MKTG6007

• 先把最关键的现实说清楚：你这门 MKTG6007（Consumer Behaviour）“没有期末考试 / 没有 final exam”，所以你现在要冲的“final”，本质上是期末大作业/持续性评估的截止与提交（CCBC、Group report+oral、LookBook、Quiz 等），而不是考场卷面题。[4]Source: asksia-bible-mktg6007-bilingual.pdfMKTG6007 完全以应用型与持续性作业评估 -- 没有期末考试。每项任务都以不同的形态问同一件事:拿一个 consumer behaviour 模型,展示它在一个真实消费者、品牌或你自己的习惯中如何运作。懂理论只是入场券;分数在于应用。 0 EXAMS 考试 30% CCBC (BIGGEST) CCBC (占比最大) 45% GROUP WORK 小组作业 100% APPLIED 应用导向 The five graded pieces 五项计分作业 Task Weight Mode Changing Consumer Behaviour 30% Individual Challenge - self-experiment Group Written Assignment 25% Group Group Oral Presentation 20% Group LookBook portfolio (post+reply+doc) 18% Individual Out-of-Class Quiz 5% Individual Business Research Component 2% Individual[5]Source: asksia-bible-mktg6007-bilingual.pdf! Greenwashing - the ethical dark side 漂绿 -- 伦理上的阴暗面 A green claim without substance is just illusory-truth and peripheral-cue marketing in a leaf-coloured logo. Ethical consumers (and regulators) increasingly counter-argue and source-derogate - so an unsupported CSR claim damages credibility worse than no claim at all. The fix is verifiable, central-route evidence, not a recycled-looking package. 一句没有实质的绿色声明,不过是套着叶绿色标志的 错觉性真相与外围线索营销。伦理消费者(以及监管 者)越来越多地予以反驳并贬损信源 -- 因此一句缺 乏支撑的 CSR 声明,比根本不声明更损害可信度。对 策是可验证的、走中心路径的证据,而非一个看起来 很环保的包装。 § The attitude-behaviour gap is the ethical-consumption story 态度一行为差距正是伦理消费的故事 Most consumers say they value sustainability (favourable attitude) but don't always buy it (behaviour) - the classic TORA/TOPB intention-action gap. It closes when the green option is accessible, low-friction, normatively supported and specific (default-green energy, visible recycling, social proof). Design the opportunity, not just the attitude - pure MAO logic. 多数消费者说自己看重可持续性(有利的态度),却并不总是为它买单(行为) -- 典型的 TORA/TOPB 意图一行动差 距。当绿色选项变得可及、低摩擦、获规范支持且具体(默认绿色能源、可见的回收、社会认同)时,这道差距便会闭 合。设计机会,而不只是态度 -- 纯属 MAO 逻辑。 ✓ How to write ethics into an assessment 如何把伦理写进作业里 Don't bolt "ethics" on at the end. For any influence tactic you recommend, add a one-line ethical check: who could this harm, does it exploit low-MAO or a hidden process, is the claim verifiable? That single move signals critical, postgrad-level CB thinking and directly serves LO7 (reflect critically on consumption). 别把“伦理”在最后才硬加上去。对你推荐的任何一种影响战术,都加上一行伦理检查:这可能伤害谁、它是否利用了低 MAO 或某个隐蔽过程、那个声明是否可验证?这一个动作本身就标示出批判性的、研究生层次的 CB思维,并直接服务 于 LO7(对消费进行批判性反思)。 MKTG6007 . Consumer Behaviour APPLIED . OVERVIEW - APPLIED . ASSESSMENT THE APPLIED SIGNATURE Applying CB theory - the whole game 运用 CB 理论 -- 完整的全局 No exam. Every mark rewards CB theory pinned to a real consumer 没有考试。每一分都奖励钉在真实消费者身上的 CB 理论 TL;DR. MKTG6007 has no exam - it is assessed entirely by applied work. The skill being graded is the same one every page: take a CB theory (motivation, learning, attitudes, decision, post-purchase, social, self) and pin it precisely to a real consumer or behaviour, with evidence. This chapter shows the move for the two heavyweight tasks - the 30% Changing Consumer Behaviour Challenge and the 25%+20% group report & oral. 太长不看。MKTG6007 没有考试 -- 它完全通过应用性作业来评估。被评分的技能与每一页所讲的相同:取一条 CB 理论 (动机、学习、态度、决策、购后、社会、自我),凭借证据将其精确地落到一个真实的消费者或行为上。本章针对两项重头 任务展示这一动作 -- 占 30% 的改变消费者行为挑战(CCBC),以及占25%+20% 的小组报告与口头展示。 - - 30% CCBC . SELF-EXPERIMENT CCBC · 自我实验 25% GROUP WRITTEN REPORT 小组书面报告 20% GROUP ORAL PRESENTATION 小组口头展示 18% LOOKBOOK PORTFOLIO LookBook 作品集 i The assessment map (paraphrased; no exam) 评估地图(改写表述;无考试) LookBook 18% (reflective portfolio, individual) . Out-of-Class Quiz 5% . Group Written Assignment 25% . Group Oral 20% · Changing Consumer Behaviour Challenge (CCBC) 30% · Business Research Component 2%. Detailed briefs live behind Canvas - everything here is paraphrased guidance, not the official brief. LookBook 18% (反思性作品集,个人)· 课外测验 5% · 小组书面作业 25% · 小组口头展示 20% · 改变消费者行为 挑战(CCBC) 30% · 商业研究环节 2%。详细的任务说明在 Canvas 后台 -- 这里的一切都是转述性的指引,而非官 方任务说明。[2]Source: asksia-bible-mktg6007-bilingual.pdf这不是讲座模块的逐字记录。它是对 MKTG6007 所考的 consumer behaviour 理论的一份紧凑、自足的梳理 -- 每个概念都 从第一性原理出发定义,锚定到一个真实品牌上,再直指它能帮你写好的那项任务。因为这门课没有考试,光知道一个模型只 完成了一半的工作:分数来自把它应用到一个真实消费者身上。 A 1 . LEARN 1·学习 You haven't done the module yet. Read a chapter top to bottom. Each concept opens with a plain-English definition, the theory behind it and a real brand example, so you can learn it cold before the workshop where it gets applied. 你还没学过这个模块。把一章从 头读到尾。每个概念都以通俗英 文的定义、其背后的理论以及一 个真实品牌例子开篇,让你能在 被用于应用的工作坊之前先把它 扎实学会。 B 2 . SPOT 2 · 发现 You're hunting LookBook material. Use the "apply it" box in every section as a lens: walk a supermarket, a feed, a billboard, and tag what you see to the model. That tagging is the LookBook. 你在搜集 LookBook 素材。把每 节里的“动手应用”框当作一面透 镜:逛一趟超市、刷一遍信息 流、看一块广告牌,把你所见到 的标注到模型上。那种标注本身 就是 LookBook。 C 3 . WRITE 3 ·撰写 You're drafting the report, oral or CCBC. Each chapter ends by naming the theory you can cite and the move that earns marks - diagnose the behaviour, name the mechanism, back it with evidence. 你在起草报告、口头展示或 CCBC。每章结尾都会点明你可 以引用的理论,以及能得分的动 作 -- 诊断行为、命名机制、用 证据加以佐证。 i The two-layer rule this book follows 本书遵循的双层规则 Standard CB theory and named models (MAO, EAPC, classical & operant conditioning, the encoding-storage- retrieval model, Weber's Law) are stated plainly - they are textbook material from Hoyer, MacInnis & Pieters, Consumer Behavior 8e. The unit's own framing and brand examples are paraphrased, never quoted from slides. Nothing here is invented; where the course only names a topic, this book says so. 标准 CB 理论与命名模型(MAO、EAPC、经典与操作性条件反射、编码一存储一提取模型、韦伯定律)都被平实地陈 述 -- 它们出自教材 Hoyer、Macinnis 与 Pieters,《Consumer Behavior》第8版。本单元自身的框定与品牌例子均 为转述,绝不引用幻灯片原文。这里没有任何杜撰;凡课程仅提及某主题之处,本书都会注明。 MKTG6007 . Consumer Behaviour ✓ Keep one consumer in view 始终盯住一个消费者 The fastest way to use this book is to pick one real behaviour now - ideally your own CCBC behaviour (the habit you'll try to change) - and read every model asking "how does this explain me doing this?" Theory sticks when it has a person attached. 使用本书最快的方法,是现在就选定一种真实行为 -- 最好是你自己的CCBC 行为(你将尝试改变的那个习惯) ––并 带着“这条模型如何解释我做这件事?”的问题去读每一个模型。理论一旦挂上一个人,就记得住。 MKTG6007 . Consumer Behaviour THE BLUEPRINT - THE ASSESSMENT BLUEPRINT 100% CONTINUOUS No exam - every mark is applied 没有考试 -- 每一分都靠应用拿到 Five tasks, each rewarding theory connected to a real consumer 五项任务,每一项都奖励与真实消费者相连的理论 MKTG6007 is assessed entirely by applied and continuous work - there is no final exam. Every task asks the same thing in a different shape: take a consumer-behaviour model and show it operating in a real consumer, brand or your own habit. Knowing the theory is the entry ticket; the grade is in the application.
• 因此你的复习重点不是“背公式”，而是把每个模型变成可拿分的应用套路：理论 → 机制 → 证据 → 干预/诊断 → 批判反思（含伦理）。下面我按“得分逻辑—任务拆解—必背定义&模型—高频陷阱—冲刺清单”给你一份可直接照做的复习地图。[8]Source: asksia-bible-mktg6007-bilingual.pdfA. 1 The one move behind every task A. 1 藏在每项任务背后的那一个动作 Whatever the task, the marker is checking the same loop. Internalise it and you can run it on a habit, a brand or a campaign with the nouns swapped. 无论是哪项任务,评分者检查的都是同一个循环。把它内化,你就能把名词一换,便将其套用到一种习惯、一个品牌或一场营 销活动上。 1 Observe a real consumer phenomenon. A behaviour you (or a market) actually do - concrete, specific, evidenced. Not "consumers like value. " 观察一个真实的消费者现象。一个你(或某个市场)确实在做的行为 -- 具体、明确、有证据。不要“消费者喜欢实惠”这种说 法。 2 Name the CB theory that explains it. The precise construct: not "psychology," but operant reinforcement, peripheral-route attitude, non-compensatory lexicographic rule, post-decision dissonance. MKTG6007 . Consumer Behaviour 命名解释它的CB理论。那个精确的构念:不是“心理学”,而是操作性强化、外围路径态度、非补偿性字典式规则、决策后 失调。 3 Map theory - evidence. Show the mechanism in the data: the cue that triggered it, the reinforcement that sustained it, the attribute that decided it. 把理论映射到证据。在数据中展示机制:触发它的线索、维系它的强化、决定它的属性。 4 Diagnose or intervene. Use the theory to explain why (report) or to design a change (CCBC) - then predict and test the outcome. 诊断或干预。用理论解释为何(报告),或设计一项改变(CCBC) -- 然后预测并检验结果。 5 Reflect critically. What worked, what the theory missed, the ethical read. This is the postgrad layer that separates a credit from a distinction. 批判性反思。什么起了作用、理论遗漏了什么、伦理上的解读。这是把及格与优等区分开来的研究生层次。 ✓ "Apply" means mechanism, not name-drop 「应用」意味着讲清机制,而不是堆名词 Naming a theory earns almost nothing. Marks come from showing the mechanism operating in your specific case: not "this is classical conditioning," but "the jingle (CS) had been paired with the reward of the snack (US) so often that hearing it alone triggered my craving (CR) at 3pm. " 命名一条理论几乎得不到分。分数来自展示机制在你 的具体案例中运作:不是“这是经典条件反射”,而是 “那段叮当声(CS)与零食的奖励(US)配对得太频 繁,以至于到下午 3点光是听到它就触发了我的渴望 (CR)”。 ! The two killers: vague theory & no evidence 两大致命伤:理论含糊、缺乏证据 Most lost marks are one of two failures: (1) theory too loose - 'motivation' instead of 'low-perceived- relevance, low-MAO processing'; (2) assertion without evidence - a claim about a consumer with nothing observed to back it. Tie every theory to a datum. 大多数丢分都是两种失败之一:(1)理论太松 -- 用 “动机”代替“低感知相关性、低MAO 加工”;(2)断言 而无证据 -- 一个关于某消费者的论断,却没有任何 观察来支撑。把每条理论都系在一个数据点上。 MKTG6007 . Consumer Behaviour APPLIED . CCBC PLAN - APPLIED . CCBC (30%) CCBC . INDIVIDUAL . 30% The Changing Consumer Behaviour Challenge Changing Consumer Behaviour Challenge[1]Source: asksia-bible-mktg6007-bilingual.pdfWeights total 100% with the 2% research component. The LookBook splits into a 1. 5% post, a 1. 5% reply and a 15% document; the quiz is open-book, 30 MCQ/true-false in the Week 6 slot. 各项权重连同2% 的研究环节合计 100%。LookBook 拆成 一篇1. 5% 的帖子、一条1. 5% 的回复和一份 15% 的文 档;测验为开卷,30道 MCQ/判断题,安排在第6周的时 段。 What each task actually wants 每项任务到底要什么 Task The win LookBook Tag everyday stimuli to concepts - a reflective scrapbook Quiz Recall & understand the psychological principles Group Diagnose a real consumer problem, design a solution report Group oral Communicate that diagnosis & solution clearly CCBC Change your own behaviour, explain it via CB theory MKTG6007 . Consumer Behaviour ★ The one move that runs through everything 贯穿一切的那一个动作 Whatever the task: (1) name the consumer behaviour precisely, (2) name the CB mechanism that explains it (cite the model - MAO, habituation, operant reinforcement, serial position . . . ), (3) back it with concrete evidence (the artefact, the data, your own log). Description earns little; theory-to-evidence earns the marks. 无论哪项任务:(1)精确命名该消费者行为,(2)命名 解释它的 CB机制(引用模型 -- MAO、习惯化、操 作性强化、序列位置 . . . . . . ),(3)用具体证据加以佐证 (实物、数据、你自己的记录)。描述得分甚微;从理 论到证据才能得分。 ! The trap of pure description 纯描述的陷阱 Across every task, the most common way to lose marks is to describe a campaign or a habit without explaining it with theory - or to name a theory without showing it in the evidence. "This ad is colourful and fun" is description. "This ad uses peripheral cues to build a low-effort affective attitude via mere exposure" is analysis. This book is built to get you to the second sentence. 在每一项任务中,最常见的丢分方式是描述一场营销活动或一个习惯,却不用理论去解释它 -- 或者命名了一条理论, 却不在证据中展示它。“这则广告色彩斑斓、好玩有趣”是描述。“这则广告通过外围线索,借助纯粹曝光来建立一种低卷 入度的情感态度”才是分析。本书的构建目的,就是把你带到第二句话。 MKTG6007 . Consumer Behaviour CONTENTS CONTENTS The unit, mapped to your assignments 这门课,对应到你的作业上[14]Source: asksia-bible-mktg6007-bilingual.pdfNames what theory missed + the ethical read § Evidence hierarchy 证据的层级 Rank your support: measured/observed data (your log, real campaign metrics) > documented example (a real brand action) > cited literature > plausible assertion. Push every claim as far up this ladder as you can; the top two tiers are where distinctions are won. 给你的支撑材料排序:实测/观察数据(你的记录、真 实的营销活动指标)>有据可查的例子(一个真实的 品牌举措)>有引用的文献>合理的断言。把每个论断 尽可能往这架阶梯上推;高下之分就赢在最上面那两 层。 ★ The distinction checklist 区分各概念的核对清单 Before you submit, check each: (1) Is the theory precise, not generic? (2) Is every claim tied to evidence? (3) Does it show the mechanism, not just the name? (4) Is there a critical / ethical reflection? (5) Is it APA 7 and readable? Five yeses = distinction- shaped. 提交之前,逐项检查:(1)理论是否精确、而非泛泛? (2)每个论断是否都系于证据?(3)它是否展示了机 制、而不仅是名称?(4)是否有批判性/伦理性反思? (5)是否符合 APA 7 且可读?五个“是”=具备优等论 文的样子。 MKTG6007 . Consumer Behaviour GLOSSARY . 1/2 REFERENCE . GLOSSARY EN / 中文 · 1 OF 2 Bilingual glossary of consumer behaviour consumer behaviour 双语术语表 English term . X . one-line definition - grouped by theme 英文术语 · 中文 · 一行定义 -- 按主题分组 How to use. Roughly 50 core MKTG6007 terms, each with a Chinese gloss and a one-line definition. Grouped by the unit's themes so you can revise a cluster at a time. This is the one place Chinese appears - everywhere else the bible stays English to match assessment language. 使用方法。约50个MKTG6007 核心术语,每个配一条中文释义和一句话定义。按本单元主题分组,便于你一次复习一簇。 这是全书唯一出现中文的地方 -- 其余各处该 bible 都保持英文,以匹配评估所用的语言。 Term 中文 One-line meaning Foundations – 基础 Consumer behaviour 消费者行为 Totality of decisions about consuming an offering, by units, over time Acquisition / usage / disposition 获取/ 使用 / 处置 The three phases of consumption - buying, using, getting rid of Offering 供给物 What is consumed: product, service, activity, experience, person or idea

• 0）这门课到底在考什么：一句话“评分核心”

• 贯穿所有作业的唯一动作（The one move）：
  • 1）精确命名一个消费者行为/现象（具体、可观察、可衡量）
  • 2）精确命名解释它的 CB 理论/构念（不是“心理学”，而是 operant reinforcement / MAO / serial-position 等）
  • 3）把理论映射到证据（广告/包装/数据/你的 log：线索、强化物、决定属性等）
  • 4）诊断或干预（解释为什么会这样；或设计如何改变）
  • 5）批判性反思 + 伦理检查（理论遗漏了什么、可能伤害谁、是否可验证等）
  • 记住：描述几乎不值钱；“理论→证据”才是分数。[1]Source: asksia-bible-mktg6007-bilingual.pdfWeights total 100% with the 2% research component. The LookBook splits into a 1. 5% post, a 1. 5% reply and a 15% document; the quiz is open-book, 30 MCQ/true-false in the Week 6 slot. 各项权重连同2% 的研究环节合计 100%。LookBook 拆成 一篇1. 5% 的帖子、一条1. 5% 的回复和一份 15% 的文 档;测验为开卷,30道 MCQ/判断题,安排在第6周的时 段。 What each task actually wants 每项任务到底要什么 Task The win LookBook Tag everyday stimuli to concepts - a reflective scrapbook Quiz Recall & understand the psychological principles Group Diagnose a real consumer problem, design a solution report Group oral Communicate that diagnosis & solution clearly CCBC Change your own behaviour, explain it via CB theory MKTG6007 . Consumer Behaviour ★ The one move that runs through everything 贯穿一切的那一个动作 Whatever the task: (1) name the consumer behaviour precisely, (2) name the CB mechanism that explains it (cite the model - MAO, habituation, operant reinforcement, serial position . . . ), (3) back it with concrete evidence (the artefact, the data, your own log). Description earns little; theory-to-evidence earns the marks. 无论哪项任务:(1)精确命名该消费者行为,(2)命名 解释它的 CB机制(引用模型 -- MAO、习惯化、操 作性强化、序列位置 . . . . . . ),(3)用具体证据加以佐证 (实物、数据、你自己的记录)。描述得分甚微;从理 论到证据才能得分。 ! The trap of pure description 纯描述的陷阱 Across every task, the most common way to lose marks is to describe a campaign or a habit without explaining it with theory - or to name a theory without showing it in the evidence. "This ad is colourful and fun" is description. "This ad uses peripheral cues to build a low-effort affective attitude via mere exposure" is analysis. This book is built to get you to the second sentence. 在每一项任务中,最常见的丢分方式是描述一场营销活动或一个习惯,却不用理论去解释它 -- 或者命名了一条理论, 却不在证据中展示它。“这则广告色彩斑斓、好玩有趣”是描述。“这则广告通过外围线索,借助纯粹曝光来建立一种低卷 入度的情感态度”才是分析。本书的构建目的,就是把你带到第二句话。 MKTG6007 . Consumer Behaviour CONTENTS CONTENTS The unit, mapped to your assignments 这门课,对应到你的作业上[8]Source: asksia-bible-mktg6007-bilingual.pdfA. 1 The one move behind every task A. 1 藏在每项任务背后的那一个动作 Whatever the task, the marker is checking the same loop. Internalise it and you can run it on a habit, a brand or a campaign with the nouns swapped. 无论是哪项任务,评分者检查的都是同一个循环。把它内化,你就能把名词一换,便将其套用到一种习惯、一个品牌或一场营 销活动上。 1 Observe a real consumer phenomenon. A behaviour you (or a market) actually do - concrete, specific, evidenced. Not "consumers like value. " 观察一个真实的消费者现象。一个你(或某个市场)确实在做的行为 -- 具体、明确、有证据。不要“消费者喜欢实惠”这种说 法。 2 Name the CB theory that explains it. The precise construct: not "psychology," but operant reinforcement, peripheral-route attitude, non-compensatory lexicographic rule, post-decision dissonance. MKTG6007 . Consumer Behaviour 命名解释它的CB理论。那个精确的构念:不是“心理学”,而是操作性强化、外围路径态度、非补偿性字典式规则、决策后 失调。 3 Map theory - evidence. Show the mechanism in the data: the cue that triggered it, the reinforcement that sustained it, the attribute that decided it. 把理论映射到证据。在数据中展示机制:触发它的线索、维系它的强化、决定它的属性。 4 Diagnose or intervene. Use the theory to explain why (report) or to design a change (CCBC) - then predict and test the outcome. 诊断或干预。用理论解释为何(报告),或设计一项改变(CCBC) -- 然后预测并检验结果。 5 Reflect critically. What worked, what the theory missed, the ethical read. This is the postgrad layer that separates a credit from a distinction. 批判性反思。什么起了作用、理论遗漏了什么、伦理上的解读。这是把及格与优等区分开来的研究生层次。 ✓ "Apply" means mechanism, not name-drop 「应用」意味着讲清机制,而不是堆名词 Naming a theory earns almost nothing. Marks come from showing the mechanism operating in your specific case: not "this is classical conditioning," but "the jingle (CS) had been paired with the reward of the snack (US) so often that hearing it alone triggered my craving (CR) at 3pm. " 命名一条理论几乎得不到分。分数来自展示机制在你 的具体案例中运作:不是“这是经典条件反射”,而是 “那段叮当声(CS)与零食的奖励(US)配对得太频 繁,以至于到下午 3点光是听到它就触发了我的渴望 (CR)”。 ! The two killers: vague theory & no evidence 两大致命伤:理论含糊、缺乏证据 Most lost marks are one of two failures: (1) theory too loose - 'motivation' instead of 'low-perceived- relevance, low-MAO processing'; (2) assertion without evidence - a claim about a consumer with nothing observed to back it. Tie every theory to a datum. 大多数丢分都是两种失败之一:(1)理论太松 -- 用 “动机”代替“低感知相关性、低MAO 加工”;(2)断言 而无证据 -- 一个关于某消费者的论断,却没有任何 观察来支撑。把每条理论都系在一个数据点上。 MKTG6007 . Consumer Behaviour APPLIED . CCBC PLAN - APPLIED . CCBC (30%) CCBC . INDIVIDUAL . 30% The Changing Consumer Behaviour Challenge Changing Consumer Behaviour Challenge[14]Source: asksia-bible-mktg6007-bilingual.pdfNames what theory missed + the ethical read § Evidence hierarchy 证据的层级 Rank your support: measured/observed data (your log, real campaign metrics) > documented example (a real brand action) > cited literature > plausible assertion. Push every claim as far up this ladder as you can; the top two tiers are where distinctions are won. 给你的支撑材料排序:实测/观察数据(你的记录、真 实的营销活动指标)>有据可查的例子(一个真实的 品牌举措)>有引用的文献>合理的断言。把每个论断 尽可能往这架阶梯上推;高下之分就赢在最上面那两 层。 ★ The distinction checklist 区分各概念的核对清单 Before you submit, check each: (1) Is the theory precise, not generic? (2) Is every claim tied to evidence? (3) Does it show the mechanism, not just the name? (4) Is there a critical / ethical reflection? (5) Is it APA 7 and readable? Five yeses = distinction- shaped. 提交之前,逐项检查:(1)理论是否精确、而非泛泛? (2)每个论断是否都系于证据?(3)它是否展示了机 制、而不仅是名称?(4)是否有批判性/伦理性反思? (5)是否符合 APA 7 且可读?五个“是”=具备优等论 文的样子。 MKTG6007 . Consumer Behaviour GLOSSARY . 1/2 REFERENCE . GLOSSARY EN / 中文 · 1 OF 2 Bilingual glossary of consumer behaviour consumer behaviour 双语术语表 English term . X . one-line definition - grouped by theme 英文术语 · 中文 · 一行定义 -- 按主题分组 How to use. Roughly 50 core MKTG6007 terms, each with a Chinese gloss and a one-line definition. Grouped by the unit's themes so you can revise a cluster at a time. This is the one place Chinese appears - everywhere else the bible stays English to match assessment language. 使用方法。约50个MKTG6007 核心术语,每个配一条中文释义和一句话定义。按本单元主题分组,便于你一次复习一簇。 这是全书唯一出现中文的地方 -- 其余各处该 bible 都保持英文,以匹配评估所用的语言。 Term 中文 One-line meaning Foundations – 基础 Consumer behaviour 消费者行为 Totality of decisions about consuming an offering, by units, over time Acquisition / usage / disposition 获取/ 使用 / 处置 The three phases of consumption - buying, using, getting rid of Offering 供给物 What is consumed: product, service, activity, experience, person or idea

