Section 1 Consumer's Learning

First, the significance of learning

Learning: refers to the constant change of behavior or behavior potential caused by experience.

That is to say, in the process of interaction with the environment, we can not only preserve past experiences, but also use these experiences to change or adjust our behavior, that is, to learn.

Consumer's learning: the process in which consumers acquire knowledge, experience and skills in the process of purchasing and using goods, and through accumulating experience and mastering knowledge, they constantly improve their own abilities and improve their own purchasing behavior.

(1) Learning is an intermediate variable, which is between experience and behavior.

(2) Learning is a process.

(3) Learning will eventually lead to changes in behavior.

Second, the role of consumer learning

It's never too old to learn.

1. Accumulate experience

If you buy fake goods on the street, you will go to a shopping mall in the future. Women are praised for using a certain brand of cosmetics, and then they have a preference for that brand of cosmetics.

Access to information

Women get information about fitness products through advertisements to keep healthy. Students learn English by using a repeater through their classmates. Children want snacks to pass through beautiful packaging.

Step 3 promote contacts

For example, cigarettes are associated with lighters, stereos are associated with CDs, bread is associated with hunger, and drinks are associated with quenching thirst.

4. Promote thinking and decision-making

For example, wage earners should consider the price, fuel consumption, parking space rent, safety and so on.

Third, the basic theory of learning and its application

1. Behavior learning theory

Learning is the result of external events, that is, learning is an automatic response to stimuli, emphasizing the observability of behavior.

Classical conditioned reflex theory and its application.

Russia, physiologist, Ivan Pavlov, studies dogs.

Every time you ring the doorbell, give the dog food, repeat it many times, and then ring the doorbell, the dog will think of feeding time and secrete saliva. This is a conditioned reflex.

Principle: Classical conditioned reflex occurs when a stimulus that causes a response (that is, conditioned stimulus) and another stimulus that cannot cause a response (unconditional stimulus) appear at the same time.

Features: Unconscious reaction.

Main arguments of classical conditioned reflex theory and its application;

① Generalization of stimulus

When a stimulus close to the existing stimulus exists, it can cause the same reaction and produce the same phenomenon.

Pavlov's research on dogs shows that dogs will be stimulated to secrete saliva when they hear the sound similar to the ringtone of mobile phones.

After the products of a certain brand occupy a certain market, operators launch a series of products. For example, Philips in the Netherlands has always used "Philips" as its product name, and achieved success through its popularity and reliability.

Consumers are interested in an unused product, mainly because this product has many similarities with products with high satisfaction. ..

② Discrimination of stimulus

When the stimulus similar to conditioned stimulus is not accompanied by conditioned stimulus, the response will gradually weaken until it disappears.

If counterfeit brand-name goods survive with the help of brand-name effect, if brand-name manufacturers can effectively carry out anti-counterfeiting work and let consumers master the experience of distinguishing authenticity, counterfeit goods will gradually withdraw from the market.

③ the fading of the effect.

When conditioned stimulus and unconditioned stimulus are only occasionally put together, the effect of conditioned reflex will gradually weaken or even disappear, and the result of lack of association will eventually disappear.

If a new product goes on the market with the help of a well-known brand of an old product, it will initially attract attention. However, if the operators stop sending out stimulus signals about old products, the promotion of well-known brands to new products listed on the backdoor will be weakened.

(2) Instrument conditioning theory and its application.

American, psychologist, B.F. Skinner, mouse experiment.

Rats can only eat food if they touch the lever. Repeatedly, the mouse will automatically touch the lever to get food.

Principle: Under certain stimulus conditions, individuals respond spontaneously and actively, and establish a relationship with a stimulus through the increase of reaction intensity.

Characteristics: conscious response. Avoid a "punishment" for a "reward".

Applied to personal behavior: refers to individuals learning to do behaviors that can produce positive results and avoid negative results.

① Regular reinforcement

Such as seasonal price reduction or regular clearance in large shopping malls.

(2) strengthen the change interval

For example, free commodity supply activities are randomly conducted in supermarkets at some time every day.

③ Strengthen the fixed ratio.

In a certain period of time, if you buy a certain amount in a shopping mall, you can become a member of the mall and enjoy certain discounts or gifts and shopping vouchers.

(4) strengthen the change rate.

Lottery buyers have a lot of psychology, that is, they know that their behavior will be strengthened after reaching a certain number of responses, but they don't know how many such responses are, so they will continue to respond with high frequency and stability with a constant expectation.

