CB 消费者行为学chapter 4.docVIP

Chapter 4:Comprehension, Memory, and Cognitive Learning Chapter 4:Comprehension, Memory, and Cognitive Learning PAGE 70 ? South-Western/Cengage Learning ? South-Western/Cengage Learning PAGE 71 66 ? South-Western/Cengage Learning Chapter 4: Comprehension, Memory, and Cognitive Learning LECTURE OUTLINE WITH POWERPOINT SLIDEs Have students access http://4/cb/ to view the polling questions for CB. Ask them to take the online poll to see how their answers compare with other students taking a consumer behavior course. I can usually remember more from a 30-second television commercial than I can from a 30-minute lecture. Strongly disagree 1 2 3 4 5 6 7 Strongly agree After studying this chapter, the student should be able to: LO1. Understand the concept of comprehension and the factors that influence what gets comprehended. LO2. Use the multiple store theory of memory to explain how knowledge, meaning, and value are inseparable. LO3. Understand how consumers make associations with meaning as a key way to learn. LO4. Use the concept of associative networks to map relevant consumer knowledge. LO5. Be able to apply the concept of a cognitive schema, including exemplars and prototypes, to understand how consumers react to new products. Suggested Lecture Opener Newsweek covered a story on the growing concern of young celebrities out of control, called the “girls gone wild” effect. Tweens adore them and teens envy them. Celebrities like Paris Hilton, Lindsay Lohan, and Brittany Spears are considered celebrity endorsers for many products. 12?14 year olds are probably the most vulnerable to stars’ influences Source: Newsweek, 2/12/07 The girls gone wild effect by Kathleen Deveny Raina Kelley Slide 1 LO1. Understand the concept of comprehension and the factors that influence what gets comprehended. Slide 2 Slide 3 Slide 4 Comprehension Comprehension refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meanin