PEMBELAJARAN KONSUMEN Pertemuan 06 Matakuliah : Perilaku Konsumen Tahun : 2009 PEMBELAJARAN KONSUMEN Pertemuan 06

Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Chapter 7 Consumer Learning Bina Nusantara University

The Importance of Consumer Learning to New Product Success Why did these products fail? Listerine Toothpaste Ben-Gay Aspirin Oreo Little Fudgies Why did PocketPaks succeed? Bina Nusantara University

Importance of Learning Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products Bina Nusantara University

Learning Theories Behavioral Theories: Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory. Cognitive Theories: A theory of learning based on mental information processing, often in response to problem solving. Bina Nusantara University

future related behavior. Consumer Learning A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. Bina Nusantara University

Learning Processes Intentional: learning acquired as a result of a careful search for information Incidental: learning acquired by accident or without much effort Bina Nusantara University

Elements of Learning Theories Motivation Cues Response Reinforcement Bina Nusantara University

Reinforcement A positive or negative outcome that influences the likelihood that a specific behavior will be repeated in the future in response to a particular cue or stimulus. Bina Nusantara University

Figure 7.1 Product Usage Leads to Reinforcement Bina Nusantara University

Behavioral Learning Theories Classical Conditioning Instrumental Conditioning Modeling or Observational Learning Bina Nusantara University

Classical Conditioning A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone. Classical Conditioning Bina Nusantara University

Instrumental (Operant) Conditioning A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors. Bina Nusantara University

Figure 7.2A Pavlovian Model of Classical Conditioning Unconditioned Stimulus Meat paste Unconditioned Response Salivation Conditioned Stimulus Bell AFTER REPEATED PAIRINGS Conditioned Stimulus Bell Conditioned Response Salivation Bina Nusantara University

Figure 7.2B Analogous Model of Classical Conditioning Unconditioned Stimulus Dinner aroma Unconditioned Response Salivation Conditioned Stimulus 6 o’clock news AFTER REPEATED PAIRINGS Conditioned Stimulus 6 o’clock news Conditioned Response Salivation Bina Nusantara University

Cognitive Associative Learning Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment. From this viewpoint, classical conditioning is not reflexive action, but rather the acquisition of new knowledge Bina Nusantara University

Neo-Pavlovian Conditioning Forward Conditioning (CS Precedes US) Repeated Pairings of CS and US A CS and US that Logically Belong to Each Other A CS that is Novel and Unfamiliar A US that is Biologically or Symbolically Salient Bina Nusantara University

Strategic Applications of Classical Conditioning Repetition Stimulus Generalization Stimulus Discrimination Bina Nusantara University

Figure 7.3 Cosmetic Variations in Ads Repetition Repetition increases strength of associations and slows forgetting but over time may result in advertising wearout. Cosmetic variations reduce satiation. Figure 7.3 Cosmetic Variations in Ads Bina Nusantara University

Figure 7.4 Substantive Variations Bina Nusantara University

Three-Hit Theory Repetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effective The number of actual repetitions to equal three exposures is in question. Bina Nusantara University

Stimulus Generalization The inability to perceive differences between slightly dissimilar stimuli. Bina Nusantara University

Stimulus Generalization and Marketing Product Line, Form and Category Extensions Family Branding Licensing Generalizing Usage Situations Bina Nusantara University

Figure 7.5 Product Line Extension Bina Nusantara University

Figure 7.6 Product Form Extensions Bina Nusantara University

Figure 7.7 Product Category Extensions Bina Nusantara University

Figure 7-8 Shoe Manufacturer Licenses Its Name Bina Nusantara University

Stimulus Discrimination The ability to select a specific stimulus from among similar stimuli because of perceived differences. Positioning Differentiation Bina Nusantara University