• 1）评估结构（你该把时间押在哪）

• 100% coursework，0 exams（无考试）[4]Source: asksia-bible-mktg6007-bilingual.pdfMKTG6007 完全以应用型与持续性作业评估 -- 没有期末考试。每项任务都以不同的形态问同一件事:拿一个 consumer behaviour 模型,展示它在一个真实消费者、品牌或你自己的习惯中如何运作。懂理论只是入场券;分数在于应用。 0 EXAMS 考试 30% CCBC (BIGGEST) CCBC (占比最大) 45% GROUP WORK 小组作业 100% APPLIED 应用导向 The five graded pieces 五项计分作业 Task Weight Mode Changing Consumer Behaviour 30% Individual Challenge - self-experiment Group Written Assignment 25% Group Group Oral Presentation 20% Group LookBook portfolio (post+reply+doc) 18% Individual Out-of-Class Quiz 5% Individual Business Research Component 2% Individual[5]Source: asksia-bible-mktg6007-bilingual.pdf! Greenwashing - the ethical dark side 漂绿 -- 伦理上的阴暗面 A green claim without substance is just illusory-truth and peripheral-cue marketing in a leaf-coloured logo. Ethical consumers (and regulators) increasingly counter-argue and source-derogate - so an unsupported CSR claim damages credibility worse than no claim at all. The fix is verifiable, central-route evidence, not a recycled-looking package. 一句没有实质的绿色声明,不过是套着叶绿色标志的 错觉性真相与外围线索营销。伦理消费者(以及监管 者)越来越多地予以反驳并贬损信源 -- 因此一句缺 乏支撑的 CSR 声明,比根本不声明更损害可信度。对 策是可验证的、走中心路径的证据,而非一个看起来 很环保的包装。 § The attitude-behaviour gap is the ethical-consumption story 态度一行为差距正是伦理消费的故事 Most consumers say they value sustainability (favourable attitude) but don't always buy it (behaviour) - the classic TORA/TOPB intention-action gap. It closes when the green option is accessible, low-friction, normatively supported and specific (default-green energy, visible recycling, social proof). Design the opportunity, not just the attitude - pure MAO logic. 多数消费者说自己看重可持续性(有利的态度),却并不总是为它买单(行为) -- 典型的 TORA/TOPB 意图一行动差 距。当绿色选项变得可及、低摩擦、获规范支持且具体(默认绿色能源、可见的回收、社会认同)时,这道差距便会闭 合。设计机会,而不只是态度 -- 纯属 MAO 逻辑。 ✓ How to write ethics into an assessment 如何把伦理写进作业里 Don't bolt "ethics" on at the end. For any influence tactic you recommend, add a one-line ethical check: who could this harm, does it exploit low-MAO or a hidden process, is the claim verifiable? That single move signals critical, postgrad-level CB thinking and directly serves LO7 (reflect critically on consumption). 别把“伦理”在最后才硬加上去。对你推荐的任何一种影响战术,都加上一行伦理检查:这可能伤害谁、它是否利用了低 MAO 或某个隐蔽过程、那个声明是否可验证?这一个动作本身就标示出批判性的、研究生层次的 CB思维,并直接服务 于 LO7(对消费进行批判性反思)。 MKTG6007 . Consumer Behaviour APPLIED . OVERVIEW - APPLIED . ASSESSMENT THE APPLIED SIGNATURE Applying CB theory - the whole game 运用 CB 理论 -- 完整的全局 No exam. Every mark rewards CB theory pinned to a real consumer 没有考试。每一分都奖励钉在真实消费者身上的 CB 理论 TL;DR. MKTG6007 has no exam - it is assessed entirely by applied work. The skill being graded is the same one every page: take a CB theory (motivation, learning, attitudes, decision, post-purchase, social, self) and pin it precisely to a real consumer or behaviour, with evidence. This chapter shows the move for the two heavyweight tasks - the 30% Changing Consumer Behaviour Challenge and the 25%+20% group report & oral. 太长不看。MKTG6007 没有考试 -- 它完全通过应用性作业来评估。被评分的技能与每一页所讲的相同:取一条 CB 理论 (动机、学习、态度、决策、购后、社会、自我),凭借证据将其精确地落到一个真实的消费者或行为上。本章针对两项重头 任务展示这一动作 -- 占 30% 的改变消费者行为挑战(CCBC),以及占25%+20% 的小组报告与口头展示。 - - 30% CCBC . SELF-EXPERIMENT CCBC · 自我实验 25% GROUP WRITTEN REPORT 小组书面报告 20% GROUP ORAL PRESENTATION 小组口头展示 18% LOOKBOOK PORTFOLIO LookBook 作品集 i The assessment map (paraphrased; no exam) 评估地图(改写表述;无考试) LookBook 18% (reflective portfolio, individual) . Out-of-Class Quiz 5% . Group Written Assignment 25% . Group Oral 20% · Changing Consumer Behaviour Challenge (CCBC) 30% · Business Research Component 2%. Detailed briefs live behind Canvas - everything here is paraphrased guidance, not the official brief. LookBook 18% (反思性作品集,个人)· 课外测验 5% · 小组书面作业 25% · 小组口头展示 20% · 改变消费者行为 挑战(CCBC) 30% · 商业研究环节 2%。详细的任务说明在 Canvas 后台 -- 这里的一切都是转述性的指引,而非官 方任务说明。
• 五项计分 + 研究环节 2%（权重总计 100%）：[4]Source: asksia-bible-mktg6007-bilingual.pdfMKTG6007 完全以应用型与持续性作业评估 -- 没有期末考试。每项任务都以不同的形态问同一件事:拿一个 consumer behaviour 模型,展示它在一个真实消费者、品牌或你自己的习惯中如何运作。懂理论只是入场券;分数在于应用。 0 EXAMS 考试 30% CCBC (BIGGEST) CCBC (占比最大) 45% GROUP WORK 小组作业 100% APPLIED 应用导向 The five graded pieces 五项计分作业 Task Weight Mode Changing Consumer Behaviour 30% Individual Challenge - self-experiment Group Written Assignment 25% Group Group Oral Presentation 20% Group LookBook portfolio (post+reply+doc) 18% Individual Out-of-Class Quiz 5% Individual Business Research Component 2% Individual
  • CCBC（个人）30%：最大头
  • Group Written 25% + Group Oral 20%：合计 45%：第二大头
  • LookBook 18%（含 post+reply+doc）
  • Out-of-class Quiz 5%（开卷，30 题 MCQ/判断，Week 6 时段；速度很重要）[1]Source: asksia-bible-mktg6007-bilingual.pdfWeights total 100% with the 2% research component. The LookBook splits into a 1. 5% post, a 1. 5% reply and a 15% document; the quiz is open-book, 30 MCQ/true-false in the Week 6 slot. 各项权重连同2% 的研究环节合计 100%。LookBook 拆成 一篇1. 5% 的帖子、一条1. 5% 的回复和一份 15% 的文 档;测验为开卷,30道 MCQ/判断题,安排在第6周的时 段。 What each task actually wants 每项任务到底要什么 Task The win LookBook Tag everyday stimuli to concepts - a reflective scrapbook Quiz Recall & understand the psychological principles Group Diagnose a real consumer problem, design a solution report Group oral Communicate that diagnosis & solution clearly CCBC Change your own behaviour, explain it via CB theory MKTG6007 . Consumer Behaviour ★ The one move that runs through everything 贯穿一切的那一个动作 Whatever the task: (1) name the consumer behaviour precisely, (2) name the CB mechanism that explains it (cite the model - MAO, habituation, operant reinforcement, serial position . . . ), (3) back it with concrete evidence (the artefact, the data, your own log). Description earns little; theory-to-evidence earns the marks. 无论哪项任务:(1)精确命名该消费者行为,(2)命名 解释它的 CB机制(引用模型 -- MAO、习惯化、操 作性强化、序列位置 . . . . . . ),(3)用具体证据加以佐证 (实物、数据、你自己的记录)。描述得分甚微;从理 论到证据才能得分。 ! The trap of pure description 纯描述的陷阱 Across every task, the most common way to lose marks is to describe a campaign or a habit without explaining it with theory - or to name a theory without showing it in the evidence. "This ad is colourful and fun" is description. "This ad uses peripheral cues to build a low-effort affective attitude via mere exposure" is analysis. This book is built to get you to the second sentence. 在每一项任务中,最常见的丢分方式是描述一场营销活动或一个习惯,却不用理论去解释它 -- 或者命名了一条理论, 却不在证据中展示它。“这则广告色彩斑斓、好玩有趣”是描述。“这则广告通过外围线索,借助纯粹曝光来建立一种低卷 入度的情感态度”才是分析。本书的构建目的,就是把你带到第二句话。 MKTG6007 . Consumer Behaviour CONTENTS CONTENTS The unit, mapped to your assignments 这门课,对应到你的作业上[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation
  • Business Research component 2%
• 复习/冲刺优先级建议（按“提分效率”）：
  • 先做：CCBC（30%）+ Group（45%） → 决定总分上限
  • 再做：LookBook（18%）（要“little-and-often”，别 Week 12 临时抱佛脚）[16]Source: asksia-cheatsheet-mktg6007.pdfThe marked skill is connecting CB theory to real consumers, brands & your own behaviour. So this is a theory + application bank: the inner consumer (Side 1), then attitudes, decisions, social influence & how to apply it all (Side 2). SIA - Every task is one move: spot a real consumer artefact, name the exact CB concept, explain the mechanism. Describing the ad loses marks; analysing why it works on the consumer wins them. 0b · Assessment Blueprint WHERE MARKS LIVE TASK % TYPE LookBook (post+reply+doc) indiv Out-of-class quiz indiv Group written assignment group Group oral presentation group CCBC (behaviour change) indiv Business research component 2 indiv The two big movers are the group report+oral (45% combined) and the CCBC (30%) . Do the LookBook little-and-often, never in one Week-12 cram.[26]Source: asksia-cheatsheet-mktg6007.pdfgroup CCBC (behaviour change) indiv Business research component 2 indiv The two big movers are the group report+oral (45% combined) and the CCBC (30%) . Do the LookBook little-and-often, never in one Week-12 cram. 1 . What CB Is M1 . CH 1 Consumer behaviour = the totality of decisions about the consumption of an offering by decision-making units over time. Unpack each clause: - buying is only the start Offering = products, services, activities, experiences, people, ideas · Decision-making units - roles: gatherer . influencer · decider · purchaser . user (kids' cereal); herd behaviour · Over time - a point (milk) to years (a phone contract) Hook: an adult makes ~35,000 mostly semi-conscious choices a day - most are low-effort, which is exactly why the inner-consumer machinery on this side matters. 1b . How to Read the Unit The whole unit is built on one continuum - high vs low effort, applied in turn to attention, attitudes & decisions. For any concept, ask the marker's question: so what for the consumer, and what should a marketer do about it? 2 . The MAO Framework M1 . THE SPINE Motivation . Ability . Opportunity - the unit's spine; it returns in perception, attitudes & decisions. · Motivation - drive to act; set by personal relevance + perceived risk; serves utilitarian & value-expressive needs · Opportunity - external enablers: time, information availability, access to the offering Behaviour needs all three: high M + high A still fails if opportunity is low. High MAO = high-effort processing; low MAO = low-effort. This split structures the whole unit.
  • 最后补：Quiz（5%）（开卷但拼识别速度，靠“标签背熟”）[18]Source: asksia-cheatsheet-mktg6007.pdf+ cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955 Normative vs informational social influence. REICHHELD HBR 2003 The Net Promoter Score - "the one number. " GILOVICH & MEDVEC 1994 Regret of action (short-term) vs inaction (long-term). SIA > Across every task the move is the same: name the concept, explain the mechanism, evidence it with a real consumer/brand. Mechanism > description is the marking line. asksia. ai/cheatsheet/ usyd-mktg6007 . side 2/2 AskSia STUDY SHEET SERIES[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation

• 2）你必须背到“条件反射”的：写作/答题模板（全任务通用）

• 2.1 一句话结构（写任何段落都能套）

  • 行为（现象）：我观察到 X（谁，在什么情境，做了什么，可量化）
  • 理论标签：这体现了 Y 模型/构念（精确名词）
  • 机制展开：因为机制是……（用“线索/加工/强化/记忆提取/态度路径”等讲清楚“怎么发生”）
  • 证据钉死：证据是……（截图/数据/日志/具体语句）
  • 批判+伦理：它可能忽略……；可能伤害……；主张是否可验证……
  • 这就是“definition 只能 pass；机制+证据+反思 才能 distinction”。[3]Source: asksia-bible-mktg6007-bilingual.pdfA consumer's mental picture of who they are (actual vs ideal) Extended self 延伸自我 Possessions experienced as part of one's identity Lifestyle / AIO 生活方式 / AIO How values play out in Activities, Interests and Opinions VALS 价值观与生活方式系 统 Segmentation by primary motivation and resources/innovation Pink tax 粉红税 Higher prices on equivalent goods marketed to women i Studying with the glossary 用术语表来学习 Cover the right two columns and define each term in your own words; or cover the English and recall it from the +X. For the assessments, the one-line meaning is your sentence-one definition - expand it with a real brand example to show application. 盖住右边两列,用你自己的话定义每个术语;或盖住英文,从中文把它回忆出来。对于各项评估,那句一句话释义就是 你的第一句定义 -- 再用一个真实品牌例子加以展开,以展示应用。 MKTG6007 . Consumer Behaviour PRACTICE . Q1-Q2 PRACTICE . APPLY CB THEORY PRACTICE . 1 OF 6 Drill the applied skill, with model answers 反复演练应用能力,并配有范例答案 Twelve AskSia-authored items - apply a theory to a real consumer scenario 十二道 AskSia 自编题 -- 把一个理论应用到真实的消费者情境 How to use this bank. These are AskSia-authored drills built to mirror the way this unit is assessed - no exam, so every item asks you to apply CB theory to a real consumer scenario. Cover the model answer, write your own, then compare. None of these is a real assessment brief; the brands are real, the scenarios are ours. Watch for the marker notes - they show where the marks actually sit. 本题库使用方法。这些是 AskSia 自编的练习题,旨在模拟本单元的评估方式 -- 没有考试,因此每道题都要求你把 CB 理论 应用到一个真实的消费者情境中。先盖住范例答案,自己写一遍,再对照。其中没有一道是真实的评估任务说明;品牌是真实 的,情境是我们自拟的。留意评分者备注 -- 它们指出分数实际落在哪里。 ★ The scoring rule for every applied item 每一道应用题的评分规则 Name the precise construct (not "psychology"), show the mechanism operating in this exact case, tie it to evidence, then add a critical line. A definition alone is a pass; mechanism + evidence + reflection is a distinction. 命名出精确的构念(而非“心理学”),展示机制在这一具体案例中运作,把它系于证据,再加一行批判性的话。仅有定义 只能及格;机制+证据+反思才是优等。[8]Source: asksia-bible-mktg6007-bilingual.pdfA. 1 The one move behind every task A. 1 藏在每项任务背后的那一个动作 Whatever the task, the marker is checking the same loop. Internalise it and you can run it on a habit, a brand or a campaign with the nouns swapped. 无论是哪项任务,评分者检查的都是同一个循环。把它内化,你就能把名词一换,便将其套用到一种习惯、一个品牌或一场营 销活动上。 1 Observe a real consumer phenomenon. A behaviour you (or a market) actually do - concrete, specific, evidenced. Not "consumers like value. " 观察一个真实的消费者现象。一个你(或某个市场)确实在做的行为 -- 具体、明确、有证据。不要“消费者喜欢实惠”这种说 法。 2 Name the CB theory that explains it. The precise construct: not "psychology," but operant reinforcement, peripheral-route attitude, non-compensatory lexicographic rule, post-decision dissonance. MKTG6007 . Consumer Behaviour 命名解释它的CB理论。那个精确的构念:不是“心理学”,而是操作性强化、外围路径态度、非补偿性字典式规则、决策后 失调。 3 Map theory - evidence. Show the mechanism in the data: the cue that triggered it, the reinforcement that sustained it, the attribute that decided it. 把理论映射到证据。在数据中展示机制:触发它的线索、维系它的强化、决定它的属性。 4 Diagnose or intervene. Use the theory to explain why (report) or to design a change (CCBC) - then predict and test the outcome. 诊断或干预。用理论解释为何(报告),或设计一项改变(CCBC) -- 然后预测并检验结果。 5 Reflect critically. What worked, what the theory missed, the ethical read. This is the postgrad layer that separates a credit from a distinction. 批判性反思。什么起了作用、理论遗漏了什么、伦理上的解读。这是把及格与优等区分开来的研究生层次。 ✓ "Apply" means mechanism, not name-drop 「应用」意味着讲清机制,而不是堆名词 Naming a theory earns almost nothing. Marks come from showing the mechanism operating in your specific case: not "this is classical conditioning," but "the jingle (CS) had been paired with the reward of the snack (US) so often that hearing it alone triggered my craving (CR) at 3pm. " 命名一条理论几乎得不到分。分数来自展示机制在你 的具体案例中运作:不是“这是经典条件反射”,而是 “那段叮当声(CS)与零食的奖励(US)配对得太频 繁,以至于到下午 3点光是听到它就触发了我的渴望 (CR)”。 ! The two killers: vague theory & no evidence 两大致命伤:理论含糊、缺乏证据 Most lost marks are one of two failures: (1) theory too loose - 'motivation' instead of 'low-perceived- relevance, low-MAO processing'; (2) assertion without evidence - a claim about a consumer with nothing observed to back it. Tie every theory to a datum. 大多数丢分都是两种失败之一:(1)理论太松 -- 用 “动机”代替“低感知相关性、低MAO 加工”;(2)断言 而无证据 -- 一个关于某消费者的论断,却没有任何 观察来支撑。把每条理论都系在一个数据点上。 MKTG6007 . Consumer Behaviour APPLIED . CCBC PLAN - APPLIED . CCBC (30%) CCBC . INDIVIDUAL . 30% The Changing Consumer Behaviour Challenge Changing Consumer Behaviour Challenge[14]Source: asksia-bible-mktg6007-bilingual.pdfNames what theory missed + the ethical read § Evidence hierarchy 证据的层级 Rank your support: measured/observed data (your log, real campaign metrics) > documented example (a real brand action) > cited literature > plausible assertion. Push every claim as far up this ladder as you can; the top two tiers are where distinctions are won. 给你的支撑材料排序:实测/观察数据(你的记录、真 实的营销活动指标)>有据可查的例子(一个真实的 品牌举措)>有引用的文献>合理的断言。把每个论断 尽可能往这架阶梯上推;高下之分就赢在最上面那两 层。 ★ The distinction checklist 区分各概念的核对清单 Before you submit, check each: (1) Is the theory precise, not generic? (2) Is every claim tied to evidence? (3) Does it show the mechanism, not just the name? (4) Is there a critical / ethical reflection? (5) Is it APA 7 and readable? Five yeses = distinction- shaped. 提交之前,逐项检查:(1)理论是否精确、而非泛泛? (2)每个论断是否都系于证据?(3)它是否展示了机 制、而不仅是名称?(4)是否有批判性/伦理性反思? (5)是否符合 APA 7 且可读?五个“是”=具备优等论 文的样子。 MKTG6007 . Consumer Behaviour GLOSSARY . 1/2 REFERENCE . GLOSSARY EN / 中文 · 1 OF 2 Bilingual glossary of consumer behaviour consumer behaviour 双语术语表 English term . X . one-line definition - grouped by theme 英文术语 · 中文 · 一行定义 -- 按主题分组 How to use. Roughly 50 core MKTG6007 terms, each with a Chinese gloss and a one-line definition. Grouped by the unit's themes so you can revise a cluster at a time. This is the one place Chinese appears - everywhere else the bible stays English to match assessment language. 使用方法。约50个MKTG6007 核心术语,每个配一条中文释义和一句话定义。按本单元主题分组,便于你一次复习一簇。 这是全书唯一出现中文的地方 -- 其余各处该 bible 都保持英文,以匹配评估所用的语言。 Term 中文 One-line meaning Foundations – 基础 Consumer behaviour 消费者行为 Totality of decisions about consuming an offering, by units, over time Acquisition / usage / disposition 获取/ 使用 / 处置 The three phases of consumption - buying, using, getting rid of Offering 供给物 What is consumed: product, service, activity, experience, person or idea

• 2.2 证据层级（别再用形容词）

  • 实测/观察数据（你的 log、真实 campaign 指标）> 可核查的品牌举措 > 文献引用 > 合理猜测
  • 把每个 claim 尽可能往上推，优等就在顶两层赢。[14]Source: asksia-bible-mktg6007-bilingual.pdfNames what theory missed + the ethical read § Evidence hierarchy 证据的层级 Rank your support: measured/observed data (your log, real campaign metrics) > documented example (a real brand action) > cited literature > plausible assertion. Push every claim as far up this ladder as you can; the top two tiers are where distinctions are won. 给你的支撑材料排序:实测/观察数据(你的记录、真 实的营销活动指标)>有据可查的例子(一个真实的 品牌举措)>有引用的文献>合理的断言。把每个论断 尽可能往这架阶梯上推;高下之分就赢在最上面那两 层。 ★ The distinction checklist 区分各概念的核对清单 Before you submit, check each: (1) Is the theory precise, not generic? (2) Is every claim tied to evidence? (3) Does it show the mechanism, not just the name? (4) Is there a critical / ethical reflection? (5) Is it APA 7 and readable? Five yeses = distinction- shaped. 提交之前,逐项检查:(1)理论是否精确、而非泛泛? (2)每个论断是否都系于证据?(3)它是否展示了机 制、而不仅是名称?(4)是否有批判性/伦理性反思? (5)是否符合 APA 7 且可读?五个“是”=具备优等论 文的样子。 MKTG6007 . Consumer Behaviour GLOSSARY . 1/2 REFERENCE . GLOSSARY EN / 中文 · 1 OF 2 Bilingual glossary of consumer behaviour consumer behaviour 双语术语表 English term . X . one-line definition - grouped by theme 英文术语 · 中文 · 一行定义 -- 按主题分组 How to use. Roughly 50 core MKTG6007 terms, each with a Chinese gloss and a one-line definition. Grouped by the unit's themes so you can revise a cluster at a time. This is the one place Chinese appears - everywhere else the bible stays English to match assessment language. 使用方法。约50个MKTG6007 核心术语,每个配一条中文释义和一句话定义。按本单元主题分组,便于你一次复习一簇。 这是全书唯一出现中文的地方 -- 其余各处该 bible 都保持英文,以匹配评估所用的语言。 Term 中文 One-line meaning Foundations – 基础 Consumer behaviour 消费者行为 Totality of decisions about consuming an offering, by units, over time Acquisition / usage / disposition 获取/ 使用 / 处置 The three phases of consumption - buying, using, getting rid of Offering 供给物 What is consumed: product, service, activity, experience, person or idea[13]Source: asksia-bible-mktg6007-bilingual.pdf- A dated log. A simple daily tally + a one-line note on the cue, the feeling, the context. This is your raw data. - 一份带日期的记录。简单的每日计数+一行关于线索、感 受、情境的笔记。这就是你的原始数据。 - Triggers & lapses. Record relapses honestly - a relapse is data, usually a reinforcement or situational-override story. 触发点与失误。诚实记录复发 -- 一次复发就是数据,通常 是一个关于强化或情境压倒的故事。 - Numbers + narrative. A small chart (cups/week falling) plus the felt experience - thought-based and feelings-based satisfaction. 数字+叙事。一张小图表(每周杯数在下降)加上所感受 到的体验 -- 既基于想法又基于感受的满意度。 i Quantify even a little 哪怕只能量化一点点也要量化 "Coffee fell from 21 to 6 cups/week over five weeks" beats "I drank less coffee" every time. A tiny table or sparkline is evidence; an adjective is not. The disconfirmation paradigm needs an expectation and a measured outcome to compare. “咖啡在五周内从每周21杯降到6杯”每一次都胜过 “我少喝了咖啡”。一张小表格或迷你折线图是证据; 一个形容词不是。期望失验范式需要一个期望和一个 被测量的结果来作比较。 ! Honesty outscores a clean win 诚实比一场漂亮的胜利更能得分 A failed or partial change, analysed well, scores higher than a suspiciously perfect success with no mechanism. Markers reward CB insight, not willpower - explain the relapse with theory. 一次失败或部分成功的改变,若分析得当,得分会高 于一次没有机制、好得可疑的完美成功。评分者奖励 的是 CB 洞察,而非意志力 -- 请用理论解释那次复 发。 A. 4 Structuring the write-up A. 4 搭建写作结构 It is a mock blog post - readable and personal, but theory-dense and referenced (APA 7). A reliable spine: 它是一篇模拟博客文章 -- 可读、个人化,但理论密集且有引用(APA 7)。一条可靠的主线: 1 Hook + the behaviour. Open with the relatable problem and your baseline. State exactly what you set out to change and why (frame it as an actual-ideal-state gap). MKTG6007 . Consumer Behaviour 钩子+行为。以那个让人有共鸣的问题和你的基线开篇。准确说明你打算改变什么、为什么(把它框定为一道实际一理想状 态差距)。 2 The CB diagnosis. Explain how the behaviour was built - the learning history, the attitudes, the MAO conditions. This is theory, applied to you. CB 诊断。解释这一行为是如何被建立起来的 -- 学习史、态度、MAO条件。这就是理论,应用到你自己身上。 3 The intervention & the journey. What you changed and the CB rationale (cue control, re-routing the attitude, lowering perceived effort). Walk the dated evidence, lapses included. 干预与历程。你改变了什么及其 CB 依据(线索控制、给态度改道、降低感知努力)。走一遍带日期的证据,把失误也包括进 来。 4 Outcome via theory. Did it work? Read the result through the disconfirmation paradigm, dissonance/regret, reinforcement. Show the mechanism, not just the score. 透过理论看结果。它奏效了吗?透过期望失验范式、失调/后悔、强化来解读结果。展示机制,而不只是分数。 5 Critical reflection. What the theory predicted, where it fell short, the ethical angle, and what you'd do next. The distinction-level layer.

