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

3. Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK
Chapter 7
Consumer Learning
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4. 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?
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5. Importance of Learning
Marketers must teach consumers:
where to buy
how to use
how to maintain
how to dispose of products
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6. 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.
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7. 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.
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8. Learning Processes
Intentional: learning acquired as a result of a careful search for information
Incidental: learning acquired by accident or without much effort
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9. Elements of Learning Theories
Motivation
Cues
Response
Reinforcement
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10. 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.
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11. Figure 7.1 Product Usage Leads to Reinforcement
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12. Behavioral Learning Theories
Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning
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13. 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
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14. 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.
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15. 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
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16. 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
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17. 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
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18. 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
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19. Strategic Applications of Classical Conditioning
Repetition
Stimulus Generalization
Stimulus Discrimination
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20. 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
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21. Figure 7.4 Substantive Variations
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22. 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.
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23. Stimulus Generalization
The inability to perceive differences between slightly dissimilar stimuli.
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24. Stimulus Generalization and Marketing
Product Line, Form and Category Extensions
Family Branding
Licensing
Generalizing Usage Situations
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25. Figure 7.5 Product Line Extension
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26. Figure 7.6 Product Form Extensions
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27. Figure 7.7 Product Category Extensions
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28. Figure 7-8 Shoe Manufacturer Licenses Its Name
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29. Stimulus Discrimination
The ability to select a specific stimulus from among similar stimuli because of perceived differences.
Positioning
Differentiation
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30. Figure 7.9 Stimulus Discrimination
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31. 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
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32. 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.
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33. Instrumental Conditioning and Marketing
Customer Satisfaction (Reinforcement)
Reinforcement Schedules
Shaping
Massed versus Distributed Learning
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34. 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
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35. Other Concepts in Reinforcement
Punishment
Choose reinforcement rather than punishment
Extinction
Combat with consumer satisfaction
Forgetting
Combat with repetition
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36. Observational Learning
A process by which individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.
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37. Figure 7.11 Consumers Learn by Modeling
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38. 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.
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39. Figure 7.12 Appeal to Cognitive Processing
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40. 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.
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41. 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
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42. Retention Information is stored in long-term memory
Episodically: by the order in which it is acquired
Semantically: according to significant concepts
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43. 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
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44. 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.
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45. Figure 7.14 Split Brain Theory
Right/ Left Brain Hemispheres specialize in certain functions
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46. Figure 7.15 Encouraging Right and Left Brain Processing
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47. Issues in Involvement Theory
Involvement Theory and Media Strategy
Involvement Theory and Consumer Relevance
Central and Peripheral Routes to Persuasion
Measures of Involvement
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48. 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).
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49. 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.
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50. Figure 7.16 Peripheral Route to Persuasion
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51. Figure 7.17 Unexpected Headline Metaphor Increases Impact
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52. The Elaboration Likelihood Model
Involvement
HIGH
LOW
Central Route
Peripheral Route
Message Arguments Influence Attitudes
Peripheral Cues Influence Attitudes
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53. 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
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54. Figure 7.18 Starch Readership Scores Measure Learning
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55. Phases of Brand Loyalty
Cognitive
Affective
Conative
Action
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56. 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
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57. Bina Nusantara University