联想学习对消费行为的影响：基于产品搜索经验的视角

消费者能够基于长期形成的联结产生预期并引导产品搜索。然而, 在实际搜索过程中, 消费者可能会遭遇符合预期的经验或违反预期的经验。本研究主要探讨基于不同产品搜索经验的联想学习影响消费行为的机制, 主要涉及(1)消费者是否会基于产品搜索经验的联想学习产生“违反预期”的预期, 并且影响随后搜索中的注意加工; (2)违反预期和符合预期的产品搜索经验对任务无关信息的联想学习所产生的影响, 同时关注先前短期的联想学习能否建立预期从而引导随后的产品注意搜索过程; (3)基于产品搜索经验的联想学习对产品偏好的影响, 并将行为偏好和大脑奖赏进行联系。本研究有助于阐明消费情境中产品搜索对消费者行为和大脑的影响机制, 为营销应用中通过改变消费体验、促进产品购买提供实证依据。

Influence of associative learning on consumer behavior: From the perspective of product search experience

Previous research has shown that consumers can generate daily expectations based on long-term associations that they form over time, which can guide their searches for certain products. Notably, in their actual search process, consumers may encounter experiences that meet or violate their expectations. Therefore, in light of this phenomenon, this article explore the mechanism of associative learning based on different product search experiences influences consuming behaviors in the following three aspects: First, we determine whether consumers generate expectations concerning expectation violation based on the associative learning that is generated by product search experiences and whether such expectations have an impact on subsequent product searches and relevant psychophysiological activities. Second, we examine the effects of product search experiences that violate or meet expectations on the associative learning of task-irrelevant information while focusing on whether prior short-term associative learning can establish expectations that guide subsequent product searches. Finally, we also study the influence of associative learning due to product search experiences on consumer preference and connect this influence with the brain reward system.