2. Cognitive learning theory

People think that learning is a conscious process. It is emphasized that learning is the result of thinking process, and people can use their creativity and insight to adapt to their environment.

Observational learning: the ability of consumers to learn knowledge and gain experience indirectly by observing how other people's behaviors are strengthened. If consumers are rewarded for seeing others do something, they will do the same.

Observe the elements of learning behavior.

be careful/cautious

Consumer concern behavior model

reserve

Consumers store their behaviors in memory.

Formation process

Consumers have the ability to execute behaviors.

motive

The stimulus generated in behavior is beneficial to consumers.

Learn from observation

Consumers learn and perform behaviors that have been proved by models.

Fourth, the influence of learning on consumer behavior.

1. Learning has increased consumers' commodity knowledge, enriched the shopping experience and made better purchase decisions for shoppers.

2. Learning improves consumers' shopping ability and accelerates the formation of buying activities.

3. Learning helps consumers to form a correct shopping concept, quickly accept new products and become loyal customers of a certain product.

The memory of consumers in the second quarter

First, the significance and role of memory

Memory: It is the reflection of the human brain on past experiences.

Second, the psychological process of consumer memory

1. Memory

The process of knowing and remembering the past.

keep

The process of consolidating the knowledge and experience that has been memorized, and further processing and storing the things stored in the brain to keep them in the brain for a long time, that is, the process of information storage and continuous coding.

remember

Also called reappearance and reappearance, it is a process that what was reflected in the past can now be reflected in the brain, although it is not in front of us. From the perspective of information theory, it is also a process of outputting information.

Step 4 know

Also known as recognition, it is the process of recognizing and confirming what you have experienced when things you have perceived or experienced in the past reappear in front of you.

Third, the types of consumer memory.

1. by content

(1) image memory

It is a memory with perceived consumers as its content.

(2) Logical memory

It is based on the memory of the meaning, nature and content of abstract things.

(3) Emotional memory

It is based on the memory of some experienced emotions and emotions.

(4) Motor memory

It is based on the exercise or the memory of the exercise that has been done.

2. According to the retention time or memory stage.

(1) sensory memory

(2) Short-term memory

(3) Long-term memory

Three kinds of memory related tables

Memory type

Sensory memory

be careful/cautious

Information is transferred from here to short-term memory.

short-term memory

look at carefully

Information is transferred from here to long-term memory.

long term memory

meaning

Temporary storage of sensory information

Correct use of short-term storage of information

Relatively permanent information storage

competence

high

limited

Infinite; unbordered

period

Less than 1 sec (visual)

Less than 20 seconds

Long term or permanent

Fourth, consumers' memory and forgetting.

Forgetting: what is remembered can no longer be recognized or recalled or shows wrong recognition or recall.

Influencing factors:

Subjective factors: one's own physiological characteristics

Objective factors:

(1) The degree of memory depends on the learning level of consumers.

(2) The degree of memory depends on the degree to which information attracts consumers' attention and interest.

(3) The degree of memory depends on the intensity of stimulation to consumers.

(4) The degree of memory depends on the sequential position of information.

Section 3 Consumer's Attention

First, the concept and characteristics of attention

It is the direction and concentration of people's psychological activities to some external things, not an independent psychological process, but a psychology that coexists with people's psychological processes such as feeling, perception and memory.

Features:

(1) directionality: It shows that human cognitive activities are selective.

(2) Concentration: It means that after people selectively point to certain things in their psychological activities, they can exclude other factors and concentrate all their energy on the object of attention.

Second, the role and significance of attention

1. Attention function

(1) selection function

(2) Maintenance function

(3) Adjustment and supervision functions

2. The significance of concern

Attention can make people have a clear understanding and reflection of objective things, maintain various psychological processes and deepen the direction of psychological activities.

Third, the classification of consumers' attention

1. seems to pay attention and seems not to pay attention

(1) Consumers seem to pay attention to one thing, but in fact, their inner psychological activities are concentrated on another thing.

(2) Seemingly inattentive: consumers seem to be inattentive to something, but actually pay attention to their psychological activities.

2. External attention and internal attention

(1) External attention: refers to people's attention to objects existing outside.

(2) Internal attention: refers to people's attention to their own feelings, thinking and experience.