• 3）核心概念/定义（按你文件里出现频率最高的“Part 1 基础”）

你这两份材料当前完整覆盖的“基础内核”主要是：MAO → Perception（EAPC 等）→ Learning & Memory，它们是后面态度/决策/社会影响的底层发动机。[9]Source: asksia-bible-mktg6007-bilingual.pdfThis volume covers Part 1 in full - the rest is the route ahead 本册完整覆盖 Part 1 -- 其余部分是接下来的路线 Ch Topic Core idea Part 1 . The foundations - how consumers process at all 1 Foundations: what CB is & the MAO engine definition . MAO · decision process · effort → 2 Perception: the EAPC chain exposure - attention - perception - comprehension → 3 Learning & memory conditioning · encode-store-retrieve · schemas → Part 2 . Beyond these chapters (full unit map) 4 Attitudes & persuasion ABC model . ELM . central vs peripheral 5 Consumer decision-making search · judgement · decision rules 6 Post-purchase & disposition dissonance . satisfaction . NPS 7 Social & cultural influence groups . subcultures . social class Part 3 . Walk in ready 8 Glossary & named theorists every term, one place 9 Apply-it bank for the CCBC & report theory - evidence templates · i What this volume contains 本册包含哪些内容 These four chapters build the psychological core the whole unit rests on: how consumers are motivated, able and given the opportunity to process (Ch 1); how stimuli get in and acquire meaning (Ch 2, perception); and how consumers learn and remember brands (Ch 3). Master these and attitudes, decisions, post-purchase and social influence all become the same logic with new labels - the map above shows where they sit. 这四章构筑了整个单元赖以立足的心理学内核:消费者如何被激发动机、具备能力并获得机会去加工信息(第1章);刺 激如何进入并获得意义(第2章,感知);以及消费者如何学习并记住品牌(第3章)。掌握了这些,态度、决策、购后 与社会影响便都成了同一套逻辑,只是换了标签 -- 上方的导图标明了它们各自的位置。 ✓ Why this order 为什么是这个顺序 It mirrors the unit's own arc: MAO first because motivation, ability and opportunity moderate everything after it; then perception, because a consumer can't act on a stimulus they never noticed or understood; then learning & memory, because a brand that isn't remembered isn't chosen. Each chapter feeds the next.

• 3.1 Consumer Behaviour（消费者行为）

  • 定义：决策单位在一段时间内，对某个 offering 的消费相关决策总和（购买只是开始，包含获取/使用/处置）。[15]Source: asksia-bible-mktg6007-bilingual.pdfApproach- approach Two desirable options, pick one (holiday or new phone) Make your option the easier "yes" Approach- avoidance One option, both wanted & feared (cake = tasty but fattening) Shrink the downside ("guilt- free", low-cal) Avoidance- avoidance Two undesirable options (pay to fix car or buy new) Offer a third, less painful route (finance, repair plan) i Course-fill flag 课程补充标记 Maslow and the "characteristics of needs" are the motivation models named in the module. The conflict typology and the means-end chain are standard Hoyer Ch 2 theory the course assumes rather than surfaces on its own slide - included here as the textbook frame, not as lecturer-confirmed wording. Maslow 与“需求的特征”是本模块中点名提及的动机 模型。冲突类型学与手段一目的链则是本课程默认你 已具备、而非在自己幻灯片上单独呈现的标准 Hoyer 第 2 章理论 -- 此处作为教材框架收录,并非讲师确 认过的措辞。 1. 4 The means-end chain 1. 4 手段一目的链 Consumers rarely want an attribute for its own sake - they want what it does for them and, ultimately, the value it serves. The means-end chain ladders this up: 消费者很少为了属性本身而想要一个属性 -- 他们想要的是 它为自己带来什么,以及最终它所服务的那个价值。手段一 目的链把这一路向上拾级: THE MEANS- END LADDER attribute - consequence / benefit - personal value (what it is) - (what it does) - (why it matters) - Attribute: 200g recycled-plastic bottle. 属性:200g 再生塑料瓶。 - Consequence: less landfill, lighter to carry. 后果:更少垃圾填埋,更轻便携带。 -> Value: "I act on my care for the planet" (self- respect, belonging to a green tribe). 价值观:“我在用行动践行我对地球的关怀”(自尊、归属于 一个绿色部落)。 The technique behind it is laddering - repeatedly asking "why does that matter?" until you hit a terminal value. Great positioning sells the top of the ladder; weak advertising stops at the attribute. 其背后的技术是阶梯法 -- 反复追问「那为什么重要?」, 直到触及一个终极价值。出色的定位卖的是阶梯的顶端;糟 糕的广告止步于属性。 MKTG6007 · Consumer Behaviour ✓ Apply it 运用它[26]Source: asksia-cheatsheet-mktg6007.pdfgroup CCBC (behaviour change) indiv Business research component 2 indiv The two big movers are the group report+oral (45% combined) and the CCBC (30%) . Do the LookBook little-and-often, never in one Week-12 cram. 1 . What CB Is M1 . CH 1 Consumer behaviour = the totality of decisions about the consumption of an offering by decision-making units over time. Unpack each clause: - buying is only the start Offering = products, services, activities, experiences, people, ideas · Decision-making units - roles: gatherer . influencer · decider · purchaser . user (kids' cereal); herd behaviour · Over time - a point (milk) to years (a phone contract) Hook: an adult makes ~35,000 mostly semi-conscious choices a day - most are low-effort, which is exactly why the inner-consumer machinery on this side matters. 1b . How to Read the Unit The whole unit is built on one continuum - high vs low effort, applied in turn to attention, attitudes & decisions. For any concept, ask the marker's question: so what for the consumer, and what should a marketer do about it? 2 . The MAO Framework M1 . THE SPINE Motivation . Ability . Opportunity - the unit's spine; it returns in perception, attitudes & decisions. · Motivation - drive to act; set by personal relevance + perceived risk; serves utilitarian & value-expressive needs · Opportunity - external enablers: time, information availability, access to the offering Behaviour needs all three: high M + high A still fails if opportunity is low. High MAO = high-effort processing; low MAO = low-effort. This split structures the whole unit.

• 3.2 MAO 框架（Motivation–Ability–Opportunity）

  • M（动机）：驱动力；由个人相关性/感知风险等塑造；可服务功利或价值表达需要。
  • A（能力）：个体处理信息/做出选择的能力（理解、知识、认知资源）。
  • O（机会）：外部条件（时间、信息可得性、接触渠道、是否方便得到 offering）。
  • 关键结论：行为需要三者同时成立；即便 M+A 很高，O 低也会失败。
  • 课程主轴：High MAO = 高努力加工；Low MAO = 低努力加工，后面态度/说服/决策都要回到这个分叉。[26]Source: asksia-cheatsheet-mktg6007.pdfgroup CCBC (behaviour change) indiv Business research component 2 indiv The two big movers are the group report+oral (45% combined) and the CCBC (30%) . Do the LookBook little-and-often, never in one Week-12 cram. 1 . What CB Is M1 . CH 1 Consumer behaviour = the totality of decisions about the consumption of an offering by decision-making units over time. Unpack each clause: - buying is only the start Offering = products, services, activities, experiences, people, ideas · Decision-making units - roles: gatherer . influencer · decider · purchaser . user (kids' cereal); herd behaviour · Over time - a point (milk) to years (a phone contract) Hook: an adult makes ~35,000 mostly semi-conscious choices a day - most are low-effort, which is exactly why the inner-consumer machinery on this side matters. 1b . How to Read the Unit The whole unit is built on one continuum - high vs low effort, applied in turn to attention, attitudes & decisions. For any concept, ask the marker's question: so what for the consumer, and what should a marketer do about it? 2 . The MAO Framework M1 . THE SPINE Motivation . Ability . Opportunity - the unit's spine; it returns in perception, attitudes & decisions. · Motivation - drive to act; set by personal relevance + perceived risk; serves utilitarian & value-expressive needs · Opportunity - external enablers: time, information availability, access to the offering Behaviour needs all three: high M + high A still fails if opportunity is low. High MAO = high-effort processing; low MAO = low-effort. This split structures the whole unit.[6]Source: asksia-bible-mktg6007-bilingual.pdfThe serial-position effect 系列位置效应 In a sequence, the first items (primacy) and the last items (recency) are remembered best; the middle sags. Practical upshot: lead with your key information and close on it - strong subject lines and strong closers, brand name early and late, the headline claim first and the call-to-action last. 在一个序列里,最前的项目(首因)和最后的项目(近因) 记得最牢;中间则下陷。实用结论:用关键信息开头,再用 它收尾 -- 强有力的标题与强有力的结尾,品牌名要早出现 也要晚出现,主打主张放最前、行动号召放最后。 MKTG6007 . Consumer Behaviour ✓ Elaboration beats rehearsal 精细加工胜过单纯复述 Rote repetition holds info briefly; elaboration - connecting it to what you already know - lodges it for good. Novelty and moderate humour force elaboration, which is why a surprising ad out- remembers a dull repeated one. 死记硬背只能短暂保存信息;精细加工 -- 把它与你 已知的东西联系起来 -- 才能让它扎根永久。新奇与 适度的幽默会强制精细加工,这就是为何一则出人意 料的广告比一则乏味重复的广告更让人记住。 i Why we forget & mis-remember 我们为什么会遗忘与错记 Retrieval fails through decay, interference (competing memories) and serial-position gaps; and memories are reconstructive - people choose, confuse and distort them (false memories). Retrieval is helped by salient cues: brand name, logo, packaging, the Coke contour bottle, Apple's white earbuds. 提取会因衰退、干扰(相互竞争的记忆)和序列位置 缺口而失败;而且记忆是重构性的 -- 人们会选择、 混淆并扭曲它们(虚假记忆)。提取可借助显著的线索 而得到帮助:品牌名、标志、包装、可口可乐的曲线 瓶、苹果的白色耳机。 ★ Apply it in your CCBC / report 在你的 CCBC/ 报告中运用它 These are concrete design levers. In the report, prescribe chunking a cluttered message, recirculating one consistent slogan, and exploiting serial position (key claim first & last). In the CCBC, use the same tools on yourself: chunk a new routine into a memorable cue, rehearse it, and place the hardest step where primacy/recency protect it. The marker wants the named mechanism beside the evidence - "I used recirculation (daily reminder) and serial position (key action first)" beats "I reminded myself a lot. " 这些都是具体的设计杠杆。在报告中,开出分块处理杂乱信息、再循环一句一致的口号、并利用序列位置(关键主张放 在首尾)的处方。在 CCBC中,把同样的工具用在自己身上:把一个新例程分块成一个好记的线索、加以排练,并把最 难的一步放在首因/近因效应能保护它的位置。评分者想要的是命名了的机制紧挨着证据 -- “我用了再循环(每日提醒) 与序列位置(关键动作放最前)”胜过“我没少提醒自己”。 MKTG6007 . Consumer Behaviour MOTIVATION . NEEDS PSYCHOLOGICAL CORE - CHAPTER . MOTIVATION What drives a consumer to act 是什么驱动消费者行动 Needs . Maslow's hierarchy . motivational conflicts . the means-end chain 需要 · Maslow 需要层次 · 动机冲突 · 手段一目的链 Every purchase starts with a felt gap. Motivation is the inner drive that energises and directs behaviour toward closing that gap - and it is the first of the course's three engines (Motivation, Ability, Opportunity). Marketers cannot manufacture a need from nothing, but they can activate a latent one, raise the ideal it points to, and aim a message at the right level of human striving. 每一次购买都始于一道感知到的差距。Motivation 是那股驱动并引导行为去弥合该差距的内在动力 -- 它是本课三大引擎 (Motivation、Ability、Opportunity)中的第一个。营销者无法凭空制造一个需要,但能激活一个潜伏的需要、抬高它所指 向的理想,并把信息对准人类奋斗的恰当层级。 - i Why this chapter matters in MKTG6007 为什么这一章在MKTG6007 里很重要 There is no exam - you are graded on applying theory to real brands (the LookBook, the group report, the behaviour-change challenge). So the test here is not "can you name Maslow's tiers?" but "can you read a campaign and say which need it targets and why?" Treat every model below as a diagnostic lens, not a list to memorise. 没有考试 -- 你的成绩取决于把理论应用到真实品牌上(LookBook、小组报告、行为改变挑战)。所以这里的检验不是 “你能否说出 Maslow 的层级?”,而是“你能否读懂一场营销活动,说出它瞄准哪种需求、为什么?”把下文每一个模型 都当作一面诊断透镜,而非一张要背诵的清单。 1. 1 A need is a gap 1. 1 需要是一种差距

• 3.3 Motivation（动机）= gap（差距）

  • 动机章节核心句：每一次购买都始于“感知到的差距”（actual vs ideal）；动机是驱动并引导行为去弥合差距的内在动力。[6]Source: asksia-bible-mktg6007-bilingual.pdfThe serial-position effect 系列位置效应 In a sequence, the first items (primacy) and the last items (recency) are remembered best; the middle sags. Practical upshot: lead with your key information and close on it - strong subject lines and strong closers, brand name early and late, the headline claim first and the call-to-action last. 在一个序列里,最前的项目(首因)和最后的项目(近因) 记得最牢;中间则下陷。实用结论:用关键信息开头,再用 它收尾 -- 强有力的标题与强有力的结尾,品牌名要早出现 也要晚出现,主打主张放最前、行动号召放最后。 MKTG6007 . Consumer Behaviour ✓ Elaboration beats rehearsal 精细加工胜过单纯复述 Rote repetition holds info briefly; elaboration - connecting it to what you already know - lodges it for good. Novelty and moderate humour force elaboration, which is why a surprising ad out- remembers a dull repeated one. 死记硬背只能短暂保存信息;精细加工 -- 把它与你 已知的东西联系起来 -- 才能让它扎根永久。新奇与 适度的幽默会强制精细加工,这就是为何一则出人意 料的广告比一则乏味重复的广告更让人记住。 i Why we forget & mis-remember 我们为什么会遗忘与错记 Retrieval fails through decay, interference (competing memories) and serial-position gaps; and memories are reconstructive - people choose, confuse and distort them (false memories). Retrieval is helped by salient cues: brand name, logo, packaging, the Coke contour bottle, Apple's white earbuds. 提取会因衰退、干扰(相互竞争的记忆)和序列位置 缺口而失败;而且记忆是重构性的 -- 人们会选择、 混淆并扭曲它们(虚假记忆)。提取可借助显著的线索 而得到帮助:品牌名、标志、包装、可口可乐的曲线 瓶、苹果的白色耳机。 ★ Apply it in your CCBC / report 在你的 CCBC/ 报告中运用它 These are concrete design levers. In the report, prescribe chunking a cluttered message, recirculating one consistent slogan, and exploiting serial position (key claim first & last). In the CCBC, use the same tools on yourself: chunk a new routine into a memorable cue, rehearse it, and place the hardest step where primacy/recency protect it. The marker wants the named mechanism beside the evidence - "I used recirculation (daily reminder) and serial position (key action first)" beats "I reminded myself a lot. " 这些都是具体的设计杠杆。在报告中,开出分块处理杂乱信息、再循环一句一致的口号、并利用序列位置(关键主张放 在首尾)的处方。在 CCBC中,把同样的工具用在自己身上:把一个新例程分块成一个好记的线索、加以排练,并把最 难的一步放在首因/近因效应能保护它的位置。评分者想要的是命名了的机制紧挨着证据 -- “我用了再循环(每日提醒) 与序列位置(关键动作放最前)”胜过“我没少提醒自己”。 MKTG6007 . Consumer Behaviour MOTIVATION . NEEDS PSYCHOLOGICAL CORE - CHAPTER . MOTIVATION What drives a consumer to act 是什么驱动消费者行动 Needs . Maslow's hierarchy . motivational conflicts . the means-end chain 需要 · Maslow 需要层次 · 动机冲突 · 手段一目的链 Every purchase starts with a felt gap. Motivation is the inner drive that energises and directs behaviour toward closing that gap - and it is the first of the course's three engines (Motivation, Ability, Opportunity). Marketers cannot manufacture a need from nothing, but they can activate a latent one, raise the ideal it points to, and aim a message at the right level of human striving. 每一次购买都始于一道感知到的差距。Motivation 是那股驱动并引导行为去弥合该差距的内在动力 -- 它是本课三大引擎 (Motivation、Ability、Opportunity)中的第一个。营销者无法凭空制造一个需要,但能激活一个潜伏的需要、抬高它所指 向的理想,并把信息对准人类奋斗的恰当层级。 - i Why this chapter matters in MKTG6007 为什么这一章在MKTG6007 里很重要 There is no exam - you are graded on applying theory to real brands (the LookBook, the group report, the behaviour-change challenge). So the test here is not "can you name Maslow's tiers?" but "can you read a campaign and say which need it targets and why?" Treat every model below as a diagnostic lens, not a list to memorise. 没有考试 -- 你的成绩取决于把理论应用到真实品牌上(LookBook、小组报告、行为改变挑战)。所以这里的检验不是 “你能否说出 Maslow 的层级?”,而是“你能否读懂一场营销活动,说出它瞄准哪种需求、为什么?”把下文每一个模型 都当作一面诊断透镜,而非一张要背诵的清单。 1. 1 A need is a gap 1. 1 需要是一种差距
  • 学习方式提示：别背“马斯洛有几层”，要会说：某 campaign 在瞄准哪种需要、为什么（诊断透镜）。[6]Source: asksia-bible-mktg6007-bilingual.pdfThe serial-position effect 系列位置效应 In a sequence, the first items (primacy) and the last items (recency) are remembered best; the middle sags. Practical upshot: lead with your key information and close on it - strong subject lines and strong closers, brand name early and late, the headline claim first and the call-to-action last. 在一个序列里,最前的项目(首因)和最后的项目(近因) 记得最牢;中间则下陷。实用结论:用关键信息开头,再用 它收尾 -- 强有力的标题与强有力的结尾,品牌名要早出现 也要晚出现,主打主张放最前、行动号召放最后。 MKTG6007 . Consumer Behaviour ✓ Elaboration beats rehearsal 精细加工胜过单纯复述 Rote repetition holds info briefly; elaboration - connecting it to what you already know - lodges it for good. Novelty and moderate humour force elaboration, which is why a surprising ad out- remembers a dull repeated one. 死记硬背只能短暂保存信息;精细加工 -- 把它与你 已知的东西联系起来 -- 才能让它扎根永久。新奇与 适度的幽默会强制精细加工,这就是为何一则出人意 料的广告比一则乏味重复的广告更让人记住。 i Why we forget & mis-remember 我们为什么会遗忘与错记 Retrieval fails through decay, interference (competing memories) and serial-position gaps; and memories are reconstructive - people choose, confuse and distort them (false memories). Retrieval is helped by salient cues: brand name, logo, packaging, the Coke contour bottle, Apple's white earbuds. 提取会因衰退、干扰(相互竞争的记忆)和序列位置 缺口而失败;而且记忆是重构性的 -- 人们会选择、 混淆并扭曲它们(虚假记忆)。提取可借助显著的线索 而得到帮助:品牌名、标志、包装、可口可乐的曲线 瓶、苹果的白色耳机。 ★ Apply it in your CCBC / report 在你的 CCBC/ 报告中运用它 These are concrete design levers. In the report, prescribe chunking a cluttered message, recirculating one consistent slogan, and exploiting serial position (key claim first & last). In the CCBC, use the same tools on yourself: chunk a new routine into a memorable cue, rehearse it, and place the hardest step where primacy/recency protect it. The marker wants the named mechanism beside the evidence - "I used recirculation (daily reminder) and serial position (key action first)" beats "I reminded myself a lot. " 这些都是具体的设计杠杆。在报告中,开出分块处理杂乱信息、再循环一句一致的口号、并利用序列位置(关键主张放 在首尾)的处方。在 CCBC中,把同样的工具用在自己身上:把一个新例程分块成一个好记的线索、加以排练,并把最 难的一步放在首因/近因效应能保护它的位置。评分者想要的是命名了的机制紧挨着证据 -- “我用了再循环(每日提醒) 与序列位置(关键动作放最前)”胜过“我没少提醒自己”。 MKTG6007 . Consumer Behaviour MOTIVATION . NEEDS PSYCHOLOGICAL CORE - CHAPTER . MOTIVATION What drives a consumer to act 是什么驱动消费者行动 Needs . Maslow's hierarchy . motivational conflicts . the means-end chain 需要 · Maslow 需要层次 · 动机冲突 · 手段一目的链 Every purchase starts with a felt gap. Motivation is the inner drive that energises and directs behaviour toward closing that gap - and it is the first of the course's three engines (Motivation, Ability, Opportunity). Marketers cannot manufacture a need from nothing, but they can activate a latent one, raise the ideal it points to, and aim a message at the right level of human striving. 每一次购买都始于一道感知到的差距。Motivation 是那股驱动并引导行为去弥合该差距的内在动力 -- 它是本课三大引擎 (Motivation、Ability、Opportunity)中的第一个。营销者无法凭空制造一个需要,但能激活一个潜伏的需要、抬高它所指 向的理想,并把信息对准人类奋斗的恰当层级。 - i Why this chapter matters in MKTG6007 为什么这一章在MKTG6007 里很重要 There is no exam - you are graded on applying theory to real brands (the LookBook, the group report, the behaviour-change challenge). So the test here is not "can you name Maslow's tiers?" but "can you read a campaign and say which need it targets and why?" Treat every model below as a diagnostic lens, not a list to memorise. 没有考试 -- 你的成绩取决于把理论应用到真实品牌上(LookBook、小组报告、行为改变挑战)。所以这里的检验不是 “你能否说出 Maslow 的层级?”,而是“你能否读懂一场营销活动,说出它瞄准哪种需求、为什么?”把下文每一个模型 都当作一面诊断透镜,而非一张要背诵的清单。 1. 1 A need is a gap 1. 1 需要是一种差距

