清華MBA系列課件：消費行為學—Lec3

1、 3 - 1Lecture 3Low Involvement PurchasesMichael R. Solomon 3 - 2CaseFrom Pavlovs Tuning Fork to Marlboro Cowboy 3 - 31. The Tune Fork and the Dog 3 - 42. Music Draws the Line 3 - 53. MarlboroCowboy 3 - 6Low Involvement Purchases Krugmans Theory of Passive Learning A theory used to explain why televi

2、sion advertising produced high levels of brand recall yet little change in attitudes toward brands. Uninvolved consumers: Repetitive advertising Information catcher Buy first 3 - 7Hierarchy of Effects ModelThinkAwareness;KnowledgeFeelLiking;PreferenceDoConviction;ActionFor Low-Involvement PurchasesT

3、hinkDoAwarenessPurchaseFeelLiking;Preference 3 - 8 Sherifs Social Judgment TheoryLatitude of RejectionLatitude of AcceptanceLatitude of AcceptanceLatitude of Rejection 3 - 9 Elaboration Likelihood Model High involvement central processing Low involvement peripheral processing 3 - 10Comparison betwee

4、n High and Low InvolvementLow InvolvementHigh InvolvementSearchLimited ExtendedA few sourcesMany sourcesPassive, unintentional, at randomActive, intentionalEvaluation1 or 2 key criteriaMany criteriaPrice and brand awarenessOther product featuresAt the point-of-purchaseOutside point-of-purchaseAccept

5、able solutionOptimal solutionLiking after trialLiking before trialLittle reference group influenceSubstantial reference group influencePersonality&lifestyle irrelevantPersonality&lifestyle relevant 3 - 11Learning Theory In a marketing context, learning is the effect of purchase and consumpti

6、on-related experience on subsequent behavior. Two schools of learning theories: Behaviorism school Cognitive school 3 - 12Behaviorism School 3 - 13Classical Conditioning (The Pavlovs Experiment)Time 1Auditory Responses (R1)Tuning Fork (S1)Food (S2)Salivation (R2)Time 2Auditory Responses (R1)Tuning F

7、ork (S1)Food (S2)Salivation (R2)UCSUCRTime 2nTuning Fork (S1)Salivation (R2)CSCR 3 - 14 Conditions for classical conditioning CS precedence Repetition Contiguity UCS is attractive Applications: Stimulus generalization Stimulus discrimination 3 - 15 3 - 16Instrumental ConditioningPunishmentSRReinforc

8、ementIncrease the probability of R to SDecrease the probability of R to S 3 - 17 3 - 18Cognitive Learning Theory Learning based on mental information processing, often in response to problem solving Observational learningLearning as a result of vicarious, rather than direct, experience. 3 - 19 The role of memory in lear