台大消费者行为cb08learning .pptx

Learning and Memory2002/04/17OverviewWhat is Learning?Behavioral Learning Theories 行為學習Vicarious Learning 代理學習Cognitive Learning Theory 認知學習The Role of Memory in Learning2002/04/17What Is Learning?來自資訊與經驗的影響，而所產生的一種行為、情感以及思想上的相當持久的改變Learning Theoriesbehavioral learningemphasize the responses to external eventscognitive learningstress the importance of internal mental processes2002/04/17The Consumer As a “Black Box”: A Behaviorist Perspective on Learning2002/04/17Behavioral Learning TheoriesClassical Conditioning 古典制約Instrumental Conditioning 工具制約2002/04/17Classical ConditioningThe unconditioned stimulus (US; UCS) evokes an unconditioned response (UR; UCR)The unconditioned response can be transferred to a conditioned stimulus (CS) through classical conditioningSince this response arises from the conditioning it is called the conditioned response (CR)2002/04/17Classical Conditioning2002/04/179、我们的市场行为主要的导向因素，第一个是市场需求的导向，第二个是技术进步的导向，第三大导向是竞争对手的行为导向。10、市场销售中最重要的字就是“问”。11、现今，每个人都在谈论着创意，坦白讲，我害怕我们会假创意之名犯下一切过失。12、在购买时，你可以用任何语言；但在销售时，你必须使用购买者的语言。13、He who seize the right moment, is the right man.谁把握机遇，谁就心想事成。14、市场营销观念：目标市场，顾客需求，协调市场营销，通过满足消费者需求来创造利润。15、我就像一个厨师，喜欢品尝食物。如果不好吃，我就不要它。16、我总是站在顾客的角度看待即将推出的产品或服务，因为我就是顾客。17、利人为利已的根基，市场营销上老是为自己着想，而不顾及到他人，他人也不会顾及你。Marketing Applications of Classical ConditioningRepetitionStimulus Generalization 刺激類化family brandingproduct line extensionslicensinglook-alike packaging2002/04/17Instrumental ConditioningAlso known as “Operant Conditioning” 操作制約4 types of learning outcomes: positive reinforcement, negative reinforcement, punishment, extinction2002/04/17Four Types of Learning Outcomes2002/04/17Reinforcement SchedulesTotal Reinforcement (continuous reinforcement)Partial ReinforcementSystematic Reinforcementfixed-interval 固定間隔增強fixed-ratio 固定比率（次數）增強Random Reinforcementvariable-intervalvariable-ratio2002/04/17Vicarious LearningAlso known as “observational learning” or “modeling”individuals learn behavior by observing the behavior of others and