• 3.4 学习（Learning）三大类（高频可写进 CCBC / 报告）

• (1) Classical conditioning 经典条件反射

  • 机制骨架：中性刺激 + 无条件刺激（US）→ 无条件反应（UR）；反复配对后，中性刺激变 CS，引发 CR。
  • 营销读法：品牌与“被喜欢的刺激”配对，建立联想。[27]Source: asksia-cheatsheet-mktg6007.pdf· Push positives above it - a bigger bar, a clearer upgrade · Upsizes / price rises - make a +10% bonus pack obvious; keep a price creep just under the JND Perceptual organisation . we integrate stimuli into the simplest, most meaningful whole, not isolated bits - an illusion or hidden-image picture only "snaps" once organised. The five threshold/sense ideas all serve one exam point: marketers engineer what consumers can & can't notice - what to amplify, what to slip under the radar. 6 . Learning Classical conditioning · pair a neutral stimulus with an unconditioned stimulus (US) that triggers an unconditioned response (UR); repetition makes the neutral cue a conditioned stimulus (CS) producing a conditioned response (CR) (Pavlov; Watson's "Little Albert"). Brands pair with liked stimuli. Evaluative conditioning . a subtype changing only liking (affect) of the CS, not a physiological response (graphic cigarette warnings = negative). Operant / instrumental . B. F. Skinner - future choices shaped by past outcomes. Reinforcement (reward -> repeat) vs punishment (negative -> avoid); no reinforcement -> little learning. Uses: free sampling/trial, sales promotions, loyalty programs, reward/avoidance ads. Cognitive / observational · incidental learning, emotional contagion, modelling others using an offering, and post-purchase learning by hypothesis- testing. CLASSICAL CONDITIONING SHAPE US - UR (food + salivation) neutral cue + US, repeated - CS CS - CR (the cue alone now triggers it) Marketing reads: reinforcement = free in-store sampling, loyalty stamps, reward ads; punishment = "what happens if you skip it" avoidance ads. No reward at all -> the behaviour fades. 7 . Memory I M3 . CH 4 Memory = persistence of learning via storage & retrieval. Three stages: Encoding > Storing > Retrieval . Encoding (input) . perceiving & processing; modes are visual, acoustic, semantic. Stores: · Sensory memory - brief sense trace (<1 s) · Working (short-term) - temporary, limited capacity · Long-term - permanent, no limit; episodic/autobiographical (nostalgia) + semantic (knowledge) Schema / brand image · salient associations link into a schema; a brand image = what a brand stands for + how favourably it's viewed. A strong schema means a single cue (a colour, a sound) pulls up the whole network.[8]Source: asksia-bible-mktg6007-bilingual.pdfA. 1 The one move behind every task A. 1 藏在每项任务背后的那一个动作 Whatever the task, the marker is checking the same loop. Internalise it and you can run it on a habit, a brand or a campaign with the nouns swapped. 无论是哪项任务,评分者检查的都是同一个循环。把它内化,你就能把名词一换,便将其套用到一种习惯、一个品牌或一场营 销活动上。 1 Observe a real consumer phenomenon. A behaviour you (or a market) actually do - concrete, specific, evidenced. Not "consumers like value. " 观察一个真实的消费者现象。一个你(或某个市场)确实在做的行为 -- 具体、明确、有证据。不要“消费者喜欢实惠”这种说 法。 2 Name the CB theory that explains it. The precise construct: not "psychology," but operant reinforcement, peripheral-route attitude, non-compensatory lexicographic rule, post-decision dissonance. MKTG6007 . Consumer Behaviour 命名解释它的CB理论。那个精确的构念:不是“心理学”,而是操作性强化、外围路径态度、非补偿性字典式规则、决策后 失调。 3 Map theory - evidence. Show the mechanism in the data: the cue that triggered it, the reinforcement that sustained it, the attribute that decided it. 把理论映射到证据。在数据中展示机制:触发它的线索、维系它的强化、决定它的属性。 4 Diagnose or intervene. Use the theory to explain why (report) or to design a change (CCBC) - then predict and test the outcome. 诊断或干预。用理论解释为何(报告),或设计一项改变(CCBC) -- 然后预测并检验结果。 5 Reflect critically. What worked, what the theory missed, the ethical read. This is the postgrad layer that separates a credit from a distinction. 批判性反思。什么起了作用、理论遗漏了什么、伦理上的解读。这是把及格与优等区分开来的研究生层次。 ✓ "Apply" means mechanism, not name-drop 「应用」意味着讲清机制,而不是堆名词 Naming a theory earns almost nothing. Marks come from showing the mechanism operating in your specific case: not "this is classical conditioning," but "the jingle (CS) had been paired with the reward of the snack (US) so often that hearing it alone triggered my craving (CR) at 3pm. " 命名一条理论几乎得不到分。分数来自展示机制在你 的具体案例中运作:不是“这是经典条件反射”,而是 “那段叮当声(CS)与零食的奖励(US)配对得太频 繁,以至于到下午 3点光是听到它就触发了我的渴望 (CR)”。 ! The two killers: vague theory & no evidence 两大致命伤:理论含糊、缺乏证据 Most lost marks are one of two failures: (1) theory too loose - 'motivation' instead of 'low-perceived- relevance, low-MAO processing'; (2) assertion without evidence - a claim about a consumer with nothing observed to back it. Tie every theory to a datum. 大多数丢分都是两种失败之一:(1)理论太松 -- 用 “动机”代替“低感知相关性、低MAO 加工”;(2)断言 而无证据 -- 一个关于某消费者的论断,却没有任何 观察来支撑。把每条理论都系在一个数据点上。 MKTG6007 . Consumer Behaviour APPLIED . CCBC PLAN - APPLIED . CCBC (30%) CCBC . INDIVIDUAL . 30% The Changing Consumer Behaviour Challenge Changing Consumer Behaviour Challenge

• (2) Evaluative conditioning 评价性条件反射

  • 子类型：主要改变对 CS 的“喜欢/厌恶”（情感），不一定是生理反应。[27]Source: asksia-cheatsheet-mktg6007.pdf· Push positives above it - a bigger bar, a clearer upgrade · Upsizes / price rises - make a +10% bonus pack obvious; keep a price creep just under the JND Perceptual organisation . we integrate stimuli into the simplest, most meaningful whole, not isolated bits - an illusion or hidden-image picture only "snaps" once organised. The five threshold/sense ideas all serve one exam point: marketers engineer what consumers can & can't notice - what to amplify, what to slip under the radar. 6 . Learning Classical conditioning · pair a neutral stimulus with an unconditioned stimulus (US) that triggers an unconditioned response (UR); repetition makes the neutral cue a conditioned stimulus (CS) producing a conditioned response (CR) (Pavlov; Watson's "Little Albert"). Brands pair with liked stimuli. Evaluative conditioning . a subtype changing only liking (affect) of the CS, not a physiological response (graphic cigarette warnings = negative). Operant / instrumental . B. F. Skinner - future choices shaped by past outcomes. Reinforcement (reward -> repeat) vs punishment (negative -> avoid); no reinforcement -> little learning. Uses: free sampling/trial, sales promotions, loyalty programs, reward/avoidance ads. Cognitive / observational · incidental learning, emotional contagion, modelling others using an offering, and post-purchase learning by hypothesis- testing. CLASSICAL CONDITIONING SHAPE US - UR (food + salivation) neutral cue + US, repeated - CS CS - CR (the cue alone now triggers it) Marketing reads: reinforcement = free in-store sampling, loyalty stamps, reward ads; punishment = "what happens if you skip it" avoidance ads. No reward at all -> the behaviour fades. 7 . Memory I M3 . CH 4 Memory = persistence of learning via storage & retrieval. Three stages: Encoding > Storing > Retrieval . Encoding (input) . perceiving & processing; modes are visual, acoustic, semantic. Stores: · Sensory memory - brief sense trace (<1 s) · Working (short-term) - temporary, limited capacity · Long-term - permanent, no limit; episodic/autobiographical (nostalgia) + semantic (knowledge) Schema / brand image · salient associations link into a schema; a brand image = what a brand stands for + how favourably it's viewed. A strong schema means a single cue (a colour, a sound) pulls up the whole network.

• (3) Operant / instrumental conditioning 操作性（工具性）条件反射（Skinner）

  • 核心：未来选择被过去结果塑造
  • 关键词：reinforcement（强化：奖励→更常做） vs punishment（惩罚：负面→回避）；没有强化学习很弱。
  • 常见营销/案例：试用、促销、会员积分、忠诚度计划。
  • 典型题：咖啡 app 买 9 送 1 属于正强化（reward 跟在行为后面）。[27]Source: asksia-cheatsheet-mktg6007.pdf· Push positives above it - a bigger bar, a clearer upgrade · Upsizes / price rises - make a +10% bonus pack obvious; keep a price creep just under the JND Perceptual organisation . we integrate stimuli into the simplest, most meaningful whole, not isolated bits - an illusion or hidden-image picture only "snaps" once organised. The five threshold/sense ideas all serve one exam point: marketers engineer what consumers can & can't notice - what to amplify, what to slip under the radar. 6 . Learning Classical conditioning · pair a neutral stimulus with an unconditioned stimulus (US) that triggers an unconditioned response (UR); repetition makes the neutral cue a conditioned stimulus (CS) producing a conditioned response (CR) (Pavlov; Watson's "Little Albert"). Brands pair with liked stimuli. Evaluative conditioning . a subtype changing only liking (affect) of the CS, not a physiological response (graphic cigarette warnings = negative). Operant / instrumental . B. F. Skinner - future choices shaped by past outcomes. Reinforcement (reward -> repeat) vs punishment (negative -> avoid); no reinforcement -> little learning. Uses: free sampling/trial, sales promotions, loyalty programs, reward/avoidance ads. Cognitive / observational · incidental learning, emotional contagion, modelling others using an offering, and post-purchase learning by hypothesis- testing. CLASSICAL CONDITIONING SHAPE US - UR (food + salivation) neutral cue + US, repeated - CS CS - CR (the cue alone now triggers it) Marketing reads: reinforcement = free in-store sampling, loyalty stamps, reward ads; punishment = "what happens if you skip it" avoidance ads. No reward at all -> the behaviour fades. 7 . Memory I M3 . CH 4 Memory = persistence of learning via storage & retrieval. Three stages: Encoding > Storing > Retrieval . Encoding (input) . perceiving & processing; modes are visual, acoustic, semantic. Stores: · Sensory memory - brief sense trace (<1 s) · Working (short-term) - temporary, limited capacity · Long-term - permanent, no limit; episodic/autobiographical (nostalgia) + semantic (knowledge) Schema / brand image · salient associations link into a schema; a brand image = what a brand stands for + how favourably it's viewed. A strong schema means a single cue (a colour, a sound) pulls up the whole network.[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation

• 3.5 记忆（Memory）三段式：Encoding → Storage → Retrieval

• 定义：记忆是学习的持续性，靠存储与提取维持。[27]Source: asksia-cheatsheet-mktg6007.pdf· Push positives above it - a bigger bar, a clearer upgrade · Upsizes / price rises - make a +10% bonus pack obvious; keep a price creep just under the JND Perceptual organisation . we integrate stimuli into the simplest, most meaningful whole, not isolated bits - an illusion or hidden-image picture only "snaps" once organised. The five threshold/sense ideas all serve one exam point: marketers engineer what consumers can & can't notice - what to amplify, what to slip under the radar. 6 . Learning Classical conditioning · pair a neutral stimulus with an unconditioned stimulus (US) that triggers an unconditioned response (UR); repetition makes the neutral cue a conditioned stimulus (CS) producing a conditioned response (CR) (Pavlov; Watson's "Little Albert"). Brands pair with liked stimuli. Evaluative conditioning . a subtype changing only liking (affect) of the CS, not a physiological response (graphic cigarette warnings = negative). Operant / instrumental . B. F. Skinner - future choices shaped by past outcomes. Reinforcement (reward -> repeat) vs punishment (negative -> avoid); no reinforcement -> little learning. Uses: free sampling/trial, sales promotions, loyalty programs, reward/avoidance ads. Cognitive / observational · incidental learning, emotional contagion, modelling others using an offering, and post-purchase learning by hypothesis- testing. CLASSICAL CONDITIONING SHAPE US - UR (food + salivation) neutral cue + US, repeated - CS CS - CR (the cue alone now triggers it) Marketing reads: reinforcement = free in-store sampling, loyalty stamps, reward ads; punishment = "what happens if you skip it" avoidance ads. No reward at all -> the behaviour fades. 7 . Memory I M3 . CH 4 Memory = persistence of learning via storage & retrieval. Three stages: Encoding > Storing > Retrieval . Encoding (input) . perceiving & processing; modes are visual, acoustic, semantic. Stores: · Sensory memory - brief sense trace (<1 s) · Working (short-term) - temporary, limited capacity · Long-term - permanent, no limit; episodic/autobiographical (nostalgia) + semantic (knowledge) Schema / brand image · salient associations link into a schema; a brand image = what a brand stands for + how favourably it's viewed. A strong schema means a single cue (a colour, a sound) pulls up the whole network.

• 三阶段：Encoding（编码/输入）→ Storing（存储）→ Retrieval（提取/输出）。[27]Source: asksia-cheatsheet-mktg6007.pdf· Push positives above it - a bigger bar, a clearer upgrade · Upsizes / price rises - make a +10% bonus pack obvious; keep a price creep just under the JND Perceptual organisation . we integrate stimuli into the simplest, most meaningful whole, not isolated bits - an illusion or hidden-image picture only "snaps" once organised. The five threshold/sense ideas all serve one exam point: marketers engineer what consumers can & can't notice - what to amplify, what to slip under the radar. 6 . Learning Classical conditioning · pair a neutral stimulus with an unconditioned stimulus (US) that triggers an unconditioned response (UR); repetition makes the neutral cue a conditioned stimulus (CS) producing a conditioned response (CR) (Pavlov; Watson's "Little Albert"). Brands pair with liked stimuli. Evaluative conditioning . a subtype changing only liking (affect) of the CS, not a physiological response (graphic cigarette warnings = negative). Operant / instrumental . B. F. Skinner - future choices shaped by past outcomes. Reinforcement (reward -> repeat) vs punishment (negative -> avoid); no reinforcement -> little learning. Uses: free sampling/trial, sales promotions, loyalty programs, reward/avoidance ads. Cognitive / observational · incidental learning, emotional contagion, modelling others using an offering, and post-purchase learning by hypothesis- testing. CLASSICAL CONDITIONING SHAPE US - UR (food + salivation) neutral cue + US, repeated - CS CS - CR (the cue alone now triggers it) Marketing reads: reinforcement = free in-store sampling, loyalty stamps, reward ads; punishment = "what happens if you skip it" avoidance ads. No reward at all -> the behaviour fades. 7 . Memory I M3 . CH 4 Memory = persistence of learning via storage & retrieval. Three stages: Encoding > Storing > Retrieval . Encoding (input) . perceiving & processing; modes are visual, acoustic, semantic. Stores: · Sensory memory - brief sense trace (<1 s) · Working (short-term) - temporary, limited capacity · Long-term - permanent, no limit; episodic/autobiographical (nostalgia) + semantic (knowledge) Schema / brand image · salient associations link into a schema; a brand image = what a brand stands for + how favourably it's viewed. A strong schema means a single cue (a colour, a sound) pulls up the whole network.

• 遗忘原因（常用来诊断 campaign 为什么“看过但记不住”）：

  • 衰退（decay）、干扰（interference）、系列位置效应造成的“中间下陷”；还会出现重构性记忆与错误提取。[6]Source: asksia-bible-mktg6007-bilingual.pdfThe serial-position effect 系列位置效应 In a sequence, the first items (primacy) and the last items (recency) are remembered best; the middle sags. Practical upshot: lead with your key information and close on it - strong subject lines and strong closers, brand name early and late, the headline claim first and the call-to-action last. 在一个序列里,最前的项目(首因)和最后的项目(近因) 记得最牢;中间则下陷。实用结论:用关键信息开头,再用 它收尾 -- 强有力的标题与强有力的结尾,品牌名要早出现 也要晚出现,主打主张放最前、行动号召放最后。 MKTG6007 . Consumer Behaviour ✓ Elaboration beats rehearsal 精细加工胜过单纯复述 Rote repetition holds info briefly; elaboration - connecting it to what you already know - lodges it for good. Novelty and moderate humour force elaboration, which is why a surprising ad out- remembers a dull repeated one. 死记硬背只能短暂保存信息;精细加工 -- 把它与你 已知的东西联系起来 -- 才能让它扎根永久。新奇与 适度的幽默会强制精细加工,这就是为何一则出人意 料的广告比一则乏味重复的广告更让人记住。 i Why we forget & mis-remember 我们为什么会遗忘与错记 Retrieval fails through decay, interference (competing memories) and serial-position gaps; and memories are reconstructive - people choose, confuse and distort them (false memories). Retrieval is helped by salient cues: brand name, logo, packaging, the Coke contour bottle, Apple's white earbuds. 提取会因衰退、干扰(相互竞争的记忆)和序列位置 缺口而失败;而且记忆是重构性的 -- 人们会选择、 混淆并扭曲它们(虚假记忆)。提取可借助显著的线索 而得到帮助:品牌名、标志、包装、可口可乐的曲线 瓶、苹果的白色耳机。 ★ Apply it in your CCBC / report 在你的 CCBC/ 报告中运用它 These are concrete design levers. In the report, prescribe chunking a cluttered message, recirculating one consistent slogan, and exploiting serial position (key claim first & last). In the CCBC, use the same tools on yourself: chunk a new routine into a memorable cue, rehearse it, and place the hardest step where primacy/recency protect it. The marker wants the named mechanism beside the evidence - "I used recirculation (daily reminder) and serial position (key action first)" beats "I reminded myself a lot. " 这些都是具体的设计杠杆。在报告中,开出分块处理杂乱信息、再循环一句一致的口号、并利用序列位置(关键主张放 在首尾)的处方。在 CCBC中,把同样的工具用在自己身上:把一个新例程分块成一个好记的线索、加以排练,并把最 难的一步放在首因/近因效应能保护它的位置。评分者想要的是命名了的机制紧挨着证据 -- “我用了再循环(每日提醒) 与序列位置(关键动作放最前)”胜过“我没少提醒自己”。 MKTG6007 . Consumer Behaviour MOTIVATION . NEEDS PSYCHOLOGICAL CORE - CHAPTER . MOTIVATION What drives a consumer to act 是什么驱动消费者行动 Needs . Maslow's hierarchy . motivational conflicts . the means-end chain 需要 · Maslow 需要层次 · 动机冲突 · 手段一目的链 Every purchase starts with a felt gap. Motivation is the inner drive that energises and directs behaviour toward closing that gap - and it is the first of the course's three engines (Motivation, Ability, Opportunity). Marketers cannot manufacture a need from nothing, but they can activate a latent one, raise the ideal it points to, and aim a message at the right level of human striving. 每一次购买都始于一道感知到的差距。Motivation 是那股驱动并引导行为去弥合该差距的内在动力 -- 它是本课三大引擎 (Motivation、Ability、Opportunity)中的第一个。营销者无法凭空制造一个需要,但能激活一个潜伏的需要、抬高它所指 向的理想,并把信息对准人类奋斗的恰当层级。 - i Why this chapter matters in MKTG6007 为什么这一章在MKTG6007 里很重要 There is no exam - you are graded on applying theory to real brands (the LookBook, the group report, the behaviour-change challenge). So the test here is not "can you name Maslow's tiers?" but "can you read a campaign and say which need it targets and why?" Treat every model below as a diagnostic lens, not a list to memorise. 没有考试 -- 你的成绩取决于把理论应用到真实品牌上(LookBook、小组报告、行为改变挑战)。所以这里的检验不是 “你能否说出 Maslow 的层级?”,而是“你能否读懂一场营销活动,说出它瞄准哪种需求、为什么?”把下文每一个模型 都当作一面诊断透镜,而非一张要背诵的清单。 1. 1 A need is a gap 1. 1 需要是一种差距

