PEMBELAJARAN KONSUMEN Pertemuan 06 Matakuliah: Perilaku Konsumen Tahun : 2009

PEMBELAJARAN KONSUMEN Pertemuan 06

Matakuliah : Perilaku KonsumenTahun : 2009

Bina Nusantara University 3

Chapter 7

Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition

SCHIFFMAN & KANUK

Consumer Learning


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?

http://www.prodhelp.com/oral_care17.shtml


Importance of Learning

• Marketers must teach consumers:– where to buy– how to use– how to maintain– how to dispose of products


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.


Consumer Consumer LearningLearning

A process by which individuals acquire the

purchase and consumption knowledge

and experience that they apply to

future related behavior.


Learning Processes

• Intentional: learning acquired as a result of a careful search for information

• Incidental: learning acquired by accident or without much effort


Elements of Learning Theories

• Motivation• Cues

• Response• Reinforcement


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.


Figure 7.1 Product Usage Leads to Reinforcement


Behavioral Learning Theories

• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning


Classical Classical ConditioningConditioning

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.

http://almaz.com/nobel/medicine/1904a.html


Instrumental Instrumental (Operant) (Operant)

ConditioningConditioning

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.


Figure 7.2A Pavlovian Model of Classical Conditioning

Unconditioned StimulusMeat paste

Conditioned StimulusBell

Unconditioned ResponseSalivation

Conditioned StimulusBell

Conditioned ResponseSalivation

AFTER REPEATED PAIRINGS


Figure 7.2B Analogous Model of Classical Conditioning

Unconditioned StimulusDinner aroma

Conditioned Stimulus6 o’clock news

Unconditioned ResponseSalivation

Conditioned Stimulus6 o’clock news

Conditioned ResponseSalivation

AFTER REPEATED PAIRINGS


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


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


Strategic Applications of Classical Conditioning

• Repetition• Stimulus Generalization• Stimulus Discrimination


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


Figure 7.4 Substantive Variations


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.


Stimulus Stimulus GeneralizationGeneralization

The inability to perceive differences

between slightly dissimilar stimuli.


Stimulus Generalization and Marketing

• Product Line, Form and Category Extensions• Family Branding• Licensing• Generalizing Usage Situations


Figure 7.5 Product Line

Extension


Figure 7.6 Product Form Extensions


Figure 7.7 Product

Category Extensions


Figure 7-8Shoe Manufacturer

Licenses Its Name


Stimulus Stimulus DiscriminationDiscrimination

The ability to select a specific stimulus from among similar stimuli because of perceived

differences.

Positioning

Differentiation


Figure 7.9 Stimulus

Discrimination


Figure 7.10 A Model of Instrumental Conditioning

Stimulus Situation

(Need good-looking jeans)

Try Brand D

Try Brand C

Try Brand B

Try Brand A

UnrewardedLegs too tight

UnrewardedTight in seat

UnrewardedBaggy in seat

RewardPerfect fit

Repeat Behavior


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.


Instrumental Conditioning and Marketing

• Customer Satisfaction (Reinforcement)• Reinforcement Schedules

– Shaping

• Massed versus Distributed Learning


Reinforcement

• Positive Reinforcement: Positive outcomes that strengthen the likelihood of a specific response

• Example: Ad showing beautiful hair as a reinforcement to buy shampoo

• Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behavior

• Example: Ad showing wrinkled skin as reinforcement to buy skin cream


Other Concepts in Reinforcement

• Punishment– Choose reinforcement rather than punishment

• Extinction– Combat with consumer satisfaction

• Forgetting– Combat with repetition


Observational Observational LearningLearning

A process by which individuals observe

the behavior of others, and

consequences of such behavior. Also known as modeling

or vicarious learning.


Figure 7.11 Consumers Learn by Modeling


Cognitive Cognitive Learning Learning TheoryTheory

Holds that the kind of learning most characteristic of human beings is problem solving,

which enables individuals to gain some control over their environment.


Figure 7.12 Appeal to Cognitive

Processing


Information Information ProcessingProcessing

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.


Figure 7.13 Information Processing and Memory Stores

Sensory Store

Sensory Store

Working Memory (Short-term

Store)

Working Memory (Short-term

Store)

Long-term Store

Long-term Store

Sensory Input Rehearsal Encoding Retrieval

Forgotten; lost

Forgotten; lost

Forgotten; unavailable


Retention

• Information is stored in long-term memory– Episodically: by the order in

which it is acquired– Semantically: according to

significant concepts


Table 7.1 Models of Cognitive Learning

Attention Cognitive

Action Conative PurchasePostpurchaseEvaluation

TrialAdoption

DecisionConfirmation

AffectiveEvaluation

InterestEvaluation Persuasion

KnowledgeAwarenessAwareness

Knowledge

InterestDesire

Sequential Stages

of Processing

Innovation Adoption

Model

Decision-Making Model

Tricompetent Model

Innovation Decision Process

Promotional Model


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.


Figure 7.14Split Brain

Theory

• Right/ Left Brain Hemispheres specialize in certain functions

Figure 7.14


Figure 7.15Encouraging

Right and Left Brain

Processing


Issues in Involvement Theory

• Involvement Theory and Media Strategy• Involvement Theory and Consumer Relevance• Central and Peripheral Routes to Persuasion• Measures of Involvement


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).


Elaboration Elaboration Likelihood Likelihood

Model Model (ELM)(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.


Figure 7.16 Peripheral Route to

Persuasion


Figure 7.17 Unexpected Headline Metaphor Increases Impact


The Elaboration Likelihood Model

Involvement

Central Route

Peripheral Route

Peripheral Cues

Influence Attitudes

Message Arguments Influence Attitudes

HIGH LOW


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


Figure 7.18 Starch Readership

Scores Measure Learning

http://www.roperasw.com/


Phases of Brand Loyalty

• Cognitive• Affective• Conative• Action


Figure 7.19 Brand Loyalty As A Function of

Relative Attitude and Patronage Behavior

LatentLoyalty

No Loyalty

Spurious Loyalty

Loyalty

LowLow

HighHigh

HighHigh LowLow

Repeat PatronageRepeat Patronage

Relative Relative AttitudeAttitude


Documents

PEMBELAJARAN KONSUMEN Pertemuan 06 Matakuliah: Perilaku Konsumen Tahun : 2009