CB 消費者行為學chapter 4.ppt

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'CB 消費者行為學chapter 4.ppt'
? 2009 South-Western, a division of Cengage Learning.Chapter 4 Comprehension, Memory, and Cognitive LearningBABIN / HARRIS? 2009 South-Western, a division of Cengage Learning.4-*Learning Outcomes Understand the concept of comprehension and the factors that influence what gets comprehended. Use the multiple store theory of memory to explain how knowledge, meaning, and value are inseparable. Understand how consumers make associations with meaning as a key way to learn. Use the concept of associative networks to map relevant consumer knowledge. Be able to apply the concept of cognitive schema, including exemplars and prototypes, to understand how consumers react to products. LO1LO2LO3LO4LO5? 2009 South-Western, a division of Cengage Learning.LO1Understand the concept of comprehension and the factors that influence what gets comprehended.? 2009 South-Western, a division of Cengage Learning.4-*Exhibit 4.1 Consumer Information ProcessingLO1? 2009 South-Western, a division of Cengage Learning.4-*ComprehensionRefers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning.LO1? 2009 South-Western, a division of Cengage Learning.4-*Exhibit 4.2 Factors Affecting ComprehensionLO1? 2009 South-Western, a division of Cengage Learning.4-*Physical Characteristics of the MessageNumbersFontsLO1? 2009 South-Western, a division of Cengage Learning.4-*Simplicity/ComplexitySimple phrases such as “fat free” often communicate more clearly than detailed information. LO1? 2009 South-Western, a division of Cengage Learning.4-*Exhibit 4.3: Congruent or Incongruent Message Sequences?LO1? 2009 South-Western, a division of Cengage Learning.4-*Exhibit 4.4: The Figure and Ground DistinctionLO1? 2009 South-Western, a division of Cengage Learning.4-*Message Source FactorsLO1LikeabilityExpertiseTrustworthinessAttractiveness? 2009 South-Western, a division of Cengage Learning.4-*HabituationLO1It’s strange looking, but you’ll get used to it!? 2009 South-Western, a division of Cengage Learning.4-*Exhibit 4.5 An Illustration of FramingLO1? 2009 South-Western, a division of Cengage Learning.LO2Use the multiple store theory of memory to explain how knowledge, meaning, and value are inseparable.? 2009 South-Western, a division of Cengage Learning.4-*Multiple Store Theory of MemoryViews the memory process as utilizing three different storage areas within the human brain.LO2? 2009 South-Western, a division of Cengage Learning.4-*Exhibit 4.6: The Multiple Store Approach to MemoryLO2? 2009 South-Western, a division of Cengage Learning.4-*Workbench MemoryLO2This is where bits of information are worked on to create knowledge!? 2009 South-Western, a division of Cengage Learning.LO3Understand how consumers make associations with meaning as a key way to learn.? 2009 South-Western, a division of Cengage Learning.4-*Mental Processes Assisting LearningLO3RepetitionDual CodingMeaningful EncodingChunkingThese rely on making associations.? 2009 South-Western, a division of Cengage Learning.4-*Does Humor Help You Remember?LO3? 2009 South-Western, a division of Cengage Learning.LO4Use the concept of associative networks to map relevant consumer knowledge.? 2009 South-Western, a division of Cengage Learning.4-*Associative NetworkA network of mental pathways linking knowledge within memory.LO4? 2009 South-Western, a division of Cengage Learning.4-*Exhibit 4.8: A Typical Consumer’s Associative Network Associated with MercedesLO4? 2009 South-Western, a division of Cengage Learning.4-*Exhibit 4.9 The Knowledge for Snack FoodsLO4? 2009 South-Western, a division of Cengage Learning.LO5Be able to apply the concept of a cognitive schema, including exemplars and prototypes, to understand how consumers react to new products.? 2009 South-Western, a division of Cengage Learning.4-*Cognitive SchemasSchema – a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity.Exemplar – a concept within a schema that is the single best representative of some category.Prototype – characteristics more associated with a concept.LO5? 2009 South-Western, a division of Cengage Learning.4-*Exhibit 4.10 Category ExemplarsLO5? 2009 South-Western, a division of Cengage Learning.4-*Reaction to New Products/BrandsLO5What is this?!?? 2009 South-Western, a division of Cengage Learning.4-*Episodic MemoryLO5How many will remember the same things from this gathering?
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