• 四个“让人记住”的杠杆（你在报告/LookBook/CCBC 都能用）：

  • Chunking（分块）
  • Rehearsal（复述/重复）
  • Recirculation（再循环/持续曝光）
  • Elaboration（精细加工：把新信息连到旧知识，比死记硬背更有效）[6]Source: asksia-bible-mktg6007-bilingual.pdfThe serial-position effect 系列位置效应 In a sequence, the first items (primacy) and the last items (recency) are remembered best; the middle sags. Practical upshot: lead with your key information and close on it - strong subject lines and strong closers, brand name early and late, the headline claim first and the call-to-action last. 在一个序列里,最前的项目(首因)和最后的项目(近因) 记得最牢;中间则下陷。实用结论:用关键信息开头,再用 它收尾 -- 强有力的标题与强有力的结尾,品牌名要早出现 也要晚出现,主打主张放最前、行动号召放最后。 MKTG6007 . Consumer Behaviour ✓ Elaboration beats rehearsal 精细加工胜过单纯复述 Rote repetition holds info briefly; elaboration - connecting it to what you already know - lodges it for good. Novelty and moderate humour force elaboration, which is why a surprising ad out- remembers a dull repeated one. 死记硬背只能短暂保存信息;精细加工 -- 把它与你 已知的东西联系起来 -- 才能让它扎根永久。新奇与 适度的幽默会强制精细加工,这就是为何一则出人意 料的广告比一则乏味重复的广告更让人记住。 i Why we forget & mis-remember 我们为什么会遗忘与错记 Retrieval fails through decay, interference (competing memories) and serial-position gaps; and memories are reconstructive - people choose, confuse and distort them (false memories). Retrieval is helped by salient cues: brand name, logo, packaging, the Coke contour bottle, Apple's white earbuds. 提取会因衰退、干扰(相互竞争的记忆)和序列位置 缺口而失败;而且记忆是重构性的 -- 人们会选择、 混淆并扭曲它们(虚假记忆)。提取可借助显著的线索 而得到帮助:品牌名、标志、包装、可口可乐的曲线 瓶、苹果的白色耳机。 ★ Apply it in your CCBC / report 在你的 CCBC/ 报告中运用它 These are concrete design levers. In the report, prescribe chunking a cluttered message, recirculating one consistent slogan, and exploiting serial position (key claim first & last). In the CCBC, use the same tools on yourself: chunk a new routine into a memorable cue, rehearse it, and place the hardest step where primacy/recency protect it. The marker wants the named mechanism beside the evidence - "I used recirculation (daily reminder) and serial position (key action first)" beats "I reminded myself a lot. " 这些都是具体的设计杠杆。在报告中,开出分块处理杂乱信息、再循环一句一致的口号、并利用序列位置(关键主张放 在首尾)的处方。在 CCBC中,把同样的工具用在自己身上:把一个新例程分块成一个好记的线索、加以排练,并把最 难的一步放在首因/近因效应能保护它的位置。评分者想要的是命名了的机制紧挨着证据 -- “我用了再循环(每日提醒) 与序列位置(关键动作放最前)”胜过“我没少提醒自己”。 MKTG6007 . Consumer Behaviour MOTIVATION . NEEDS PSYCHOLOGICAL CORE - CHAPTER . MOTIVATION What drives a consumer to act 是什么驱动消费者行动 Needs . Maslow's hierarchy . motivational conflicts . the means-end chain 需要 · Maslow 需要层次 · 动机冲突 · 手段一目的链 Every purchase starts with a felt gap. Motivation is the inner drive that energises and directs behaviour toward closing that gap - and it is the first of the course's three engines (Motivation, Ability, Opportunity). Marketers cannot manufacture a need from nothing, but they can activate a latent one, raise the ideal it points to, and aim a message at the right level of human striving. 每一次购买都始于一道感知到的差距。Motivation 是那股驱动并引导行为去弥合该差距的内在动力 -- 它是本课三大引擎 (Motivation、Ability、Opportunity)中的第一个。营销者无法凭空制造一个需要,但能激活一个潜伏的需要、抬高它所指 向的理想,并把信息对准人类奋斗的恰当层级。 - i Why this chapter matters in MKTG6007 为什么这一章在MKTG6007 里很重要 There is no exam - you are graded on applying theory to real brands (the LookBook, the group report, the behaviour-change challenge). So the test here is not "can you name Maslow's tiers?" but "can you read a campaign and say which need it targets and why?" Treat every model below as a diagnostic lens, not a list to memorise. 没有考试 -- 你的成绩取决于把理论应用到真实品牌上(LookBook、小组报告、行为改变挑战)。所以这里的检验不是 “你能否说出 Maslow 的层级?”,而是“你能否读懂一场营销活动,说出它瞄准哪种需求、为什么?”把下文每一个模型 都当作一面诊断透镜,而非一张要背诵的清单。 1. 1 A need is a gap 1. 1 需要是一种差距[25]Source: asksia-cheatsheet-mktg6007.pdf· Decay . fading over time · Serial-position effect . first + last items best recalled - lead & close with key info Retrieval errors: we choose, confuse & distort memories (false memories). Boost retrieval - four levers: · Salient stimulus - be the category prototype (pioneer/leader brands); co-brand only where the fit makes sense 8 · 6 Attitude Traits M4 . BRIDGE TO SIDE 2 An attitude = an overall evaluation (like/dislike) of an object/issue/action; learned, guides behaviour. Six traits taught explicitly: Favourability . Accessibility . Confidence . Persistence . Resistance . Ambivalence. These predict whether an attitude will actually drive behaviour (see Side 2, ELM & TORA/TOPB) - an accessible, confident, specific attitude predicts best. Ambivalence (holding both like & dislike) makes an attitude shaky & easy to flip - a target for persuasion. 8b . Side 1 - Side 2 THE HANDOFF Everything so far is how stimuli reach & lodge in the consumer. Side 2 takes the next step: how stored beliefs & feelings become an attitude, how it (or a shortcut) drives a decision, and how other people shape both - with the high/low-effort lens still running. 9 . Concept Quick-Map NAME IT FAST For the quiz & the LookBook, the win is naming the artefact with the exact term - fast recognition, not recall: YOU SEE . . . CONCEPT shelf placement exposure / field of vision "50% OFF" feels normal habituation quiet shrink of a bar

• Serial-position effect（系列位置效应）：

  • 首因+近因最好记，中间最弱；应用：关键信息开头说、结尾再说；品牌名早出现也晚出现；主张先放、CTA 最后放。[6]Source: asksia-bible-mktg6007-bilingual.pdfThe serial-position effect 系列位置效应 In a sequence, the first items (primacy) and the last items (recency) are remembered best; the middle sags. Practical upshot: lead with your key information and close on it - strong subject lines and strong closers, brand name early and late, the headline claim first and the call-to-action last. 在一个序列里,最前的项目(首因)和最后的项目(近因) 记得最牢;中间则下陷。实用结论:用关键信息开头,再用 它收尾 -- 强有力的标题与强有力的结尾,品牌名要早出现 也要晚出现,主打主张放最前、行动号召放最后。 MKTG6007 . Consumer Behaviour ✓ Elaboration beats rehearsal 精细加工胜过单纯复述 Rote repetition holds info briefly; elaboration - connecting it to what you already know - lodges it for good. Novelty and moderate humour force elaboration, which is why a surprising ad out- remembers a dull repeated one. 死记硬背只能短暂保存信息;精细加工 -- 把它与你 已知的东西联系起来 -- 才能让它扎根永久。新奇与 适度的幽默会强制精细加工,这就是为何一则出人意 料的广告比一则乏味重复的广告更让人记住。 i Why we forget & mis-remember 我们为什么会遗忘与错记 Retrieval fails through decay, interference (competing memories) and serial-position gaps; and memories are reconstructive - people choose, confuse and distort them (false memories). Retrieval is helped by salient cues: brand name, logo, packaging, the Coke contour bottle, Apple's white earbuds. 提取会因衰退、干扰(相互竞争的记忆)和序列位置 缺口而失败;而且记忆是重构性的 -- 人们会选择、 混淆并扭曲它们(虚假记忆)。提取可借助显著的线索 而得到帮助:品牌名、标志、包装、可口可乐的曲线 瓶、苹果的白色耳机。 ★ Apply it in your CCBC / report 在你的 CCBC/ 报告中运用它 These are concrete design levers. In the report, prescribe chunking a cluttered message, recirculating one consistent slogan, and exploiting serial position (key claim first & last). In the CCBC, use the same tools on yourself: chunk a new routine into a memorable cue, rehearse it, and place the hardest step where primacy/recency protect it. The marker wants the named mechanism beside the evidence - "I used recirculation (daily reminder) and serial position (key action first)" beats "I reminded myself a lot. " 这些都是具体的设计杠杆。在报告中,开出分块处理杂乱信息、再循环一句一致的口号、并利用序列位置(关键主张放 在首尾)的处方。在 CCBC中,把同样的工具用在自己身上:把一个新例程分块成一个好记的线索、加以排练,并把最 难的一步放在首因/近因效应能保护它的位置。评分者想要的是命名了的机制紧挨着证据 -- “我用了再循环(每日提醒) 与序列位置(关键动作放最前)”胜过“我没少提醒自己”。 MKTG6007 . Consumer Behaviour MOTIVATION . NEEDS PSYCHOLOGICAL CORE - CHAPTER . MOTIVATION What drives a consumer to act 是什么驱动消费者行动 Needs . Maslow's hierarchy . motivational conflicts . the means-end chain 需要 · Maslow 需要层次 · 动机冲突 · 手段一目的链 Every purchase starts with a felt gap. Motivation is the inner drive that energises and directs behaviour toward closing that gap - and it is the first of the course's three engines (Motivation, Ability, Opportunity). Marketers cannot manufacture a need from nothing, but they can activate a latent one, raise the ideal it points to, and aim a message at the right level of human striving. 每一次购买都始于一道感知到的差距。Motivation 是那股驱动并引导行为去弥合该差距的内在动力 -- 它是本课三大引擎 (Motivation、Ability、Opportunity)中的第一个。营销者无法凭空制造一个需要,但能激活一个潜伏的需要、抬高它所指 向的理想,并把信息对准人类奋斗的恰当层级。 - i Why this chapter matters in MKTG6007 为什么这一章在MKTG6007 里很重要 There is no exam - you are graded on applying theory to real brands (the LookBook, the group report, the behaviour-change challenge). So the test here is not "can you name Maslow's tiers?" but "can you read a campaign and say which need it targets and why?" Treat every model below as a diagnostic lens, not a list to memorise. 没有考试 -- 你的成绩取决于把理论应用到真实品牌上(LookBook、小组报告、行为改变挑战)。所以这里的检验不是 “你能否说出 Maslow 的层级?”,而是“你能否读懂一场营销活动,说出它瞄准哪种需求、为什么?”把下文每一个模型 都当作一面诊断透镜,而非一张要背诵的清单。 1. 1 A need is a gap 1. 1 需要是一种差距[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation

• 4）各大任务怎么“复习”（你要的是：拿分点 + 最常见翻车点）

• 4.1 CCBC（30%）— 你的“期末主战场”

• 任务本质（转述）：选一个你自己的消费行为，在学期内改变/尝试，记录过程，写成“mock blog post”，并用 CB 理论解释整个过程。[10]Source: asksia-bible-mktg6007-bilingual.pdfBe your own consumer experiment - then write it up as CB theory 把自己当成一场消费者实验 -- 再用 CB 理论把它写出来 TL;DR. The CCBC (paraphrased) asks you to change one of your own consumption behaviours - or try a new one - over the semester, document the journey, then produce a mock blog post that interprets the whole experience through CB theory. It is the biggest single mark (30%) and the purest test of LO7: applying CB knowledge to a real consumer - you. 太长不看。CCBC(转述)要求你在整个学期内改变自己的一种消费行为 -- 或尝试一种新行为 -- 并记录这段历程,然后产 出一篇透过 CB 理论解读整段经历的模拟博客文章。它是单项分值最大的作业(30%),也是对LO7 最纯粹的检验:将 CB 知识应用于一个真实的消费者 -- 你自己。 A. 2 Picking a behaviour A. 2 挑选一项行为 The behaviour is the experiment's foundation - choose badly and no theory will save it. Good candidates (the brief suggests cutting spend, eating healthier, reducing social media / sugar / alcohol, shopping more locally, exercising more): 行为是这场实验的根基 -- 选错了,再多理论也救不了。理 想的候选行为(任务说明建议:削减开支、更健康饮食、减 少社交媒体/糖/酒精、更多在本地消费、增加锻炼): - Genuinely yours & habitual - a real repeated behaviour, so you can study the learning that built it. 真正属于你且习惯性的 -- 一个真实重复的行为,这样你才 能研究构建起它的那段学习。 - Observable & measurable - you can count it (cups/day, $/week, screen minutes), so you have evidence, not vibes. 可观察且可衡量的 -- 你能数得出来(每天几杯、每周几 元、屏幕分钟数),这样你才有证据,而非感觉。 - Theory-rich - it touches several constructs (a cue, a reward, an attitude, a decision rule) so you can apply the whole unit, not one chapter. 理论丰富的 -- 它触及多个构念(一个线索、一个奖励、一 个态度、一条决策规则),这样你才能应用整个单元,而非 单独一章。 → Achievable in the window - changeable across the semester; not a once-a-year purchase. ! Don't pick a behaviour with no theory in it 别挑一个里面没有理论的行为 "I switched my phone case" is a behaviour, but there is almost no CB mechanism to analyse. Pick something with a visible cue-routine-reward loop and an attitude attached - that is what gives you 1,000+ words of real CB analysis instead of filler. “我换了手机壳”是一个行为,但几乎没有可供分析的 CB 机制。挑一件带有可见线索一例程一奖励循环、并 附着一个态度的事 -- 这才能给你 1,000 字以上的真 正 CB 分析,而非凑字数。 i It is an n=1 self-experiment, and that is fine 这是一项 n=1的自我实验,而这完全没问题 You are not running a survey. The unit of analysis is one consumer, observed deeply. Rigour comes from honest, dated evidence and tight theory - not sample size. 你不是在做问卷调查。分析单位是一位被深入观察的 消费者。严谨性来自诚实、带日期的证据与紧凑的理 论 -- 而非样本量。 MKTG6007 . Consumer Behaviour 在时间窗内可达成的 -- 能在整个学期里改变;不是一年一 次的购买。 MAP IT TO THEORY This is where the marks are. Walk the behaviour through the CB machinery - you do not need all of these, but a strong CCBC weaves three or four together. 分数就在这里。把行为放进 CB 的机器里走一遍 -- 你不必用上全部,但一份出色的CCBC 会把三到四个编织在一起。 Lens Ask of your behaviour Core constructs to deploy Motivation (MAO) Why did I do it? What blocked change?[13]Source: asksia-bible-mktg6007-bilingual.pdf- A dated log. A simple daily tally + a one-line note on the cue, the feeling, the context. This is your raw data. - 一份带日期的记录。简单的每日计数+一行关于线索、感 受、情境的笔记。这就是你的原始数据。 - Triggers & lapses. Record relapses honestly - a relapse is data, usually a reinforcement or situational-override story. 触发点与失误。诚实记录复发 -- 一次复发就是数据,通常 是一个关于强化或情境压倒的故事。 - Numbers + narrative. A small chart (cups/week falling) plus the felt experience - thought-based and feelings-based satisfaction. 数字+叙事。一张小图表(每周杯数在下降)加上所感受 到的体验 -- 既基于想法又基于感受的满意度。 i Quantify even a little 哪怕只能量化一点点也要量化 "Coffee fell from 21 to 6 cups/week over five weeks" beats "I drank less coffee" every time. A tiny table or sparkline is evidence; an adjective is not. The disconfirmation paradigm needs an expectation and a measured outcome to compare. “咖啡在五周内从每周21杯降到6杯”每一次都胜过 “我少喝了咖啡”。一张小表格或迷你折线图是证据; 一个形容词不是。期望失验范式需要一个期望和一个 被测量的结果来作比较。 ! Honesty outscores a clean win 诚实比一场漂亮的胜利更能得分 A failed or partial change, analysed well, scores higher than a suspiciously perfect success with no mechanism. Markers reward CB insight, not willpower - explain the relapse with theory. 一次失败或部分成功的改变,若分析得当,得分会高 于一次没有机制、好得可疑的完美成功。评分者奖励 的是 CB 洞察,而非意志力 -- 请用理论解释那次复 发。 A. 4 Structuring the write-up A. 4 搭建写作结构 It is a mock blog post - readable and personal, but theory-dense and referenced (APA 7). A reliable spine: 它是一篇模拟博客文章 -- 可读、个人化,但理论密集且有引用(APA 7)。一条可靠的主线: 1 Hook + the behaviour. Open with the relatable problem and your baseline. State exactly what you set out to change and why (frame it as an actual-ideal-state gap). MKTG6007 . Consumer Behaviour 钩子+行为。以那个让人有共鸣的问题和你的基线开篇。准确说明你打算改变什么、为什么(把它框定为一道实际一理想状 态差距)。 2 The CB diagnosis. Explain how the behaviour was built - the learning history, the attitudes, the MAO conditions. This is theory, applied to you. CB 诊断。解释这一行为是如何被建立起来的 -- 学习史、态度、MAO条件。这就是理论,应用到你自己身上。 3 The intervention & the journey. What you changed and the CB rationale (cue control, re-routing the attitude, lowering perceived effort). Walk the dated evidence, lapses included. 干预与历程。你改变了什么及其 CB 依据(线索控制、给态度改道、降低感知努力)。走一遍带日期的证据,把失误也包括进 来。 4 Outcome via theory. Did it work? Read the result through the disconfirmation paradigm, dissonance/regret, reinforcement. Show the mechanism, not just the score. 透过理论看结果。它奏效了吗?透过期望失验范式、失调/后悔、强化来解读结果。展示机制,而不只是分数。 5 Critical reflection. What the theory predicted, where it fell short, the ethical angle, and what you'd do next. The distinction-level layer.
• 选行为的三条硬标准（决定你能不能写出 1000+ 字的分析）：[10]Source: asksia-bible-mktg6007-bilingual.pdfBe your own consumer experiment - then write it up as CB theory 把自己当成一场消费者实验 -- 再用 CB 理论把它写出来 TL;DR. The CCBC (paraphrased) asks you to change one of your own consumption behaviours - or try a new one - over the semester, document the journey, then produce a mock blog post that interprets the whole experience through CB theory. It is the biggest single mark (30%) and the purest test of LO7: applying CB knowledge to a real consumer - you. 太长不看。CCBC(转述)要求你在整个学期内改变自己的一种消费行为 -- 或尝试一种新行为 -- 并记录这段历程,然后产 出一篇透过 CB 理论解读整段经历的模拟博客文章。它是单项分值最大的作业(30%),也是对LO7 最纯粹的检验:将 CB 知识应用于一个真实的消费者 -- 你自己。 A. 2 Picking a behaviour A. 2 挑选一项行为 The behaviour is the experiment's foundation - choose badly and no theory will save it. Good candidates (the brief suggests cutting spend, eating healthier, reducing social media / sugar / alcohol, shopping more locally, exercising more): 行为是这场实验的根基 -- 选错了,再多理论也救不了。理 想的候选行为(任务说明建议:削减开支、更健康饮食、减 少社交媒体/糖/酒精、更多在本地消费、增加锻炼): - Genuinely yours & habitual - a real repeated behaviour, so you can study the learning that built it. 真正属于你且习惯性的 -- 一个真实重复的行为,这样你才 能研究构建起它的那段学习。 - Observable & measurable - you can count it (cups/day, $/week, screen minutes), so you have evidence, not vibes. 可观察且可衡量的 -- 你能数得出来(每天几杯、每周几 元、屏幕分钟数),这样你才有证据,而非感觉。 - Theory-rich - it touches several constructs (a cue, a reward, an attitude, a decision rule) so you can apply the whole unit, not one chapter. 理论丰富的 -- 它触及多个构念(一个线索、一个奖励、一 个态度、一条决策规则),这样你才能应用整个单元,而非 单独一章。 → Achievable in the window - changeable across the semester; not a once-a-year purchase. ! Don't pick a behaviour with no theory in it 别挑一个里面没有理论的行为 "I switched my phone case" is a behaviour, but there is almost no CB mechanism to analyse. Pick something with a visible cue-routine-reward loop and an attitude attached - that is what gives you 1,000+ words of real CB analysis instead of filler. “我换了手机壳”是一个行为,但几乎没有可供分析的 CB 机制。挑一件带有可见线索一例程一奖励循环、并 附着一个态度的事 -- 这才能给你 1,000 字以上的真 正 CB 分析,而非凑字数。 i It is an n=1 self-experiment, and that is fine 这是一项 n=1的自我实验,而这完全没问题 You are not running a survey. The unit of analysis is one consumer, observed deeply. Rigour comes from honest, dated evidence and tight theory - not sample size. 你不是在做问卷调查。分析单位是一位被深入观察的 消费者。严谨性来自诚实、带日期的证据与紧凑的理 论 -- 而非样本量。 MKTG6007 . Consumer Behaviour 在时间窗内可达成的 -- 能在整个学期里改变;不是一年一 次的购买。 MAP IT TO THEORY This is where the marks are. Walk the behaviour through the CB machinery - you do not need all of these, but a strong CCBC weaves three or four together. 分数就在这里。把行为放进 CB 的机器里走一遍 -- 你不必用上全部,但一份出色的CCBC 会把三到四个编织在一起。 Lens Ask of your behaviour Core constructs to deploy Motivation (MAO) Why did I do it? What blocked change?
  • 真正是你的、重复出现的习惯（能分析学习史）
  • 可观察可量化（杯数/花费/分钟数 → 证据）
  • 理论丰富（有线索、有奖励、有态度或决策规则）
  • 反例：一次性的、没机制的行为（例如“我换手机壳”）会让你只能凑字数。[10]Source: asksia-bible-mktg6007-bilingual.pdfBe your own consumer experiment - then write it up as CB theory 把自己当成一场消费者实验 -- 再用 CB 理论把它写出来 TL;DR. The CCBC (paraphrased) asks you to change one of your own consumption behaviours - or try a new one - over the semester, document the journey, then produce a mock blog post that interprets the whole experience through CB theory. It is the biggest single mark (30%) and the purest test of LO7: applying CB knowledge to a real consumer - you. 太长不看。CCBC(转述)要求你在整个学期内改变自己的一种消费行为 -- 或尝试一种新行为 -- 并记录这段历程,然后产 出一篇透过 CB 理论解读整段经历的模拟博客文章。它是单项分值最大的作业(30%),也是对LO7 最纯粹的检验:将 CB 知识应用于一个真实的消费者 -- 你自己。 A. 2 Picking a behaviour A. 2 挑选一项行为 The behaviour is the experiment's foundation - choose badly and no theory will save it. Good candidates (the brief suggests cutting spend, eating healthier, reducing social media / sugar / alcohol, shopping more locally, exercising more): 行为是这场实验的根基 -- 选错了,再多理论也救不了。理 想的候选行为(任务说明建议:削减开支、更健康饮食、减 少社交媒体/糖/酒精、更多在本地消费、增加锻炼): - Genuinely yours & habitual - a real repeated behaviour, so you can study the learning that built it. 真正属于你且习惯性的 -- 一个真实重复的行为,这样你才 能研究构建起它的那段学习。 - Observable & measurable - you can count it (cups/day, $/week, screen minutes), so you have evidence, not vibes. 可观察且可衡量的 -- 你能数得出来(每天几杯、每周几 元、屏幕分钟数),这样你才有证据,而非感觉。 - Theory-rich - it touches several constructs (a cue, a reward, an attitude, a decision rule) so you can apply the whole unit, not one chapter. 理论丰富的 -- 它触及多个构念(一个线索、一个奖励、一 个态度、一条决策规则),这样你才能应用整个单元,而非 单独一章。 → Achievable in the window - changeable across the semester; not a once-a-year purchase. ! Don't pick a behaviour with no theory in it 别挑一个里面没有理论的行为 "I switched my phone case" is a behaviour, but there is almost no CB mechanism to analyse. Pick something with a visible cue-routine-reward loop and an attitude attached - that is what gives you 1,000+ words of real CB analysis instead of filler. “我换了手机壳”是一个行为,但几乎没有可供分析的 CB 机制。挑一件带有可见线索一例程一奖励循环、并 附着一个态度的事 -- 这才能给你 1,000 字以上的真 正 CB 分析,而非凑字数。 i It is an n=1 self-experiment, and that is fine 这是一项 n=1的自我实验,而这完全没问题 You are not running a survey. The unit of analysis is one consumer, observed deeply. Rigour comes from honest, dated evidence and tight theory - not sample size. 你不是在做问卷调查。分析单位是一位被深入观察的 消费者。严谨性来自诚实、带日期的证据与紧凑的理 论 -- 而非样本量。 MKTG6007 . Consumer Behaviour 在时间窗内可达成的 -- 能在整个学期里改变;不是一年一 次的购买。 MAP IT TO THEORY This is where the marks are. Walk the behaviour through the CB machinery - you do not need all of these, but a strong CCBC weaves three or four together. 分数就在这里。把行为放进 CB 的机器里走一遍 -- 你不必用上全部,但一份出色的CCBC 会把三到四个编织在一起。 Lens Ask of your behaviour Core constructs to deploy Motivation (MAO) Why did I do it? What blocked change?
• CCBC 写作“可靠主线（5段骨架）”：[13]Source: asksia-bible-mktg6007-bilingual.pdf- A dated log. A simple daily tally + a one-line note on the cue, the feeling, the context. This is your raw data. - 一份带日期的记录。简单的每日计数+一行关于线索、感 受、情境的笔记。这就是你的原始数据。 - Triggers & lapses. Record relapses honestly - a relapse is data, usually a reinforcement or situational-override story. 触发点与失误。诚实记录复发 -- 一次复发就是数据,通常 是一个关于强化或情境压倒的故事。 - Numbers + narrative. A small chart (cups/week falling) plus the felt experience - thought-based and feelings-based satisfaction. 数字+叙事。一张小图表(每周杯数在下降)加上所感受 到的体验 -- 既基于想法又基于感受的满意度。 i Quantify even a little 哪怕只能量化一点点也要量化 "Coffee fell from 21 to 6 cups/week over five weeks" beats "I drank less coffee" every time. A tiny table or sparkline is evidence; an adjective is not. The disconfirmation paradigm needs an expectation and a measured outcome to compare. “咖啡在五周内从每周21杯降到6杯”每一次都胜过 “我少喝了咖啡”。一张小表格或迷你折线图是证据; 一个形容词不是。期望失验范式需要一个期望和一个 被测量的结果来作比较。 ! Honesty outscores a clean win 诚实比一场漂亮的胜利更能得分 A failed or partial change, analysed well, scores higher than a suspiciously perfect success with no mechanism. Markers reward CB insight, not willpower - explain the relapse with theory. 一次失败或部分成功的改变,若分析得当,得分会高 于一次没有机制、好得可疑的完美成功。评分者奖励 的是 CB 洞察,而非意志力 -- 请用理论解释那次复 发。 A. 4 Structuring the write-up A. 4 搭建写作结构 It is a mock blog post - readable and personal, but theory-dense and referenced (APA 7). A reliable spine: 它是一篇模拟博客文章 -- 可读、个人化,但理论密集且有引用(APA 7)。一条可靠的主线: 1 Hook + the behaviour. Open with the relatable problem and your baseline. State exactly what you set out to change and why (frame it as an actual-ideal-state gap). MKTG6007 . Consumer Behaviour 钩子+行为。以那个让人有共鸣的问题和你的基线开篇。准确说明你打算改变什么、为什么(把它框定为一道实际一理想状 态差距)。 2 The CB diagnosis. Explain how the behaviour was built - the learning history, the attitudes, the MAO conditions. This is theory, applied to you. CB 诊断。解释这一行为是如何被建立起来的 -- 学习史、态度、MAO条件。这就是理论,应用到你自己身上。 3 The intervention & the journey. What you changed and the CB rationale (cue control, re-routing the attitude, lowering perceived effort). Walk the dated evidence, lapses included. 干预与历程。你改变了什么及其 CB 依据(线索控制、给态度改道、降低感知努力)。走一遍带日期的证据,把失误也包括进 来。 4 Outcome via theory. Did it work? Read the result through the disconfirmation paradigm, dissonance/regret, reinforcement. Show the mechanism, not just the score. 透过理论看结果。它奏效了吗?透过期望失验范式、失调/后悔、强化来解读结果。展示机制,而不只是分数。 5 Critical reflection. What the theory predicted, where it fell short, the ethical angle, and what you'd do next. The distinction-level layer.
  • 1）Hook + baseline：用 actual–ideal gap 开头，写清“要改什么&为什么”
  • 2）CB diagnosis：学习史、态度、MAO 条件（把理论落到“我”）
  • 3）Intervention + journey：你改了什么，为什么（cue control、reinforcement、降低感知努力等），附 dated evidence（包括复发）
  • 4）Outcome via theory：用 disconfirmation / dissonance-regret / reinforcement 解释结果（机制，不是分数）
  • 5）Critical reflection + ethics：理论预测了什么、漏了什么、伦理怎么读、下一步怎么做
• 最稳的“理论脊梁（cheatsheet给的串法）”：[20]Source: asksia-cheatsheet-mktg6007.pdf30% · INDIVIDUAL A self-experiment: change one personal behaviour (spend less, eat healthier, cut social media/sugar), then interpret the journey through CB theory in a mock blog post. CCBC THEORY SPINE 1 frame the gap - actual vs ideal self (need) 2 model intention - TOPB (attitude + norm + control) 3 drive change - operant reinforcement + cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955
  • gap（actual vs ideal self / need）→ TOPB（意图）→ operant reinforcement + cue management（推动改变）→ dissonance/regret + satisfaction（反思）
• 证据要求（你现在就能立刻开始做）：[13]Source: asksia-bible-mktg6007-bilingual.pdf- A dated log. A simple daily tally + a one-line note on the cue, the feeling, the context. This is your raw data. - 一份带日期的记录。简单的每日计数+一行关于线索、感 受、情境的笔记。这就是你的原始数据。 - Triggers & lapses. Record relapses honestly - a relapse is data, usually a reinforcement or situational-override story. 触发点与失误。诚实记录复发 -- 一次复发就是数据,通常 是一个关于强化或情境压倒的故事。 - Numbers + narrative. A small chart (cups/week falling) plus the felt experience - thought-based and feelings-based satisfaction. 数字+叙事。一张小图表(每周杯数在下降)加上所感受 到的体验 -- 既基于想法又基于感受的满意度。 i Quantify even a little 哪怕只能量化一点点也要量化 "Coffee fell from 21 to 6 cups/week over five weeks" beats "I drank less coffee" every time. A tiny table or sparkline is evidence; an adjective is not. The disconfirmation paradigm needs an expectation and a measured outcome to compare. “咖啡在五周内从每周21杯降到6杯”每一次都胜过 “我少喝了咖啡”。一张小表格或迷你折线图是证据; 一个形容词不是。期望失验范式需要一个期望和一个 被测量的结果来作比较。 ! Honesty outscores a clean win 诚实比一场漂亮的胜利更能得分 A failed or partial change, analysed well, scores higher than a suspiciously perfect success with no mechanism. Markers reward CB insight, not willpower - explain the relapse with theory. 一次失败或部分成功的改变,若分析得当,得分会高 于一次没有机制、好得可疑的完美成功。评分者奖励 的是 CB 洞察,而非意志力 -- 请用理论解释那次复 发。 A. 4 Structuring the write-up A. 4 搭建写作结构 It is a mock blog post - readable and personal, but theory-dense and referenced (APA 7). A reliable spine: 它是一篇模拟博客文章 -- 可读、个人化,但理论密集且有引用(APA 7)。一条可靠的主线: 1 Hook + the behaviour. Open with the relatable problem and your baseline. State exactly what you set out to change and why (frame it as an actual-ideal-state gap). MKTG6007 . Consumer Behaviour 钩子+行为。以那个让人有共鸣的问题和你的基线开篇。准确说明你打算改变什么、为什么(把它框定为一道实际一理想状 态差距)。 2 The CB diagnosis. Explain how the behaviour was built - the learning history, the attitudes, the MAO conditions. This is theory, applied to you. CB 诊断。解释这一行为是如何被建立起来的 -- 学习史、态度、MAO条件。这就是理论,应用到你自己身上。 3 The intervention & the journey. What you changed and the CB rationale (cue control, re-routing the attitude, lowering perceived effort). Walk the dated evidence, lapses included. 干预与历程。你改变了什么及其 CB 依据(线索控制、给态度改道、降低感知努力)。走一遍带日期的证据,把失误也包括进 来。 4 Outcome via theory. Did it work? Read the result through the disconfirmation paradigm, dissonance/regret, reinforcement. Show the mechanism, not just the score. 透过理论看结果。它奏效了吗?透过期望失验范式、失调/后悔、强化来解读结果。展示机制,而不只是分数。 5 Critical reflection. What the theory predicted, where it fell short, the ethical angle, and what you'd do next. The distinction-level layer.
  • 带日期 log：每日计数 + 一行“线索/感受/情境”
  • 记录 triggers & lapses：复发是数据（强化或情境压倒）
  • 数字 + 叙事：小图表 + 主观体验
  • 关键句：“咖啡从每周 21 杯降到 6 杯”永远胜过“我少喝了”。[13]Source: asksia-bible-mktg6007-bilingual.pdf- A dated log. A simple daily tally + a one-line note on the cue, the feeling, the context. This is your raw data. - 一份带日期的记录。简单的每日计数+一行关于线索、感 受、情境的笔记。这就是你的原始数据。 - Triggers & lapses. Record relapses honestly - a relapse is data, usually a reinforcement or situational-override story. 触发点与失误。诚实记录复发 -- 一次复发就是数据,通常 是一个关于强化或情境压倒的故事。 - Numbers + narrative. A small chart (cups/week falling) plus the felt experience - thought-based and feelings-based satisfaction. 数字+叙事。一张小图表(每周杯数在下降)加上所感受 到的体验 -- 既基于想法又基于感受的满意度。 i Quantify even a little 哪怕只能量化一点点也要量化 "Coffee fell from 21 to 6 cups/week over five weeks" beats "I drank less coffee" every time. A tiny table or sparkline is evidence; an adjective is not. The disconfirmation paradigm needs an expectation and a measured outcome to compare. “咖啡在五周内从每周21杯降到6杯”每一次都胜过 “我少喝了咖啡”。一张小表格或迷你折线图是证据; 一个形容词不是。期望失验范式需要一个期望和一个 被测量的结果来作比较。 ! Honesty outscores a clean win 诚实比一场漂亮的胜利更能得分 A failed or partial change, analysed well, scores higher than a suspiciously perfect success with no mechanism. Markers reward CB insight, not willpower - explain the relapse with theory. 一次失败或部分成功的改变,若分析得当,得分会高 于一次没有机制、好得可疑的完美成功。评分者奖励 的是 CB 洞察,而非意志力 -- 请用理论解释那次复 发。 A. 4 Structuring the write-up A. 4 搭建写作结构 It is a mock blog post - readable and personal, but theory-dense and referenced (APA 7). A reliable spine: 它是一篇模拟博客文章 -- 可读、个人化,但理论密集且有引用(APA 7)。一条可靠的主线: 1 Hook + the behaviour. Open with the relatable problem and your baseline. State exactly what you set out to change and why (frame it as an actual-ideal-state gap). MKTG6007 . Consumer Behaviour 钩子+行为。以那个让人有共鸣的问题和你的基线开篇。准确说明你打算改变什么、为什么(把它框定为一道实际一理想状 态差距)。 2 The CB diagnosis. Explain how the behaviour was built - the learning history, the attitudes, the MAO conditions. This is theory, applied to you. CB 诊断。解释这一行为是如何被建立起来的 -- 学习史、态度、MAO条件。这就是理论,应用到你自己身上。 3 The intervention & the journey. What you changed and the CB rationale (cue control, re-routing the attitude, lowering perceived effort). Walk the dated evidence, lapses included. 干预与历程。你改变了什么及其 CB 依据(线索控制、给态度改道、降低感知努力)。走一遍带日期的证据,把失误也包括进 来。 4 Outcome via theory. Did it work? Read the result through the disconfirmation paradigm, dissonance/regret, reinforcement. Show the mechanism, not just the score. 透过理论看结果。它奏效了吗?透过期望失验范式、失调/后悔、强化来解读结果。展示机制,而不只是分数。 5 Critical reflection. What the theory predicted, where it fell short, the ethical angle, and what you'd do next. The distinction-level layer.
• 高频翻车点：
  • 承诺完美成功（不如诚实分析复发为什么发生）[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation[13]Source: asksia-bible-mktg6007-bilingual.pdf- A dated log. A simple daily tally + a one-line note on the cue, the feeling, the context. This is your raw data. - 一份带日期的记录。简单的每日计数+一行关于线索、感 受、情境的笔记。这就是你的原始数据。 - Triggers & lapses. Record relapses honestly - a relapse is data, usually a reinforcement or situational-override story. 触发点与失误。诚实记录复发 -- 一次复发就是数据,通常 是一个关于强化或情境压倒的故事。 - Numbers + narrative. A small chart (cups/week falling) plus the felt experience - thought-based and feelings-based satisfaction. 数字+叙事。一张小图表(每周杯数在下降)加上所感受 到的体验 -- 既基于想法又基于感受的满意度。 i Quantify even a little 哪怕只能量化一点点也要量化 "Coffee fell from 21 to 6 cups/week over five weeks" beats "I drank less coffee" every time. A tiny table or sparkline is evidence; an adjective is not. The disconfirmation paradigm needs an expectation and a measured outcome to compare. “咖啡在五周内从每周21杯降到6杯”每一次都胜过 “我少喝了咖啡”。一张小表格或迷你折线图是证据; 一个形容词不是。期望失验范式需要一个期望和一个 被测量的结果来作比较。 ! Honesty outscores a clean win 诚实比一场漂亮的胜利更能得分 A failed or partial change, analysed well, scores higher than a suspiciously perfect success with no mechanism. Markers reward CB insight, not willpower - explain the relapse with theory. 一次失败或部分成功的改变,若分析得当,得分会高 于一次没有机制、好得可疑的完美成功。评分者奖励 的是 CB 洞察,而非意志力 -- 请用理论解释那次复 发。 A. 4 Structuring the write-up A. 4 搭建写作结构 It is a mock blog post - readable and personal, but theory-dense and referenced (APA 7). A reliable spine: 它是一篇模拟博客文章 -- 可读、个人化,但理论密集且有引用(APA 7)。一条可靠的主线: 1 Hook + the behaviour. Open with the relatable problem and your baseline. State exactly what you set out to change and why (frame it as an actual-ideal-state gap). MKTG6007 . Consumer Behaviour 钩子+行为。以那个让人有共鸣的问题和你的基线开篇。准确说明你打算改变什么、为什么(把它框定为一道实际一理想状 态差距)。 2 The CB diagnosis. Explain how the behaviour was built - the learning history, the attitudes, the MAO conditions. This is theory, applied to you. CB 诊断。解释这一行为是如何被建立起来的 -- 学习史、态度、MAO条件。这就是理论,应用到你自己身上。 3 The intervention & the journey. What you changed and the CB rationale (cue control, re-routing the attitude, lowering perceived effort). Walk the dated evidence, lapses included. 干预与历程。你改变了什么及其 CB 依据(线索控制、给态度改道、降低感知努力)。走一遍带日期的证据,把失误也包括进 来。 4 Outcome via theory. Did it work? Read the result through the disconfirmation paradigm, dissonance/regret, reinforcement. Show the mechanism, not just the score. 透过理论看结果。它奏效了吗?透过期望失验范式、失调/后悔、强化来解读结果。展示机制,而不只是分数。 5 Critical reflection. What the theory predicted, where it fell short, the ethical angle, and what you'd do next. The distinction-level layer.
  • 写成日记不贴理论（反思必须“每条都贴一个命名概念”）[20]Source: asksia-cheatsheet-mktg6007.pdf30% · INDIVIDUAL A self-experiment: change one personal behaviour (spend less, eat healthier, cut social media/sugar), then interpret the journey through CB theory in a mock blog post. CCBC THEORY SPINE 1 frame the gap - actual vs ideal self (need) 2 model intention - TOPB (attitude + norm + control) 3 drive change - operant reinforcement + cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955[18]Source: asksia-cheatsheet-mktg6007.pdf+ cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955 Normative vs informational social influence. REICHHELD HBR 2003 The Net Promoter Score - "the one number. " GILOVICH & MEDVEC 1994 Regret of action (short-term) vs inaction (long-term). SIA > Across every task the move is the same: name the concept, explain the mechanism, evidence it with a real consumer/brand. Mechanism > description is the marking line. asksia. ai/cheatsheet/ usyd-mktg6007 . side 2/2 AskSia STUDY SHEET SERIES

