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题    目：Semantic Versus Episodic Processing in Consumer Experiential Quality Learning

报告人：荷兰鹿特丹大学经济学院市场营销系助理教授

时    间：2014年11月19日（星期三）下午2:30-4:30

地    点：户外直播 313教室

The abstract: 

When making a brand choice, a consumer needs to form an evaluation for each brand under consideration. 

An interesting question to ask is what has been recalled in her mind to form an attitude toward a brand. Is it 

a previously formed overall impression or is it a vivid visualization of certain consumption episodes? A large

 literature in cognitive research has established the existence of both semantic and episodic memory in human 

brain, where semantic memory stores general knowledge (such as brand evaluation) and episodic memory

 stores personally experienced events that are context specific (such as consumption experiences). In the

 traditional learning model, a consumer is assumed to make brand choice only based on the overall quality 

evaluation from semantic memory. Hence, in this paper we propose a structural model with Bayesian learning

 that allows recall from both semantic and episodic memory. We also attempt to empirically test the effect of 

idiosyncratic traits as well as situational factors (based on finding in both experimental and MRI-based studies) on triggering the type of memory being recalled. The consumer depicted in this paper is 

assumed to have imperfect memory, i.e., recall with forgetting errors. In fact, it is the explicit modelling of 

these forgetting errors that allows us to econometrically identify and distinguish between the two memory 

systems. We calibrate the proposed model on scanner panel data in the laundry detergent category, and 

find that consumers are more likely to recall past consumption experiences to form a new evaluation at the 

point of purchase, rather than recalling an existing belief from semantic memory.

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2014年11月18日