清华MBA系列课件：消费行为学—Lec3

Comparison between High and Low Involvement
Low Involvement
High Involvement
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Limited A few sources
Extended Many sources
Passive, unintentional, at random Active, intentional
2. Music Draws the Line
3. Marlboro Cowboy
Low Involvement Purchases
• Krugman’s Theory of Passive Learning
– A theory used to explain why television advertising produced high levels of brand recall yet little change in attitudes toward brands.
Food (S2)
UCS
Salivation (R2)
UCR
… …
Time 2n
Tuning Fork (S1)
CS
Salivation (R2)
CR
• Conditions for classical conditioning
– CS precedence – Repetition – Contiguity – UCS is attractive
Conviction; Action
For Low-Involvement Purchases
Think
Awareness
Do
Purchase
Feel
Liking; Preference
• Sherif’s Social Judgment Theory
Latitude of Rejection Latitude of Acceptance
1 or 2 key criteria
Many criteria
Price and brand awareness
Other product features
At the point-of-purchase Evaluation Acceptable solution
Outside point-of-purchase Optimal solution
– Learning as a result of vicarious, rather than direct, experience.
• The role of memory in learning
– Stages of memory – Memory systems
• Activation models of memory
Decrease the probability of R to S
Cognitive Learning Theory
• Learning based on mental information processing, often in response to problem solving
• Observational learning
Consumer Behavior Buying, Having, and Being
Michael R. Solomon
Lecture 3
Low Involvement Purchases
Case
From Pavlov’s Tuning Fork to Marlboro Cowboy
1. The Tune Fork and the Dog
Latitude of Rejection Latitude of Acceptance
• Elaboration Likelihood Model
– High involvement – central processing – Low involvement – peripheral processing
• Applications:
– Stimulus generalization – Stimulus discrimination
Instrumental Conditioning
Reinforcement
S
R
Punishment
Increase the probability of R to S
Liking after trial
Liking before trial
Little reference group influence Substantial reference group influence
Personality&lifestyle irrelevant Personality&lifestyle relevant
Behaviorism School
Classical Conditioning (The Pavlov’s Experiment)
Time 1 Time 2
wenku.baidu.com
Tuning Fork (S1)
Auditory Responses (R1)
Food (S2) Tuning Fork (S1)
Salivation (R2) Auditory Responses (R1)
Learning Theory
• In a marketing context, learning is the effect of purchase and consumptionrelated experience on subsequent behavior.
• Two schools of learning theories: – Behaviorism school – Cognitive school
– Associative networks
– Uninvolved consumers:
• Repetitive advertising • Information catcher • Buy first
Hierarchy of Effects Model
Think
Feel
Do
Awareness; Knowledge
Liking; Preference