioning deliberately to
obtain a goal
➢We may learn the desired behavior over a period of time as a
shaping process rewards our intermediate actions

Positive
reinforcement Extinction
………

Negative Punishment
reinforcement

21
www.ppt20.com
 1.1.2.1 Marketing applications of instrumental
conditioning——Positive reinforcement
When the environment provides positive reinforcement in the form of a
reward, this strengthens the response and we learn the appropriate
behavior.

22
www.ppt20.com
 1.1.2.2 Marketing applications of instrumental
conditioning——Negative reinforcement

- Do something to avoid the negative outcome

- It also strengthens responses so that we learn the appropriate
- behavior.

23
www.ppt20.com
 Marketing applications of negative reinforcement
——Fear marketing

A
Fear of your panoramic
worst self in view of fear
the future 全景恐惧

Fear+
accountability

www.ppt20.com
 Marketing applications of negative reinforcement
——Fear marketing

www.ppt20.com
 Marketing applications of negative reinforcement
——Fear marketing

www.ppt20.com
 Marketing applications of negative reinforcement
——Fear marketing

www.ppt20.com
 1.1.2.3 Marketing applications of instrumental
conditioning——Punishment

- Occurs when unpleasant events follow a response

- We learn the hard way not to repeat these behaviors.

28
www.ppt20.com
 1.1.2.4 Marketing applications of instrumental
conditioning——Extinction
When a person no longer receives a positive outcome, extinction
is likely to occur.

29
www.ppt20.com
 强化的类型 P.84

www.ppt20.com
 1.1.2.4 Marketing applications of instrumental
conditioning——Extinction
-It’s important for marketers to determine the most effective
reinforcement schedule to use. You get reinforced after a
The time that must pass certain number of responses,
before you get reinforced but you don’t know how
Fixed-interval many responses are required
varies based on some
reinforcement average.
(固定时距) Variable- Variable-ratio
Fixed-ratio reinforcement
interval reinforcement (不定比率)
reinforcement (固定比率)
After a specified time (不定时距)
period has passed, the
first response you make Reinforcement occurs
brings the reward only after a fixed
number of responses.
frequency marketing频繁营销
31
www.ppt20.com
 1.1.2.5 Gamification(游戏化): the new Frontier
for Learning applications

• A dynamic digital environment

• Multiple short- and long-term
goals
• Rapid and frequent feedback
• A reward for most or all efforts
in the form of a badge or a
virtual product
• Friendly competition in a low-
risk environment
• A manageable degree of
uncertainty -Store and brand loyalty
-Social marketing
-Employee performance.
www.ppt20.com
 1.2 Cognitive learning theory
• Internal mental process
• We learn about products
by observing others’ behavior.
• Observational learning occurs when we watch the actions of
others and note the reinforcements they receive for their
behaviors. In these situations, learning occurs as a result of
vicarious（替代的） rather than direct experience.

www.ppt20.com
 1.2 Cognitive learning theory
• How do we learn to be consumers?
✓Parent’s influence
✓Consumer socialization
✓Modeling (not the runway kind) is the process of imitating the
behavior of others

www.ppt20.com
 Marketing application of cognitive learning
theory——Celebrity effect

35
www.ppt20.com
 Marketing application of cognitive learning
theory——KOL

36
www.ppt20.com
 Marketing application of cognitive learning
theory——Peer pressure

37
www.ppt20.com
 Peer Pressure——Virus marketing

38
www.ppt20.com
 Peer Pressure——Virus marketing

39
www.ppt20.com
 Peer Pressure——MEME phenomenon(米姆现象
)
一种流行的，以衍生方式复制传播的互联网文化基因。

www.ppt20.com
 Peer pressure——Word-of-mouth marketing

41
www.ppt20.com
www.ppt20.com
 Peer pressure——Word-of-mouth marketing

43
www.ppt20.com
 Peer pressure——Word-of-mouth marketing

44
www.ppt20.com
 Peer pressure——Word-of-mouth marketing

Best seller ranking

www.ppt20.com
 2.Memory
a process of acquiring information and storing it over
time so that it will be available when we need it.

www.ppt20.com
 Memory process and memory system
(information-processing approach)
SHORT- LONG-
SENSORY TERM TERM
MEMORY MEMORY MEMORY Retrieval

→
Episodic (access the
memories& Storage desired
(integrate new information)
Narrative knowledge with
Encoding what is already in
(information memory and
External
enters in a way “warehouse”
input the system will
recognize) →it)

associative
network

47
www.ppt20.com
 Memory Systems

4-48
www.ppt20.com
 • The other products we associate with an individual
product influence how we will remember it.
• Spreading Activation
• Brand-specific
• Ad-specific
• Brand identification
• Product category
• Evaluative reactions

• Levels of Knowledge
• Schema
• Script
• Service scripts
Figure 4.6 An associative network for perfumes
www.ppt20.com
 How We Retrieve Memories
• Retrieval: the process whereby we recover information
from long term memory
• Retrieval level determinants：
➢Cognitive and physiological factors (e.g. old VS. young people)
➢Situational factors (情境因素): e.g. descriptive brand names
➢The way the message is presented
• Spacing effect：repeats the target item periodically is more
effective
• The viewing environment of a marketing message (focus or not)

www.ppt20.com
• Nature of the ad itself
 What Makes Us Forget?
• In a process of decay, the structural changes that learning
produces in the brain simply go away.
• The Ebbinghaus forgetting curve：
• Forgetting and information appear almost simultaneously
• The forgetting process starts fast and then slows down
• 1. Interference effect：additional information displaces the
previous information
• Retroactive (后摄干扰)：forget stimulus–response associations if
subsequently learn new responses to the same or similar stimuli;
• Proactive（前摄）：prior learning can interfere with new
learning
• These interference effects help to explain problems in
remembering brand information
www.ppt20.com
• 2. State-dependent retrieval（状态依存性提取）：we are
better able to access information if our internal state is the same at
the time of recall as when we learned the information.
•3. Familiarity ：automaticity
•4. Highlighting effect：common attributes with early learned
brands and unique attributes with late-learned brands.
• 5. Salience（突出性）：prominence or level of activation in
memory
• von Restorff effect：novelty/surprise
• mixed emotions & unipolar emotions
• 6. The viewing context：hybrid ads
• 7. Pictorial versus verbal cues
www.ppt20.com
Bittersweet Memories:
the Marketing power of nostalgia (怀旧)

Marketers may resurrect popular

characters to evoke fond memories of
the past.

www.ppt20.com
 Nostalgic marketing

www.ppt20.com
 The paradox of nostalgic marketing

Retro brand: an update version

of a brand from a prior historical
period

www.ppt20.com
 A N Y
Q U E S T I O N S ?

56
www.ppt20.com