For example, the content of the advertisement is too exaggerated (the golden waste, but it has become a classic material of ghosts and animals). (2) Instrumental conditioning Instrumental conditioning thinks that the response is deliberate to achieve a purpose , and in this process, there is an intermediate step called reward shaping (sharping, including reward and punishment). There are usually three types: Positive reinforcement (using XX brings positive results) : It is easier to remember stars and learn foreign languages; successful men use 8848... Negative reinforcement (using XX to avoid negative results) : After eating a Snickers bar,
you will not lose the chain on the court and be laughed at by others as hungry goods; Punishment (useless XX leads to negative results) : The protagonist in the shampoo advertisement, useless and right product, has dandruff on his shoulders, is text message service particularly embarrassing in the elevator/acquaintance/public. In fact, we pay more attention to the advertisements around us every day, and we can find many such examples. For example, almost all mobile games have a daily check-in system, which is indeed a very effective way to attract retention. 1.2 Cognitive Learning Theory Different from behavioral-attentional learning theory, cognitive learning theory emphasizes the importance of internal mental processes. It believes that people are problem solvers and will actively use surrounding information to grasp the environment. Although conditioned reflex exists, people produce a series of
mental activities (observational learning) after receiving a stimulus, and then actively respond. Contains a process like this: On the Physiological and Psychological Basis of Brands Therefore, there is also a saying, " Marketing doesn't have to really reward and punish consumers for their purchase behavior, just tell them what happened to their ideal role models. " This is actually one of the theoretical foundations for advertising celebrity endorsements. But I was puzzled before why I asked for celebrity endorsements. This seems to be thankless: first of all, endorsements are expensive. If it is just to increase product exposure, companies that can pay endorsement fees will also have a certain reputation. And there is also the risk of a scandal affecting the brand image of the star.