• 4.2 Group Written（25%）+ Group Oral（20%）— 45% 合体大头

• Written（25%）要你干的事：
  • 对真实企业/政府面对的真实消费者问题：诊断问题 → 用理论解释 → 设计并论证解决方案。[18]Source: asksia-cheatsheet-mktg6007.pdf+ cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955 Normative vs informational social influence. REICHHELD HBR 2003 The Net Promoter Score - "the one number. " GILOVICH & MEDVEC 1994 Regret of action (short-term) vs inaction (long-term). SIA > Across every task the move is the same: name the concept, explain the mechanism, evidence it with a real consumer/brand. Mechanism > description is the marking line. asksia. ai/cheatsheet/ usyd-mktg6007 . side 2/2 AskSia STUDY SHEET SERIES
• 最常见翻车（一定要避开）：
  • 写一个泛泛营销计划（“做社媒活动”）硬贴在一个 CB 诊断上，但建议并没有回应你诊断出来的机制。
  • 规则：每条建议必须命名它要打的“具体构念”；你诊断的是 peripheral-route attitude，你的 fix 就必须落在 peripheral route。[12]Source: asksia-bible-mktg6007-bilingual.pdfThe classic group-report fail: a generic marketing plan ("run a social campaign") bolted onto a CB diagnosis it doesn't answer. Every recommendation must name the specific construct it targets - if you diagnosed a peripheral-route attitude, your fix lives on the peripheral route. 小组报告的经典翻车:把一份泛泛的营销计划(“做一 场社交媒体营销”)硬套在一份它并未回应的 CB 诊断 之上。每一条建议都必须命名它所针对的具体构念 -- 如果你诊断出的是一种外围路径的态度,那你的 对策就该落在外围路径上。 A. 6 Group oral (20%) A. 6 小组口头展示(20%) Linked to the report: concisely communicate the problem, its theoretical explanation and the solution to an external audience. Marks reward clarity and translation, not jargon. 与报告相关联:向外部受众简明地传达问题、其理论解释及 解决方案。分数奖励的是清晰与转译,而非术语堆砌。 MKTG6007 . Consumer Behaviour ✓ Oral = the report, translated for a client 口头展示 = 把报告翻译给客户听 Don't read slides. Tell the consumer story: here's the behaviour, here's the CB reason, here's our fix, here's the predicted result. One construct per slide, each made vivid with a real example. The external-audience framing means you show you understand the theory by explaining it simply - the hardest test of mastery. 别照念幻灯片。讲消费者的故事:这是行为,这是CB的原因,这是我们的对策,这是预测的结果。每张幻灯片一个构 念,每个都用一个真实例子让它鲜活起来。面向外部受众这一框定意味着,你要靠把理论讲得简单明了来展示你理解它 -这是对掌握程度最难的检验。 A. 7 Writing & evidence craft (all tasks) A. 7 写作与证据功力(所有任务) Move Weak Strong Naming theory "This is about psychology" "Low-effort, peripheral-route attitude formation" Using evidence "Consumers prefer it" "My log shows 6/7 purchases were cue-triggered" Applying Defines the theory, stops Shows the mechanism operating in the case Referencing No source / wrong format APA 7; Hoyer et al. + original theorist Reflection "I learned a lot"
• Oral（20%）得分要点：[12]Source: asksia-bible-mktg6007-bilingual.pdfThe classic group-report fail: a generic marketing plan ("run a social campaign") bolted onto a CB diagnosis it doesn't answer. Every recommendation must name the specific construct it targets - if you diagnosed a peripheral-route attitude, your fix lives on the peripheral route. 小组报告的经典翻车:把一份泛泛的营销计划(“做一 场社交媒体营销”)硬套在一份它并未回应的 CB 诊断 之上。每一条建议都必须命名它所针对的具体构念 -- 如果你诊断出的是一种外围路径的态度,那你的 对策就该落在外围路径上。 A. 6 Group oral (20%) A. 6 小组口头展示(20%) Linked to the report: concisely communicate the problem, its theoretical explanation and the solution to an external audience. Marks reward clarity and translation, not jargon. 与报告相关联:向外部受众简明地传达问题、其理论解释及 解决方案。分数奖励的是清晰与转译,而非术语堆砌。 MKTG6007 . Consumer Behaviour ✓ Oral = the report, translated for a client 口头展示 = 把报告翻译给客户听 Don't read slides. Tell the consumer story: here's the behaviour, here's the CB reason, here's our fix, here's the predicted result. One construct per slide, each made vivid with a real example. The external-audience framing means you show you understand the theory by explaining it simply - the hardest test of mastery. 别照念幻灯片。讲消费者的故事:这是行为,这是CB的原因,这是我们的对策,这是预测的结果。每张幻灯片一个构 念,每个都用一个真实例子让它鲜活起来。面向外部受众这一框定意味着,你要靠把理论讲得简单明了来展示你理解它 -这是对掌握程度最难的检验。 A. 7 Writing & evidence craft (all tasks) A. 7 写作与证据功力(所有任务) Move Weak Strong Naming theory "This is about psychology" "Low-effort, peripheral-route attitude formation" Using evidence "Consumers prefer it" "My log shows 6/7 purchases were cue-triggered" Applying Defines the theory, stops Shows the mechanism operating in the case Referencing No source / wrong format APA 7; Hoyer et al. + original theorist Reflection "I learned a lot"
  • 口头展示 = 把报告翻译给“外部客户”听：清晰、可理解，而不是术语堆砌
  • 讲故事线：行为 → CB 原因 → 对策 → 预测结果
  • 一页 slide 一个构念，每个构念配真实例子（让机制“看得见”）

• 4.3 LookBook（18%）— 别等最后一周

• 定位：把日常刺激（包装、广告、货架、店面、信息流）标注到概念上，像反思剪贴簿。[1]Source: asksia-bible-mktg6007-bilingual.pdfWeights total 100% with the 2% research component. The LookBook splits into a 1. 5% post, a 1. 5% reply and a 15% document; the quiz is open-book, 30 MCQ/true-false in the Week 6 slot. 各项权重连同2% 的研究环节合计 100%。LookBook 拆成 一篇1. 5% 的帖子、一条1. 5% 的回复和一份 15% 的文 档;测验为开卷,30道 MCQ/判断题,安排在第6周的时 段。 What each task actually wants 每项任务到底要什么 Task The win LookBook Tag everyday stimuli to concepts - a reflective scrapbook Quiz Recall & understand the psychological principles Group Diagnose a real consumer problem, design a solution report Group oral Communicate that diagnosis & solution clearly CCBC Change your own behaviour, explain it via CB theory MKTG6007 . Consumer Behaviour ★ The one move that runs through everything 贯穿一切的那一个动作 Whatever the task: (1) name the consumer behaviour precisely, (2) name the CB mechanism that explains it (cite the model - MAO, habituation, operant reinforcement, serial position . . . ), (3) back it with concrete evidence (the artefact, the data, your own log). Description earns little; theory-to-evidence earns the marks. 无论哪项任务:(1)精确命名该消费者行为,(2)命名 解释它的 CB机制(引用模型 -- MAO、习惯化、操 作性强化、序列位置 . . . . . . ),(3)用具体证据加以佐证 (实物、数据、你自己的记录)。描述得分甚微;从理 论到证据才能得分。 ! The trap of pure description 纯描述的陷阱 Across every task, the most common way to lose marks is to describe a campaign or a habit without explaining it with theory - or to name a theory without showing it in the evidence. "This ad is colourful and fun" is description. "This ad uses peripheral cues to build a low-effort affective attitude via mere exposure" is analysis. This book is built to get you to the second sentence. 在每一项任务中,最常见的丢分方式是描述一场营销活动或一个习惯,却不用理论去解释它 -- 或者命名了一条理论, 却不在证据中展示它。“这则广告色彩斑斓、好玩有趣”是描述。“这则广告通过外围线索,借助纯粹曝光来建立一种低卷 入度的情感态度”才是分析。本书的构建目的,就是把你带到第二句话。 MKTG6007 . Consumer Behaviour CONTENTS CONTENTS The unit, mapped to your assignments 这门课,对应到你的作业上[2]Source: asksia-bible-mktg6007-bilingual.pdf这不是讲座模块的逐字记录。它是对 MKTG6007 所考的 consumer behaviour 理论的一份紧凑、自足的梳理 -- 每个概念都 从第一性原理出发定义,锚定到一个真实品牌上,再直指它能帮你写好的那项任务。因为这门课没有考试,光知道一个模型只 完成了一半的工作:分数来自把它应用到一个真实消费者身上。 A 1 . LEARN 1·学习 You haven't done the module yet. Read a chapter top to bottom. Each concept opens with a plain-English definition, the theory behind it and a real brand example, so you can learn it cold before the workshop where it gets applied. 你还没学过这个模块。把一章从 头读到尾。每个概念都以通俗英 文的定义、其背后的理论以及一 个真实品牌例子开篇,让你能在 被用于应用的工作坊之前先把它 扎实学会。 B 2 . SPOT 2 · 发现 You're hunting LookBook material. Use the "apply it" box in every section as a lens: walk a supermarket, a feed, a billboard, and tag what you see to the model. That tagging is the LookBook. 你在搜集 LookBook 素材。把每 节里的“动手应用”框当作一面透 镜:逛一趟超市、刷一遍信息 流、看一块广告牌,把你所见到 的标注到模型上。那种标注本身 就是 LookBook。 C 3 . WRITE 3 ·撰写 You're drafting the report, oral or CCBC. Each chapter ends by naming the theory you can cite and the move that earns marks - diagnose the behaviour, name the mechanism, back it with evidence. 你在起草报告、口头展示或 CCBC。每章结尾都会点明你可 以引用的理论,以及能得分的动 作 -- 诊断行为、命名机制、用 证据加以佐证。 i The two-layer rule this book follows 本书遵循的双层规则 Standard CB theory and named models (MAO, EAPC, classical & operant conditioning, the encoding-storage- retrieval model, Weber's Law) are stated plainly - they are textbook material from Hoyer, MacInnis & Pieters, Consumer Behavior 8e. The unit's own framing and brand examples are paraphrased, never quoted from slides. Nothing here is invented; where the course only names a topic, this book says so. 标准 CB 理论与命名模型(MAO、EAPC、经典与操作性条件反射、编码一存储一提取模型、韦伯定律)都被平实地陈 述 -- 它们出自教材 Hoyer、Macinnis 与 Pieters,《Consumer Behavior》第8版。本单元自身的框定与品牌例子均 为转述,绝不引用幻灯片原文。这里没有任何杜撰;凡课程仅提及某主题之处,本书都会注明。 MKTG6007 . Consumer Behaviour ✓ Keep one consumer in view 始终盯住一个消费者 The fastest way to use this book is to pick one real behaviour now - ideally your own CCBC behaviour (the habit you'll try to change) - and read every model asking "how does this explain me doing this?" Theory sticks when it has a person attached. 使用本书最快的方法,是现在就选定一种真实行为 -- 最好是你自己的CCBC 行为(你将尝试改变的那个习惯) ––并 带着“这条模型如何解释我做这件事?”的问题去读每一个模型。理论一旦挂上一个人,就记得住。 MKTG6007 . Consumer Behaviour THE BLUEPRINT - THE ASSESSMENT BLUEPRINT 100% CONTINUOUS No exam - every mark is applied 没有考试 -- 每一分都靠应用拿到 Five tasks, each rewarding theory connected to a real consumer 五项任务,每一项都奖励与真实消费者相连的理论 MKTG6007 is assessed entirely by applied and continuous work - there is no final exam. Every task asks the same thing in a different shape: take a consumer-behaviour model and show it operating in a real consumer, brand or your own habit. Knowing the theory is the entry ticket; the grade is in the application.
• 得分逻辑：一个条目要做到：
  • Artefact（证据）+ 精确概念 + 一句机制解释
  • “五条薄 caption”不如“一条强分析”。[18]Source: asksia-cheatsheet-mktg6007.pdf+ cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955 Normative vs informational social influence. REICHHELD HBR 2003 The Net Promoter Score - "the one number. " GILOVICH & MEDVEC 1994 Regret of action (short-term) vs inaction (long-term). SIA > Across every task the move is the same: name the concept, explain the mechanism, evidence it with a real consumer/brand. Mechanism > description is the marking line. asksia. ai/cheatsheet/ usyd-mktg6007 . side 2/2 AskSia STUDY SHEET SERIES[1]Source: asksia-bible-mktg6007-bilingual.pdfWeights total 100% with the 2% research component. The LookBook splits into a 1. 5% post, a 1. 5% reply and a 15% document; the quiz is open-book, 30 MCQ/true-false in the Week 6 slot. 各项权重连同2% 的研究环节合计 100%。LookBook 拆成 一篇1. 5% 的帖子、一条1. 5% 的回复和一份 15% 的文 档;测验为开卷,30道 MCQ/判断题,安排在第6周的时 段。 What each task actually wants 每项任务到底要什么 Task The win LookBook Tag everyday stimuli to concepts - a reflective scrapbook Quiz Recall & understand the psychological principles Group Diagnose a real consumer problem, design a solution report Group oral Communicate that diagnosis & solution clearly CCBC Change your own behaviour, explain it via CB theory MKTG6007 . Consumer Behaviour ★ The one move that runs through everything 贯穿一切的那一个动作 Whatever the task: (1) name the consumer behaviour precisely, (2) name the CB mechanism that explains it (cite the model - MAO, habituation, operant reinforcement, serial position . . . ), (3) back it with concrete evidence (the artefact, the data, your own log). Description earns little; theory-to-evidence earns the marks. 无论哪项任务:(1)精确命名该消费者行为,(2)命名 解释它的 CB机制(引用模型 -- MAO、习惯化、操 作性强化、序列位置 . . . . . . ),(3)用具体证据加以佐证 (实物、数据、你自己的记录)。描述得分甚微;从理 论到证据才能得分。 ! The trap of pure description 纯描述的陷阱 Across every task, the most common way to lose marks is to describe a campaign or a habit without explaining it with theory - or to name a theory without showing it in the evidence. "This ad is colourful and fun" is description. "This ad uses peripheral cues to build a low-effort affective attitude via mere exposure" is analysis. This book is built to get you to the second sentence. 在每一项任务中,最常见的丢分方式是描述一场营销活动或一个习惯,却不用理论去解释它 -- 或者命名了一条理论, 却不在证据中展示它。“这则广告色彩斑斓、好玩有趣”是描述。“这则广告通过外围线索,借助纯粹曝光来建立一种低卷 入度的情感态度”才是分析。本书的构建目的,就是把你带到第二句话。 MKTG6007 . Consumer Behaviour CONTENTS CONTENTS The unit, mapped to your assignments 这门课,对应到你的作业上

