Chapter 7 BAB 7

Chapter 7 BAB 7

Consumer Learning

Mempelajari konsumen

©2000 Prentice Hall

Cognitive Cognitive Learning Learning TheoryTheoryKoqnitifKoqnitifTeory Teory belajarbelajar

A theory of learning based on mental information

processing, often in response to problem solving.

Sebuah teori pembelajaran berdasarkan teori jiwa,sering

d gunakan dalam menanggapi pemecahan

masalah


Consumer Consumer LearningLearning

MempelajariMempelajariKonsumenKonsumen

A process by which individuals acquire the

purchase and consumption knowledge and experience

that they apply to future related behavior.

Sebuah proses dimana individu memperoleh pembelian,

pengetahuan konsumsi dan pengalaman yang mereka

berlakukan untuk perilaku terkait masa depan


Elements of Learning Theoriesunsur unsur belajar teori stimulus

• Motivation• Cues• Response• Reinforcement1. Motipasi2. Isyarat3. Tanggapan4. Penguatan


ReinforcementReinforcementPenguatanPenguatan

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.Sebuah hasil yang positif atau negatif yang mempengaruhi

kemungkinan bahwa perilaku tertentu akan berulang di masa

depan dalam menanggapi isyarat tertentu atau stimulus


Behavioral Behavioral Learning Learning TheoriesTheories

Teori Teori mempelajari mempelajari

PerilakuPerilaku

Theories based on the premise that learning takes

place as the result of observable responses to external stimuli. Also

known as stimulus response theory.

Teori didasarkan pada premis bahwa pembelajaran

terjadi sebagai hasil dari respon diamati terhadap

rangsangan eksternal. Juga dikenal sebagai teori

stimulus respon


Behavioral Learning Theories

• Classical Conditioning : Pengkondisian klasik• Instrumental Conditioning : Pengkondisian

instrumental• Modeling or Observational

Learning :Modeling atau Belajar Observasional


Classical Classical ConditioningConditioningPengkondisianPengkondisian

klasikklasik

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.

Sebuah teori belajar tingkah laku yang menurutnya stimulus

dipasangkan dengan stimulus lain yang memunculkan respon

diketahui yang berfungsi untuk menghasilkan respon yang sama

ketika digunakan sendiri


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.

Sebuah teori perilaku belajar berdasarkan proses trial-and-error, dengan kebiasaan paksa sebagai

hasil dari pengalaman positif (reinforcement) yang dihasilkan

dari respon tertentu atau perilaku.


Conditions for Optimal Conditioning

• Forward Conditioning (CS Precedes US) :Pengekondisian Maju ( CS Precedes US)

• Repeated Pairings of CS and US : Mengulang Pairing CS n US

• A CS and US that Logically Belong to Each Other: suatu CS dan US yang logika nya milik bersama

• A CS that is Novel and Unfamiliar : Sebuah CS yg novel dan terbiasa

• A US that is Biologically or Symbolically Salient : Sebuah US yang biologis atau simbolis salient


Figure 7.1A Pavlovian Model of Classical Conditioning

Unconditioned StimulusMeat paste

Conditioned StimulusBell

Unconditioned ResponseSalivation

Conditioned StimulusBell

Conditioned ResponseSalivation

AFTER REPEATED PAIRINGS


Figure 7.1B 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


Basic Concepts of Classical Conditioning

Dasar konsep PengkondisianKlasik

• Repetition : Pengulangan• Stimulus Generalization : Stimulus generalisasi• Stimulus Discrimination : Stimulus

Diskriminasi


Stimulus Stimulus GeneralizationGeneralization

StimulusStimulusGeneralisasiGeneralisasi

The inability to perceive differences between slightly

dissimilar stimuli.