3. Unintentional attention and intentional attention

(1) Unintentional attention: also called involuntary attention or passive attention. It refers to the attention that occurs naturally without any purpose in advance and without any will.

(2) Intentional attention: also called unintentional attention or active attention. It refers to conscious attention that has a predetermined purpose and needs to be produced through certain will efforts.

Fourth, pay attention to the role in marketing activities.

1. The packaging design of commodities should highlight the image and attract consumers' attention.

2. Retail commercial enterprises use diversification to adjust consumers' attention shift when shopping.

The success of commodity advertisement depends on whether it can attract consumers' attention.

(1) Increase the stimulus.

(2) Increase the contrast between stimuli

(3) increasing the infectivity of irritants

④ Try to stimulate new members of the opposite sex.

(5) Concentrate and something appears repeatedly.

The fourth quarter consumer attitude

First, the concept and composition of attitude

Attitude is the cognitive system, emotional response and behavioral tendency of individuals to treat people, things and ideas in a specific way.

Consumer attitude refers to the psychological reaction of consumers to goods or services when they buy and use goods.

Under certain stimulation, people's attitude consists of the following elements:

1. Cognition

It is the perceptual component of attitude, and it is the impression of personal consciousness, knowledge and belief on the object of attitude, which is what we call impression. It is the intentional thinking part of attitude and the cornerstone of consumer attitude.

2. Emotion

It is the evaluation component of attitude, the feeling of emotion and likes and dislikes, that is, the emotional experience of objective things on the basis of cognitive factors, the core of attitude and the driving force of consumer attitude.

3. Behavior tendency

That is, behavioral intention is an intention to respond to the object of attitude, not a real behavior, but a state of readiness before taking action.

Second, the essential characteristics of consumer attitudes

1. erudite (social)

The attitude of consumers is not innate, but acquired environment.

2. Objectivity

Attitude is always directed at an object or attitude or concept.

3. Persistence (stability)

Attitude is gradually accumulated in social practice and will last for a period of time.

4. Value

Mainly reflects the meaning and value of commodities or commodities to people.

5. Intrinsic

Attitude is not behavior, but behavior preference, which can't be observed directly and can only be guessed from words.

6. Difference

The complexity of attitude and the influence and restriction of many factors make consumers' attitudes significantly different.

7. Adjustment (coordination)

Able to adapt to new environment or difficult situation. It is not suitable for cosmetics at first, and the attitude of consumers may change due to fashion trends. )

Third, the role of consumer attitudes.

1. Compliance function (guidance function)

Refers to the function that can help consumers meet a certain demand.

2. Recognition function (knowledge function)

Refers to the function of helping consumers understand and know the outside world and providing information for a certain purchase decision.

3. Value expression function

Attitude can reflect the value scale of consumers and is the driving force for consumers to express themselves.

4. Self-protection function

Refers to consumers' tendency to avoid a state or power that is inconsistent with themselves or their consumption intentions.

Fourth, the formation process and influencing factors of attitude

1. Attitude is formed by processing and judging after receiving information from various things.

2. Consumer's consumption demand and desire are important factors that affect their attitude.

3. The class, culture and family of consumers influence the formation of attitudes. Japanese like to eat sashimi, but Europeans and Americans don't. )

4. Consumers' experience affects the formation of consumption attitude.

Fifth, the types of consumer attitudes.

1. Complete belief type

Refers to the consumer's completely positive attitude towards the characteristics of the goods to be purchased.

2. Some belief types

Refers to consumer goods that arouse consumers' interest and goodwill, but they are not entirely positive.

3. don't believe it.

Refers to the consumer's completely negative attitude towards goods.

Sixth, the change of consumer attitudes.

1. Ways to change consumers' attitudes

2. Conditions for changing consumers' attitudes

(1) Try to choose the information disseminator or information transmission channel that consumers trust to transmit information, so that consumers can form a positive attitude towards commodities on the basis of accepting reliable information and combining their own existing experience, knowledge and expectations.

(2) According to the content of information, consumers' characteristics and situational conditions, choose appropriate media to give full play to the best persuasion effect of various media on consumers.

(3) According to the difference between the recipient's ability and the consumer's ability to accept information, formulate appropriate information content and delivery methods.

(4) Indirectly change consumers' attitudes by using the role of consumers' individuals and groups.

(5) Provide necessary conditions or ways for consumers to experience and understand the goods personally, and urge consumers to have a positive attitude towards the goods.