• 4.4 Quiz（5%）— 开卷但拼速度

• 形式：30 道 MCQ/判断，25 分钟，开卷；但关键是识别速度：要把标签背熟（MAO、EAPC、JND、decision rules、ELM routes 等），别指望考试时翻书。[18]Source: asksia-cheatsheet-mktg6007.pdf+ cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955 Normative vs informational social influence. REICHHELD HBR 2003 The Net Promoter Score - "the one number. " GILOVICH & MEDVEC 1994 Regret of action (short-term) vs inaction (long-term). SIA > Across every task the move is the same: name the concept, explain the mechanism, evidence it with a real consumer/brand. Mechanism > description is the marking line. asksia. ai/cheatsheet/ usyd-mktg6007 . side 2/2 AskSia STUDY SHEET SERIES[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation
• 练法：做题时不仅选对，还要能解释“为什么其他选项错”（文件里给了这种解析方式示范）。[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation[7]Source: asksia-bible-mktg6007-bilingual.pdfWhy (c): first and last items are best recalled, so placing the brand at both ends maximises retrieval. (a) is compressing info into units. (b) is a perception threshold. (d) is declining response to repetition - the opposite of what's wanted here. 为何选(c):首项与末项最易被回忆,因此把品牌放在首尾两端可最大化提取。(a)是把信息压缩成单元。(b)是一种感知阈 值。(d)是对重复反应的递减 -- 恰与此处所求相反。 MKTG6007 . Consumer Behaviour 013 APPLY self / identity - 5 marks A consumer pays a premium for a no-logo "quiet luxury" coat that only insiders recognise. Explain the behaviour using self-concept and identity signalling. 一位消费者为一件无标志的“静奢”大衣支付溢价,这件大衣只有圈内人才认得出。请用自我概念和身份信号传递解释这 一行为。 MODEL ANSWER Mechanism: the coat expresses the ideal social self - how the consumer wants to be seen - but via counter- signalling: by removing the logo they signal status to those 'in the know' while showing they have nothing to prove to the mass market. The brand is absorbed into the extended self (a possession as identity), and the premium buys self-congruity - a brand meaning that matches the desired self-image. Visibility is deliberately narrowed to a knowing audience rather than maximised. 机制:这件大衣表达了理想社会自我 -- 消费者希望被如何看待 -- 但走的是反向信号传递:通过去掉标志,他们向“懂行的 人”发出地位信号,同时表明自己无需向大众市场证明什么。该品牌被吸纳进延伸自我(所有物即身份),溢价买来的是自我一 致性 -- 一种与所期望自我形象相匹配的品牌含义。可见性被刻意收窄至一小撮懂行的受众,而非追求最大化。 Marker note: Reward the counter-signalling insight (status via under-signalling) plus correct use of ideal social self and extended self. A generic 'status symbol' answer misses the quiet-luxury twist. 评分者备注:对反向信号传递的洞察(通过弱化信号来彰显地位)给分,再加上对理想社会自我与延伸自我的正确运用。一个 泛泛的“地位象征”答案会错过静奢的这层巧妙转折。 MKTG6007 . Consumer Behaviour AskSia Library STUDY BIBLE . ASKSIA BUSINESS SCHOOL . POSTGRAD SEMESTER 1 . 2026 - THE APPLIED THEORY COMPANION Consumer Behaviour 消费者行为 MASTER THE THEORY -SO YOU CAN READ REAL CONSUMERS IN EVERY ASSIGNMENT. 悉尼大学 MKTG6007 · 双语学科精读 · 无考试 · CB 理论 →真实消费者洞察 MKTG6007 . UNIVERSITY OF SYDNEY 中英双语版 · BILINGUAL EDITION 英文主讲,中文随行 一 考试要点与术语保留英文原词 A self-contained tour of the consumer-behaviour theory this unit tests - MAO, the EAPC chain, learning & memory, attitudes, decision-making - written so you can turn each model into evidence in your LookBook, your group report & oral, and the 30% Changing Consumer Behaviour Challenge. There is no exam: the win is connecting theory to a real consumer. Independent study companion Not affiliated with or endorsed by the University of Sydney takedowns@asksia. ai PREFACE - HOW TO USE THIS BOOK Theory you can put to work 可以付诸实践的理论 Every model here is written to become evidence in an assignment 这里的每一个模型都是写来在作业中变成证据的 This is not a transcript of the lecture modules. It is a compact, self-contained account of the consumer- behaviour theory MKTG6007 tests - each concept defined from first principles, anchored to a real brand, then pointed straight at the task it helps you write. Because this unit has no exam, knowing a model is only half the job: the marks come from applying it to a real consumer.

• 5）“考点清单”式背诵卡（你可以直接拿去做 Anki）

• （卡1）Apply 的评分线：机制（mechanism）> 只报名字（name-drop）。[8]Source: asksia-bible-mktg6007-bilingual.pdfA. 1 The one move behind every task A. 1 藏在每项任务背后的那一个动作 Whatever the task, the marker is checking the same loop. Internalise it and you can run it on a habit, a brand or a campaign with the nouns swapped. 无论是哪项任务,评分者检查的都是同一个循环。把它内化,你就能把名词一换,便将其套用到一种习惯、一个品牌或一场营 销活动上。 1 Observe a real consumer phenomenon. A behaviour you (or a market) actually do - concrete, specific, evidenced. Not "consumers like value. " 观察一个真实的消费者现象。一个你(或某个市场)确实在做的行为 -- 具体、明确、有证据。不要“消费者喜欢实惠”这种说 法。 2 Name the CB theory that explains it. The precise construct: not "psychology," but operant reinforcement, peripheral-route attitude, non-compensatory lexicographic rule, post-decision dissonance. MKTG6007 . Consumer Behaviour 命名解释它的CB理论。那个精确的构念:不是“心理学”,而是操作性强化、外围路径态度、非补偿性字典式规则、决策后 失调。 3 Map theory - evidence. Show the mechanism in the data: the cue that triggered it, the reinforcement that sustained it, the attribute that decided it. 把理论映射到证据。在数据中展示机制:触发它的线索、维系它的强化、决定它的属性。 4 Diagnose or intervene. Use the theory to explain why (report) or to design a change (CCBC) - then predict and test the outcome. 诊断或干预。用理论解释为何(报告),或设计一项改变(CCBC) -- 然后预测并检验结果。 5 Reflect critically. What worked, what the theory missed, the ethical read. This is the postgrad layer that separates a credit from a distinction. 批判性反思。什么起了作用、理论遗漏了什么、伦理上的解读。这是把及格与优等区分开来的研究生层次。 ✓ "Apply" means mechanism, not name-drop 「应用」意味着讲清机制,而不是堆名词 Naming a theory earns almost nothing. Marks come from showing the mechanism operating in your specific case: not "this is classical conditioning," but "the jingle (CS) had been paired with the reward of the snack (US) so often that hearing it alone triggered my craving (CR) at 3pm. " 命名一条理论几乎得不到分。分数来自展示机制在你 的具体案例中运作:不是“这是经典条件反射”,而是 “那段叮当声(CS)与零食的奖励(US)配对得太频 繁,以至于到下午 3点光是听到它就触发了我的渴望 (CR)”。 ! The two killers: vague theory & no evidence 两大致命伤:理论含糊、缺乏证据 Most lost marks are one of two failures: (1) theory too loose - 'motivation' instead of 'low-perceived- relevance, low-MAO processing'; (2) assertion without evidence - a claim about a consumer with nothing observed to back it. Tie every theory to a datum. 大多数丢分都是两种失败之一:(1)理论太松 -- 用 “动机”代替“低感知相关性、低MAO 加工”;(2)断言 而无证据 -- 一个关于某消费者的论断,却没有任何 观察来支撑。把每条理论都系在一个数据点上。 MKTG6007 . Consumer Behaviour APPLIED . CCBC PLAN - APPLIED . CCBC (30%) CCBC . INDIVIDUAL . 30% The Changing Consumer Behaviour Challenge Changing Consumer Behaviour Challenge
• （卡2）两大致命伤：理论含糊（motivation vs low-MAO processing）+ 没证据（assertion without evidence）。[8]Source: asksia-bible-mktg6007-bilingual.pdfA. 1 The one move behind every task A. 1 藏在每项任务背后的那一个动作 Whatever the task, the marker is checking the same loop. Internalise it and you can run it on a habit, a brand or a campaign with the nouns swapped. 无论是哪项任务,评分者检查的都是同一个循环。把它内化,你就能把名词一换,便将其套用到一种习惯、一个品牌或一场营 销活动上。 1 Observe a real consumer phenomenon. A behaviour you (or a market) actually do - concrete, specific, evidenced. Not "consumers like value. " 观察一个真实的消费者现象。一个你(或某个市场)确实在做的行为 -- 具体、明确、有证据。不要“消费者喜欢实惠”这种说 法。 2 Name the CB theory that explains it. The precise construct: not "psychology," but operant reinforcement, peripheral-route attitude, non-compensatory lexicographic rule, post-decision dissonance. MKTG6007 . Consumer Behaviour 命名解释它的CB理论。那个精确的构念:不是“心理学”,而是操作性强化、外围路径态度、非补偿性字典式规则、决策后 失调。 3 Map theory - evidence. Show the mechanism in the data: the cue that triggered it, the reinforcement that sustained it, the attribute that decided it. 把理论映射到证据。在数据中展示机制:触发它的线索、维系它的强化、决定它的属性。 4 Diagnose or intervene. Use the theory to explain why (report) or to design a change (CCBC) - then predict and test the outcome. 诊断或干预。用理论解释为何(报告),或设计一项改变(CCBC) -- 然后预测并检验结果。 5 Reflect critically. What worked, what the theory missed, the ethical read. This is the postgrad layer that separates a credit from a distinction. 批判性反思。什么起了作用、理论遗漏了什么、伦理上的解读。这是把及格与优等区分开来的研究生层次。 ✓ "Apply" means mechanism, not name-drop 「应用」意味着讲清机制,而不是堆名词 Naming a theory earns almost nothing. Marks come from showing the mechanism operating in your specific case: not "this is classical conditioning," but "the jingle (CS) had been paired with the reward of the snack (US) so often that hearing it alone triggered my craving (CR) at 3pm. " 命名一条理论几乎得不到分。分数来自展示机制在你 的具体案例中运作:不是“这是经典条件反射”,而是 “那段叮当声(CS)与零食的奖励(US)配对得太频 繁,以至于到下午 3点光是听到它就触发了我的渴望 (CR)”。 ! The two killers: vague theory & no evidence 两大致命伤:理论含糊、缺乏证据 Most lost marks are one of two failures: (1) theory too loose - 'motivation' instead of 'low-perceived- relevance, low-MAO processing'; (2) assertion without evidence - a claim about a consumer with nothing observed to back it. Tie every theory to a datum. 大多数丢分都是两种失败之一:(1)理论太松 -- 用 “动机”代替“低感知相关性、低MAO 加工”;(2)断言 而无证据 -- 一个关于某消费者的论断,却没有任何 观察来支撑。把每条理论都系在一个数据点上。 MKTG6007 . Consumer Behaviour APPLIED . CCBC PLAN - APPLIED . CCBC (30%) CCBC . INDIVIDUAL . 30% The Changing Consumer Behaviour Challenge Changing Consumer Behaviour Challenge
• （卡3）Serial-position effect：首因/近因强，中间弱 → 关键信息放开头和结尾。[6]Source: asksia-bible-mktg6007-bilingual.pdfThe serial-position effect 系列位置效应 In a sequence, the first items (primacy) and the last items (recency) are remembered best; the middle sags. Practical upshot: lead with your key information and close on it - strong subject lines and strong closers, brand name early and late, the headline claim first and the call-to-action last. 在一个序列里,最前的项目(首因)和最后的项目(近因) 记得最牢;中间则下陷。实用结论:用关键信息开头,再用 它收尾 -- 强有力的标题与强有力的结尾,品牌名要早出现 也要晚出现,主打主张放最前、行动号召放最后。 MKTG6007 . Consumer Behaviour ✓ Elaboration beats rehearsal 精细加工胜过单纯复述 Rote repetition holds info briefly; elaboration - connecting it to what you already know - lodges it for good. Novelty and moderate humour force elaboration, which is why a surprising ad out- remembers a dull repeated one. 死记硬背只能短暂保存信息;精细加工 -- 把它与你 已知的东西联系起来 -- 才能让它扎根永久。新奇与 适度的幽默会强制精细加工,这就是为何一则出人意 料的广告比一则乏味重复的广告更让人记住。 i Why we forget & mis-remember 我们为什么会遗忘与错记 Retrieval fails through decay, interference (competing memories) and serial-position gaps; and memories are reconstructive - people choose, confuse and distort them (false memories). Retrieval is helped by salient cues: brand name, logo, packaging, the Coke contour bottle, Apple's white earbuds. 提取会因衰退、干扰(相互竞争的记忆)和序列位置 缺口而失败;而且记忆是重构性的 -- 人们会选择、 混淆并扭曲它们(虚假记忆)。提取可借助显著的线索 而得到帮助:品牌名、标志、包装、可口可乐的曲线 瓶、苹果的白色耳机。 ★ Apply it in your CCBC / report 在你的 CCBC/ 报告中运用它 These are concrete design levers. In the report, prescribe chunking a cluttered message, recirculating one consistent slogan, and exploiting serial position (key claim first & last). In the CCBC, use the same tools on yourself: chunk a new routine into a memorable cue, rehearse it, and place the hardest step where primacy/recency protect it. The marker wants the named mechanism beside the evidence - "I used recirculation (daily reminder) and serial position (key action first)" beats "I reminded myself a lot. " 这些都是具体的设计杠杆。在报告中,开出分块处理杂乱信息、再循环一句一致的口号、并利用序列位置(关键主张放 在首尾)的处方。在 CCBC中,把同样的工具用在自己身上:把一个新例程分块成一个好记的线索、加以排练,并把最 难的一步放在首因/近因效应能保护它的位置。评分者想要的是命名了的机制紧挨着证据 -- “我用了再循环(每日提醒) 与序列位置(关键动作放最前)”胜过“我没少提醒自己”。 MKTG6007 . Consumer Behaviour MOTIVATION . NEEDS PSYCHOLOGICAL CORE - CHAPTER . MOTIVATION What drives a consumer to act 是什么驱动消费者行动 Needs . Maslow's hierarchy . motivational conflicts . the means-end chain 需要 · Maslow 需要层次 · 动机冲突 · 手段一目的链 Every purchase starts with a felt gap. Motivation is the inner drive that energises and directs behaviour toward closing that gap - and it is the first of the course's three engines (Motivation, Ability, Opportunity). Marketers cannot manufacture a need from nothing, but they can activate a latent one, raise the ideal it points to, and aim a message at the right level of human striving. 每一次购买都始于一道感知到的差距。Motivation 是那股驱动并引导行为去弥合该差距的内在动力 -- 它是本课三大引擎 (Motivation、Ability、Opportunity)中的第一个。营销者无法凭空制造一个需要,但能激活一个潜伏的需要、抬高它所指 向的理想,并把信息对准人类奋斗的恰当层级。 - i Why this chapter matters in MKTG6007 为什么这一章在MKTG6007 里很重要 There is no exam - you are graded on applying theory to real brands (the LookBook, the group report, the behaviour-change challenge). So the test here is not "can you name Maslow's tiers?" but "can you read a campaign and say which need it targets and why?" Treat every model below as a diagnostic lens, not a list to memorise. 没有考试 -- 你的成绩取决于把理论应用到真实品牌上(LookBook、小组报告、行为改变挑战)。所以这里的检验不是 “你能否说出 Maslow 的层级?”,而是“你能否读懂一场营销活动,说出它瞄准哪种需求、为什么?”把下文每一个模型 都当作一面诊断透镜,而非一张要背诵的清单。 1. 1 A need is a gap 1. 1 需要是一种差距
• （卡4）Operant conditioning：奖励跟随行为 → 强化复购/重复；忠诚度计划=经典例子。[27]Source: asksia-cheatsheet-mktg6007.pdf· Push positives above it - a bigger bar, a clearer upgrade · Upsizes / price rises - make a +10% bonus pack obvious; keep a price creep just under the JND Perceptual organisation . we integrate stimuli into the simplest, most meaningful whole, not isolated bits - an illusion or hidden-image picture only "snaps" once organised. The five threshold/sense ideas all serve one exam point: marketers engineer what consumers can & can't notice - what to amplify, what to slip under the radar. 6 . Learning Classical conditioning · pair a neutral stimulus with an unconditioned stimulus (US) that triggers an unconditioned response (UR); repetition makes the neutral cue a conditioned stimulus (CS) producing a conditioned response (CR) (Pavlov; Watson's "Little Albert"). Brands pair with liked stimuli. Evaluative conditioning . a subtype changing only liking (affect) of the CS, not a physiological response (graphic cigarette warnings = negative). Operant / instrumental . B. F. Skinner - future choices shaped by past outcomes. Reinforcement (reward -> repeat) vs punishment (negative -> avoid); no reinforcement -> little learning. Uses: free sampling/trial, sales promotions, loyalty programs, reward/avoidance ads. Cognitive / observational · incidental learning, emotional contagion, modelling others using an offering, and post-purchase learning by hypothesis- testing. CLASSICAL CONDITIONING SHAPE US - UR (food + salivation) neutral cue + US, repeated - CS CS - CR (the cue alone now triggers it) Marketing reads: reinforcement = free in-store sampling, loyalty stamps, reward ads; punishment = "what happens if you skip it" avoidance ads. No reward at all -> the behaviour fades. 7 . Memory I M3 . CH 4 Memory = persistence of learning via storage & retrieval. Three stages: Encoding > Storing > Retrieval . Encoding (input) . perceiving & processing; modes are visual, acoustic, semantic. Stores: · Sensory memory - brief sense trace (<1 s) · Working (short-term) - temporary, limited capacity · Long-term - permanent, no limit; episodic/autobiographical (nostalgia) + semantic (knowledge) Schema / brand image · salient associations link into a schema; a brand image = what a brand stands for + how favourably it's viewed. A strong schema means a single cue (a colour, a sound) pulls up the whole network.[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation
• （卡5）记忆三阶段：Encoding → Storage → Retrieval；很多营销失败在 Retrieval（提取），需要 distinct retrieval cue。[27]Source: asksia-cheatsheet-mktg6007.pdf· Push positives above it - a bigger bar, a clearer upgrade · Upsizes / price rises - make a +10% bonus pack obvious; keep a price creep just under the JND Perceptual organisation . we integrate stimuli into the simplest, most meaningful whole, not isolated bits - an illusion or hidden-image picture only "snaps" once organised. The five threshold/sense ideas all serve one exam point: marketers engineer what consumers can & can't notice - what to amplify, what to slip under the radar. 6 . Learning Classical conditioning · pair a neutral stimulus with an unconditioned stimulus (US) that triggers an unconditioned response (UR); repetition makes the neutral cue a conditioned stimulus (CS) producing a conditioned response (CR) (Pavlov; Watson's "Little Albert"). Brands pair with liked stimuli. Evaluative conditioning . a subtype changing only liking (affect) of the CS, not a physiological response (graphic cigarette warnings = negative). Operant / instrumental . B. F. Skinner - future choices shaped by past outcomes. Reinforcement (reward -> repeat) vs punishment (negative -> avoid); no reinforcement -> little learning. Uses: free sampling/trial, sales promotions, loyalty programs, reward/avoidance ads. Cognitive / observational · incidental learning, emotional contagion, modelling others using an offering, and post-purchase learning by hypothesis- testing. CLASSICAL CONDITIONING SHAPE US - UR (food + salivation) neutral cue + US, repeated - CS CS - CR (the cue alone now triggers it) Marketing reads: reinforcement = free in-store sampling, loyalty stamps, reward ads; punishment = "what happens if you skip it" avoidance ads. No reward at all -> the behaviour fades. 7 . Memory I M3 . CH 4 Memory = persistence of learning via storage & retrieval. Three stages: Encoding > Storing > Retrieval . Encoding (input) . perceiving & processing; modes are visual, acoustic, semantic. Stores: · Sensory memory - brief sense trace (<1 s) · Working (short-term) - temporary, limited capacity · Long-term - permanent, no limit; episodic/autobiographical (nostalgia) + semantic (knowledge) Schema / brand image · salient associations link into a schema; a brand image = what a brand stands for + how favourably it's viewed. A strong schema means a single cue (a colour, a sound) pulls up the whole network.[25]Source: asksia-cheatsheet-mktg6007.pdf· Decay . fading over time · Serial-position effect . first + last items best recalled - lead & close with key info Retrieval errors: we choose, confuse & distort memories (false memories). Boost retrieval - four levers: · Salient stimulus - be the category prototype (pioneer/leader brands); co-brand only where the fit makes sense 8 · 6 Attitude Traits M4 . BRIDGE TO SIDE 2 An attitude = an overall evaluation (like/dislike) of an object/issue/action; learned, guides behaviour. Six traits taught explicitly: Favourability . Accessibility . Confidence . Persistence . Resistance . Ambivalence. These predict whether an attitude will actually drive behaviour (see Side 2, ELM & TORA/TOPB) - an accessible, confident, specific attitude predicts best. Ambivalence (holding both like & dislike) makes an attitude shaky & easy to flip - a target for persuasion. 8b . Side 1 - Side 2 THE HANDOFF Everything so far is how stimuli reach & lodge in the consumer. Side 2 takes the next step: how stored beliefs & feelings become an attitude, how it (or a shortcut) drives a decision, and how other people shape both - with the high/low-effort lens still running. 9 . Concept Quick-Map NAME IT FAST For the quiz & the LookBook, the win is naming the artefact with the exact term - fast recognition, not recall: YOU SEE . . . CONCEPT shelf placement exposure / field of vision "50% OFF" feels normal habituation quiet shrink of a bar
• （卡6）证据层级：log/数据 > 可核查例子 > 文献 > 猜测。[14]Source: asksia-bible-mktg6007-bilingual.pdfNames what theory missed + the ethical read § Evidence hierarchy 证据的层级 Rank your support: measured/observed data (your log, real campaign metrics) > documented example (a real brand action) > cited literature > plausible assertion. Push every claim as far up this ladder as you can; the top two tiers are where distinctions are won. 给你的支撑材料排序:实测/观察数据(你的记录、真 实的营销活动指标)>有据可查的例子(一个真实的 品牌举措)>有引用的文献>合理的断言。把每个论断 尽可能往这架阶梯上推;高下之分就赢在最上面那两 层。 ★ The distinction checklist 区分各概念的核对清单 Before you submit, check each: (1) Is the theory precise, not generic? (2) Is every claim tied to evidence? (3) Does it show the mechanism, not just the name? (4) Is there a critical / ethical reflection? (5) Is it APA 7 and readable? Five yeses = distinction- shaped. 提交之前,逐项检查:(1)理论是否精确、而非泛泛? (2)每个论断是否都系于证据?(3)它是否展示了机 制、而不仅是名称?(4)是否有批判性/伦理性反思? (5)是否符合 APA 7 且可读?五个“是”=具备优等论 文的样子。 MKTG6007 . Consumer Behaviour GLOSSARY . 1/2 REFERENCE . GLOSSARY EN / 中文 · 1 OF 2 Bilingual glossary of consumer behaviour consumer behaviour 双语术语表 English term . X . one-line definition - grouped by theme 英文术语 · 中文 · 一行定义 -- 按主题分组 How to use. Roughly 50 core MKTG6007 terms, each with a Chinese gloss and a one-line definition. Grouped by the unit's themes so you can revise a cluster at a time. This is the one place Chinese appears - everywhere else the bible stays English to match assessment language. 使用方法。约50个MKTG6007 核心术语,每个配一条中文释义和一句话定义。按本单元主题分组,便于你一次复习一簇。 这是全书唯一出现中文的地方 -- 其余各处该 bible 都保持英文,以匹配评估所用的语言。 Term 中文 One-line meaning Foundations – 基础 Consumer behaviour 消费者行为 Totality of decisions about consuming an offering, by units, over time Acquisition / usage / disposition 获取/ 使用 / 处置 The three phases of consumption - buying, using, getting rid of Offering 供给物 What is consumed: product, service, activity, experience, person or idea