Figure 7.9 Stimulus Discrimination Bina Nusantara University

Figure 7.10 A Model of Instrumental Conditioning Stimulus Situation (Need good-looking jeans) Try Brand D Brand C Brand B Brand A Unrewarded Legs too tight Tight in seat Baggy in seat Reward Perfect fit Repeat Behavior Bina Nusantara University

Instrumental Conditioning Consumers learn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors. A favorable experience is instrumental in teaching the individual to repeat a specific behavior. Bina Nusantara University

Instrumental Conditioning and Marketing Customer Satisfaction (Reinforcement) Reinforcement Schedules Shaping Massed versus Distributed Learning Bina Nusantara University

Reinforcement Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behavior Example: Ad showing wrinkled skin as reinforcement to buy skin cream Positive Reinforcement: Positive outcomes that strengthen the likelihood of a specific response Example: Ad showing beautiful hair as a reinforcement to buy shampoo Bina Nusantara University

Other Concepts in Reinforcement Punishment Choose reinforcement rather than punishment Extinction Combat with consumer satisfaction Forgetting Combat with repetition Bina Nusantara University

Observational Learning A process by which individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning. Bina Nusantara University

Figure 7.11 Consumers Learn by Modeling Bina Nusantara University

Cognitive Learning Theory Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment. Bina Nusantara University

Figure 7.12 Appeal to Cognitive Processing Bina Nusantara University

Information Processing A cognitive theory of human learning patterned after computer information processing that focuses on how information is stored in human memory and how it is retrieved. Bina Nusantara University

Figure 7.13 Information Processing and Memory Stores Sensory Store Working Memory (Short-term Store) Long-term Store Sensory Input Rehearsal Encoding Retrieval Forgotten; lost Forgotten; lost Forgotten; unavailable Bina Nusantara University

Retention Information is stored in long-term memory Episodically: by the order in which it is acquired Semantically: according to significant concepts Bina Nusantara University

Table 7.1 Models of Cognitive Learning Promotional Model Tricompetent Model Decision-Making Model Innovation Adoption Model Innovation Decision Process Sequential Stages of Processing Attention Cognitive Awareness Knowledge Awareness Knowledge Interest Desire Affective Evaluation Interest Evaluation Persuasion Action Conative Purchase Postpurchase Evaluation Trial Adoption Decision Confirmation Bina Nusantara University

Involvement Theory A theory of consumer learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving, depending on the relevance of the purchase. Bina Nusantara University

Figure 7.14 Split Brain Theory Right/ Left Brain Hemispheres specialize in certain functions Bina Nusantara University

Figure 7.15 Encouraging Right and Left Brain Processing Bina Nusantara University

Issues in Involvement Theory Involvement Theory and Media Strategy Involvement Theory and Consumer Relevance Central and Peripheral Routes to Persuasion Measures of Involvement Bina Nusantara University

Central and Peripheral Routes to Persuasion A theory that proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route). Bina Nusantara University

Elaboration Likelihood Model (ELM) A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective. Bina Nusantara University

Figure 7.16 Peripheral Route to Persuasion Bina Nusantara University

Figure 7.17 Unexpected Headline Metaphor Increases Impact Bina Nusantara University

The Elaboration Likelihood Model Involvement HIGH LOW Central Route Peripheral Route Message Arguments Influence Attitudes Peripheral Cues Influence Attitudes Bina Nusantara University

Measures of Consumer Learning Recognition and Recall Measures Aided and Unaided Recall Cognitive Responses to Advertising Copytesting Measures Attitudinal and Behavioral Measures of Brand Loyalty Bina Nusantara University

Figure 7.18 Starch Readership Scores Measure Learning Bina Nusantara University

Phases of Brand Loyalty Cognitive Affective Conative Action Bina Nusantara University

Brand Loyalty As A Function of Figure 7.19 Brand Loyalty As A Function of Relative Attitude and Patronage Behavior Repeat Patronage High Low Relative Attitude High Loyalty Latent Loyalty Low Spurious Loyalty No Loyalty Bina Nusantara University

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