文档介绍:OverviewWhatisLearning?BehavioralLearningTheories行為學習VicariousLearning代理學習CognitiveLearningTheory認知學習TheRoleofMemoryinLearning2002/04/17*ch08WhatIsLearning?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LearningTheoriesbehaviorallearningemphasizetheresponsestoexternaleventscognitivelearningstresstheimportanceofinternalmentalprocesses2002/04/17*ch08TheConsumerAsa“BlackBox”:ABehavioristPerspectiveonLearning2002/04/17*ch08BehavioralLearningTheoriesClassicalConditioning古典制約InstrumentalConditioning工具制約2002/04/17*ch08ClassicalConditioningTheunconditionedstimulus(US;UCS)evokesanunconditionedresponse(UR;UCR)Theunconditionedresponsecanbetransferredtoaconditionedstimulus(CS)throughclassicalconditioningSincethisresponsearisesfromtheconditioningitiscalledtheconditionedresponse(CR)2002/04/17*ch08ClassicalConditioning2002/04/17*ch08MarketingApplicationsofClassicalConditioningRepetitionStimulusGeneralization刺激類化familybrandingproductlineextensionslicensinglook-alikepackaging2002/04/17*ch08InstrumentalConditioningAlsoknownas“OperantConditioning”es:positivereinforcement,negativereinforcement,punishment,extinction2002/04/17*es2002/04/17*ch08ReinforcementSchedulesTotalReinforcement(continuousreinforcement)PartialReinforcementSystematicReinforcementfixed-interval固定間隔增強fixed-ratio固定比率(次數)增強RandomReinforcementvariable-intervalvariable-ratio2002/04/17*ch08