• 6）你现在最该做的“48 小时冲刺清单”（按提分效率排序）

• 先定你要交的最大件：CCBC
  • 选一个可量化行为（今天就开始做 dated log）[10]Source: asksia-bible-mktg6007-bilingual.pdfBe your own consumer experiment - then write it up as CB theory 把自己当成一场消费者实验 -- 再用 CB 理论把它写出来 TL;DR. The CCBC (paraphrased) asks you to change one of your own consumption behaviours - or try a new one - over the semester, document the journey, then produce a mock blog post that interprets the whole experience through CB theory. It is the biggest single mark (30%) and the purest test of LO7: applying CB knowledge to a real consumer - you. 太长不看。CCBC(转述)要求你在整个学期内改变自己的一种消费行为 -- 或尝试一种新行为 -- 并记录这段历程,然后产 出一篇透过 CB 理论解读整段经历的模拟博客文章。它是单项分值最大的作业(30%),也是对LO7 最纯粹的检验:将 CB 知识应用于一个真实的消费者 -- 你自己。 A. 2 Picking a behaviour A. 2 挑选一项行为 The behaviour is the experiment's foundation - choose badly and no theory will save it. Good candidates (the brief suggests cutting spend, eating healthier, reducing social media / sugar / alcohol, shopping more locally, exercising more): 行为是这场实验的根基 -- 选错了,再多理论也救不了。理 想的候选行为(任务说明建议:削减开支、更健康饮食、减 少社交媒体/糖/酒精、更多在本地消费、增加锻炼): - Genuinely yours & habitual - a real repeated behaviour, so you can study the learning that built it. 真正属于你且习惯性的 -- 一个真实重复的行为,这样你才 能研究构建起它的那段学习。 - Observable & measurable - you can count it (cups/day, $/week, screen minutes), so you have evidence, not vibes. 可观察且可衡量的 -- 你能数得出来(每天几杯、每周几 元、屏幕分钟数),这样你才有证据,而非感觉。 - Theory-rich - it touches several constructs (a cue, a reward, an attitude, a decision rule) so you can apply the whole unit, not one chapter. 理论丰富的 -- 它触及多个构念(一个线索、一个奖励、一 个态度、一条决策规则),这样你才能应用整个单元,而非 单独一章。 → Achievable in the window - changeable across the semester; not a once-a-year purchase. ! Don't pick a behaviour with no theory in it 别挑一个里面没有理论的行为 "I switched my phone case" is a behaviour, but there is almost no CB mechanism to analyse. Pick something with a visible cue-routine-reward loop and an attitude attached - that is what gives you 1,000+ words of real CB analysis instead of filler. “我换了手机壳”是一个行为,但几乎没有可供分析的 CB 机制。挑一件带有可见线索一例程一奖励循环、并 附着一个态度的事 -- 这才能给你 1,000 字以上的真 正 CB 分析,而非凑字数。 i It is an n=1 self-experiment, and that is fine 这是一项 n=1的自我实验,而这完全没问题 You are not running a survey. The unit of analysis is one consumer, observed deeply. Rigour comes from honest, dated evidence and tight theory - not sample size. 你不是在做问卷调查。分析单位是一位被深入观察的 消费者。严谨性来自诚实、带日期的证据与紧凑的理 论 -- 而非样本量。 MKTG6007 . Consumer Behaviour 在时间窗内可达成的 -- 能在整个学期里改变;不是一年一 次的购买。 MAP IT TO THEORY This is where the marks are. Walk the behaviour through the CB machinery - you do not need all of these, but a strong CCBC weaves three or four together. 分数就在这里。把行为放进 CB 的机器里走一遍 -- 你不必用上全部,但一份出色的CCBC 会把三到四个编织在一起。 Lens Ask of your behaviour Core constructs to deploy Motivation (MAO) Why did I do it? What blocked change?[13]Source: asksia-bible-mktg6007-bilingual.pdf- A dated log. A simple daily tally + a one-line note on the cue, the feeling, the context. This is your raw data. - 一份带日期的记录。简单的每日计数+一行关于线索、感 受、情境的笔记。这就是你的原始数据。 - Triggers & lapses. Record relapses honestly - a relapse is data, usually a reinforcement or situational-override story. 触发点与失误。诚实记录复发 -- 一次复发就是数据,通常 是一个关于强化或情境压倒的故事。 - Numbers + narrative. A small chart (cups/week falling) plus the felt experience - thought-based and feelings-based satisfaction. 数字+叙事。一张小图表(每周杯数在下降)加上所感受 到的体验 -- 既基于想法又基于感受的满意度。 i Quantify even a little 哪怕只能量化一点点也要量化 "Coffee fell from 21 to 6 cups/week over five weeks" beats "I drank less coffee" every time. A tiny table or sparkline is evidence; an adjective is not. The disconfirmation paradigm needs an expectation and a measured outcome to compare. “咖啡在五周内从每周21杯降到6杯”每一次都胜过 “我少喝了咖啡”。一张小表格或迷你折线图是证据; 一个形容词不是。期望失验范式需要一个期望和一个 被测量的结果来作比较。 ! Honesty outscores a clean win 诚实比一场漂亮的胜利更能得分 A failed or partial change, analysed well, scores higher than a suspiciously perfect success with no mechanism. Markers reward CB insight, not willpower - explain the relapse with theory. 一次失败或部分成功的改变,若分析得当,得分会高 于一次没有机制、好得可疑的完美成功。评分者奖励 的是 CB 洞察,而非意志力 -- 请用理论解释那次复 发。 A. 4 Structuring the write-up A. 4 搭建写作结构 It is a mock blog post - readable and personal, but theory-dense and referenced (APA 7). A reliable spine: 它是一篇模拟博客文章 -- 可读、个人化,但理论密集且有引用(APA 7)。一条可靠的主线: 1 Hook + the behaviour. Open with the relatable problem and your baseline. State exactly what you set out to change and why (frame it as an actual-ideal-state gap). MKTG6007 . Consumer Behaviour 钩子+行为。以那个让人有共鸣的问题和你的基线开篇。准确说明你打算改变什么、为什么(把它框定为一道实际一理想状 态差距)。 2 The CB diagnosis. Explain how the behaviour was built - the learning history, the attitudes, the MAO conditions. This is theory, applied to you. CB 诊断。解释这一行为是如何被建立起来的 -- 学习史、态度、MAO条件。这就是理论,应用到你自己身上。 3 The intervention & the journey. What you changed and the CB rationale (cue control, re-routing the attitude, lowering perceived effort). Walk the dated evidence, lapses included. 干预与历程。你改变了什么及其 CB 依据(线索控制、给态度改道、降低感知努力)。走一遍带日期的证据,把失误也包括进 来。 4 Outcome via theory. Did it work? Read the result through the disconfirmation paradigm, dissonance/regret, reinforcement. Show the mechanism, not just the score. 透过理论看结果。它奏效了吗?透过期望失验范式、失调/后悔、强化来解读结果。展示机制,而不只是分数。 5 Critical reflection. What the theory predicted, where it fell short, the ethical angle, and what you'd do next. The distinction-level layer.
  • 用“学习框架”写 mini-plan：线索—强化循环 + 干预（cue control + 新 reinforcer），并预设“复发机制”怎么分析。[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation
• 同步推进 group report
  • 先用一个核心 lens 把问题吃透（别“巡游所有章节”）：例如“EAPC 断裂/提取线索弱/没有强化”等，深度胜过广度。[18]Source: asksia-cheatsheet-mktg6007.pdf+ cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955 Normative vs informational social influence. REICHHELD HBR 2003 The Net Promoter Score - "the one number. " GILOVICH & MEDVEC 1994 Regret of action (short-term) vs inaction (long-term). SIA > Across every task the move is the same: name the concept, explain the mechanism, evidence it with a real consumer/brand. Mechanism > description is the marking line. asksia. ai/cheatsheet/ usyd-mktg6007 . side 2/2 AskSia STUDY SHEET SERIES[22]Source: asksia-cheatsheet-mktg6007.pdfGroup report - the perception/learning/memory chapters explain why a campaign lands or fails; pick one lens (an EAPC break, weak retrieval cues, no reinforcement) and build the diagnosis around it rather than touring every chapter. SIA - Quiz is 30 MCQ/TF in 25 min, open-book - but speed matters. Memorise the labels (EAPC, JND, the 6 steps) so recognition is instant; don't read the textbook mid-quiz. asksia. ai/cheatsheet/ usyd-mktg6007 . side 1/2 AskSia STUDY SHEET SERIES 100% coursework . no exam . check your current unit outline . @ 2026 flip + for side 2 . attitudes, decisions, social & apply THE STRUCTURE FOUNDATIONS & THE INNER CONSUMER . MAO . the 6-step decision process . involvement . perception (EAPC . JND . senses) . Learning . 100% COURSEWORK . NO EXAM Compiled by AskSia . mapped to the MKTG6007 syllabus . asksia. ai/cheatsheet/usyd-mktg6007 THE CONTINUUM MKTG6007 Consumer Behaviour UNIVERSITY OF SYDNEY . BUSINESS SCHOOL . POSTGRADUATE STUDY SHEET Sem 1 2026 . SIDE 2 OF 2 Attitudes . decide . social . apply SIDE 2/2 ATTITUDES, DECISIONS & SOCIETY . ABC & the 2x2 . ELM . TORA/TOPB . decision rules . biases . post-purchase & NPS . subculture . class . groups · apply to CCBC/report/LookBook 12 . Attitudes . ABC M4-5 . CH 5-6 ABC / tricomponent model . an attitude has three parts - Affective (feelings), Behavioural/conative (intentions, action), Cognitive (beliefs). MKTG6007 crosses the cognitive vs affective basis with high vs low effort -> a 2x2 the unit leans on heavily : Low effort heuristics; simple beliefs; illusory truth mere exposure; mood; conditioning
• LookBook 每天 1 条
  • 每条只做 1 个概念：证据（截图/照片）+ 标签 + 机制一句话。[2]Source: asksia-bible-mktg6007-bilingual.pdf这不是讲座模块的逐字记录。它是对 MKTG6007 所考的 consumer behaviour 理论的一份紧凑、自足的梳理 -- 每个概念都 从第一性原理出发定义,锚定到一个真实品牌上,再直指它能帮你写好的那项任务。因为这门课没有考试,光知道一个模型只 完成了一半的工作:分数来自把它应用到一个真实消费者身上。 A 1 . LEARN 1·学习 You haven't done the module yet. Read a chapter top to bottom. Each concept opens with a plain-English definition, the theory behind it and a real brand example, so you can learn it cold before the workshop where it gets applied. 你还没学过这个模块。把一章从 头读到尾。每个概念都以通俗英 文的定义、其背后的理论以及一 个真实品牌例子开篇,让你能在 被用于应用的工作坊之前先把它 扎实学会。 B 2 . SPOT 2 · 发现 You're hunting LookBook material. Use the "apply it" box in every section as a lens: walk a supermarket, a feed, a billboard, and tag what you see to the model. That tagging is the LookBook. 你在搜集 LookBook 素材。把每 节里的“动手应用”框当作一面透 镜:逛一趟超市、刷一遍信息 流、看一块广告牌,把你所见到 的标注到模型上。那种标注本身 就是 LookBook。 C 3 . WRITE 3 ·撰写 You're drafting the report, oral or CCBC. Each chapter ends by naming the theory you can cite and the move that earns marks - diagnose the behaviour, name the mechanism, back it with evidence. 你在起草报告、口头展示或 CCBC。每章结尾都会点明你可 以引用的理论,以及能得分的动 作 -- 诊断行为、命名机制、用 证据加以佐证。 i The two-layer rule this book follows 本书遵循的双层规则 Standard CB theory and named models (MAO, EAPC, classical & operant conditioning, the encoding-storage- retrieval model, Weber's Law) are stated plainly - they are textbook material from Hoyer, MacInnis & Pieters, Consumer Behavior 8e. The unit's own framing and brand examples are paraphrased, never quoted from slides. Nothing here is invented; where the course only names a topic, this book says so. 标准 CB 理论与命名模型(MAO、EAPC、经典与操作性条件反射、编码一存储一提取模型、韦伯定律)都被平实地陈 述 -- 它们出自教材 Hoyer、Macinnis 与 Pieters,《Consumer Behavior》第8版。本单元自身的框定与品牌例子均 为转述,绝不引用幻灯片原文。这里没有任何杜撰;凡课程仅提及某主题之处,本书都会注明。 MKTG6007 . Consumer Behaviour ✓ Keep one consumer in view 始终盯住一个消费者 The fastest way to use this book is to pick one real behaviour now - ideally your own CCBC behaviour (the habit you'll try to change) - and read every model asking "how does this explain me doing this?" Theory sticks when it has a person attached. 使用本书最快的方法,是现在就选定一种真实行为 -- 最好是你自己的CCBC 行为(你将尝试改变的那个习惯) ––并 带着“这条模型如何解释我做这件事?”的问题去读每一个模型。理论一旦挂上一个人,就记得住。 MKTG6007 . Consumer Behaviour THE BLUEPRINT - THE ASSESSMENT BLUEPRINT 100% CONTINUOUS No exam - every mark is applied 没有考试 -- 每一分都靠应用拿到 Five tasks, each rewarding theory connected to a real consumer 五项任务,每一项都奖励与真实消费者相连的理论 MKTG6007 is assessed entirely by applied and continuous work - there is no final exam. Every task asks the same thing in a different shape: take a consumer-behaviour model and show it operating in a real consumer, brand or your own habit. Knowing the theory is the entry ticket; the grade is in the application.[18]Source: asksia-cheatsheet-mktg6007.pdf+ cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955 Normative vs informational social influence. REICHHELD HBR 2003 The Net Promoter Score - "the one number. " GILOVICH & MEDVEC 1994 Regret of action (short-term) vs inaction (long-term). SIA > Across every task the move is the same: name the concept, explain the mechanism, evidence it with a real consumer/brand. Mechanism > description is the marking line. asksia. ai/cheatsheet/ usyd-mktg6007 . side 2/2 AskSia STUDY SHEET SERIES
• Quiz：背标签 + 做“排除法解释”练习
  • 把常见 label 练到秒认（MAO、JND、serial position、operant conditioning 等）。[18]Source: asksia-cheatsheet-mktg6007.pdf+ cue mgmt 4 reflect - dissonance/regret, satisfaction Tag every reflection with a named concept - that's what earns the analysis marks, not the diary itself. 22 . Apply . Group Tasks 25% + 20% Written (25%): apply CB theory to a real consumer problem facing a business/government & design a solution. Structure: diagnose the consumer problem > explain it with theory > propose & justify a fix . Oral (20%): linked to the report - communicate the problem, its CB explanation & the solution to an external audience. Don't read slides; show you understand the mechanism. Pick a problem where one CB lens (e. g. low-effort decisions, or the disconfirmation gap) clearly explains the behaviour - depth beats a tour of every chapter. 23 . Apply . LookBook + 18% + 5% Quiz LookBook - a semester scrapbook of real stimuli mapped to concepts; the early post (Wk4) + reply (Wk5) are easy marks, the 15% document is the build. One strong analysed entry beats five thin captions. Quiz - 30 MCQ/TF, 25 min, open-book, one slot. Recognition speed wins - know the labels cold (MAO, EAPC, JND, the 6 steps, the decision rules, ELM routes), don't read mid-quiz. 24 . Named Theorists II CITE-READY PETTY & CACIOPPO 1986 ELM - central vs peripheral routes to persuasion. FISHBEIN / AJZEN TORA & TOPB - the attitude-behaviour link. DEUTSCH & GERARD 1955 Normative vs informational social influence. REICHHELD HBR 2003 The Net Promoter Score - "the one number. " GILOVICH & MEDVEC 1994 Regret of action (short-term) vs inaction (long-term). SIA > Across every task the move is the same: name the concept, explain the mechanism, evidence it with a real consumer/brand. Mechanism > description is the marking line. asksia. ai/cheatsheet/ usyd-mktg6007 . side 2/2 AskSia STUDY SHEET SERIES[11]Source: asksia-bible-mktg6007-bilingual.pdf✓ Lead with the learning frame 用学习框架来开头 The strongest mini-plans diagnose the habit as a cue-reinforcement loop and intervene on the loop (cue control + new reinforcer). That single frame shows you can apply learning theory, which is exactly the CCBC's core test. 最出色的小型计划会把习惯诊断为一个线索一强化循 环,并在这个循环上施加干预(线索控制+新的强化 物)。这一个框架就显示出你能应用学习理论,而这恰 是 CCBC 的核心检验。 ! Don't promise a perfect result 别承诺一个完美的结果 Build in honest lapse-tracking. A planned analysis of why you'll relapse (reinforcement, situational override) scores higher than an unrealistic clean-success plan. 纳入诚实的失误追踪。一份对你为何会复发(强化、 情境压倒)的预先分析,比一份不切实际的“干净成 功”计划得分更高。 Marker note: 10/10 = baseline + 3-4 woven theories + concrete evidence method + a 5-part structure. Listing theories without mapping them to the intervention caps it at half. 评分者备注:10/10= 基线+3-4 个交织的理论+具体的证据方法+一个五部分结构。只罗列理论而不把它们对应到干预, 最多算一半。 MKTG6007 . Consumer Behaviour PRACTICE . Q11-013 PRACTICE (CONT. ) MCQ sweep & a self-concept apply MCQ 集中练习与一道 self-concept 应用题 Two definitional MCQs and a final identity-signalling item 两道定义型 MCQ,以及最后一道身份信号题 The 5% out-of-class quiz is MCQ/true-false on CB principles. These mirror the recurring traps: pick your answer, then confirm you can say why each distractor is wrong. 占 5% 的课外测验是关于 CB 原理的选择题/判断题。它们映照那些反复出现的陷阱:先选答案,再确认你能说出每个干扰项 为何错。 Q11 MCQ learning A coffee chain's app gives a free drink after every 9 purchases. This is best explained by: 某咖啡连锁的 App 在每购买 9 次后赠送一杯免费饮品。这最适合用以下哪项来解释: (a) classical conditioning (b) operant conditioning - positive reinforcement - correct (c) the mere exposure effect (d) the disconfirmation paradigm Why (b): the reward follows and reinforces the purchase behaviour, increasing repeat - textbook operant conditioning. (a) involves pairing stimuli, not rewarding a behaviour. (c) is familiarity from exposure, no reward. (d) is a post-purchase satisfaction model. 为何选(b):奖励跟随购买行为并强化它,从而提高重复购买 -- 典型的操作性条件反射。(a)涉及刺激配对,而非奖励某一 行为。(c)是源于曝光的熟悉感,没有奖励。(d)是一种购后满意度模型。 012 MCQ memory A radio ad front-loads the brand name and repeats it as the closing word. Which memory principle is being exploited? 一则电台广告把品牌名前置,并以它作为结尾词重复。这利用的是哪条记忆原理? (a) chunking (b) Weber's Law (c) the serial-position effect - correct (d) habituation

• 7）我需要你补 2 个信息，我就能把“复习重点”进一步精确到你的交付物

• 你现在最急的是哪一个？（选 1-2 个就行）
  • A）CCBC：你准备改的行为是什么？（例如咖啡/外卖/刷手机）你现在的 baseline 大概多少？
  • B）Group report：你们选的真实问题/品牌/人群是什么？
  • C）LookBook：你更常抓到的是线下（超市/货架）还是线上（小红书/IG/YouTube）素材？

• （可选）如果你愿意，我也可以帮你把你这门课的**“你选的 CCBC 行为 + 你们组选题 + 你最常忘的3个概念”**记下来，之后你每次来我就按这三个优先带你复习。