The inability to perceive differences between slightly

dissimilar stimuli


Stimulus Generalization and MarketingStimulus Generalisasi dan Pemasaran

• Product Line, Form and Category Extensions : Baris Produk, Formulir dan Kategori Ekstensi

• Family Branding : Merek Kluarga• Licensing : Perizinan• Generalizing Usage Situations : Generalisasi

situasi penggunaan


Stimulus Stimulus DiscriminationDiscrimination

Stimulus Stimulus DiskriminasiDiskriminasi

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

differences.Kemampuan untuk memilih

rangsangan tertentu dari antara rangsangan yang sama karena

perbedaan persepsi


Stimulus Discrimination and MarketingStimulus Diskriminasi dan Pemasaran

• Positioning : Posisi• Differentiation : Diferensiasi


Instrumental Conditioning and Marketing

• Customer Satisfaction (Reinforcement): Kepuasan Pelanggan (Penguatan)

• Reinforcement Schedules : penguatan Jadwal– Shaping : membentuk

• Massed versus Distributed Learning : Berkumpul vs Belajar Terdistribusi


Figure 7.6 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


Observational Observational LearningLearningBelajar Belajar

ObservationalObservational

A process by which individuals observe the

behavior of others, remember it, and imitate it. Also known as modeling.

Sebuah proses dimana individu mengamati perilaku orang lain, ingat itu, dan menirunya. Juga

dikenal sebagai pemodelan


Cognitive Cognitive Learning Learning TheoryTheory

Teory belajar Teory belajar koqnitifkoqnitif

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

solving, which enables individuals to gain some

control over their environment.

Menyatakan bahwa jenis pembelajaran yang paling karakteristik dari manusia

adalah pemecahan masalah, yang memungkinkan individu untuk

mendapatkan kontrol atas lingkungan mereka.


Information Information ProcessingProcessing

Proses Proses InformasiInformasi

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.

Sebuah teori kognitif belajar manusia berpola setelah

pengolahan informasi komputer yang berfokus pada bagaimana

informasi disimpan dalam memori manusia dan bagaimana itu akan

diambil


Issues In Information ProcessingMasalah dalam pengolahan informsi

• How Consumers Store, Retain and Retrieve Information :Bagaimana Konsumen Menyimpan, Mempertahankan dan Ambil Informasi

• Limited and Extensive Information Processing :Limited dan ekstensif Informasi Pengolahan


Figure 7.9 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


Sensory StoreSensory Store

The place in which all sensory inputs are housed very briefly before passing into the short-term store.

Tempat di mana semua masukan sensorik disimpan sangat singkat sebelum melewati ke toko jangka

pendek


Short-Term Short-Term StoreStore

The stage of real memory in which information received from the sensory store for

processing is retained briefly before passing into the long-

term store or forgotten.Tahap memori nyata di mana

informasi yang diterima dari toko sensorik untuk pengolahan

dipertahankan sebentar sebelum melewati ke toko jangka panjang

atau lupa


Long-Term Long-Term StoreStore

In information-processing theory, the stage of real

memory where information is organized, reorganized and retained for relatively extended periods of time.

Dalam pemrosesan informasi teori, tahap memori nyata di mana

informasi diatur, ditata ulang dan disimpan untuk waktu yang relatif

lama


RehearsalRehearsal

The silent, mental repetition of material. Also, the

relating of new data to old data to make the former

more meaningful.

The silent, pengulangan diam mental materi. Juga, terkait data

baru untuk data lama untuk membuat mantan lebih bermakna


EncodingEncoding

The process by which individuals select and assign

a word or visual image to represent a perceived object

or idea.

Proses dimana individu memilih dan menetapkan kata atau gambar visual untuk mewakili objek yang

dirasakan atau ide


Retention• Information is stored in long-term

memory :Informasi disimpan dalam memori jangka panjang– Episodically: by the order in which it is acquiredEpisodik: oleh urutan di mana ia diperoleh– Semantically: according to significant conceptsSemantik: menurut konsep-konsep yang signifikan


Figure 7.10 Conceptualization of Long-Term Storage of Personal Computer Information

PERSONAL COMPUTERS

Manufacturers

Models

SOFTWARE

ManufacturerType

Monitors

Printers

Operating Systems

ManufacturerType

Word processing

Databases

Graphics

Spreadsheets

Games


RetrievalRetrieval

The stage of information processing in which individuals recover

information from long-term storage.

Tahap pengolahan informasi di mana individu memulihkan

informasi dari penyimpanan jangka panjang.


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


Limited and Extensive Information Processing

• Extensive and complex processing of information may not apply to all purchase decisions :Pengolahan luas dan kompleks dari informasi yang mungkin tidak berlaku untuk semua keputusan pembelian

• Involvement may influence extent of information processing :Keterlibatan dapat mempengaruhi tingkat pengolahan informasi


Involvement Involvement TheoryTheory

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.

Sebuah teori pembelajaran konsumen yang mendalilkan bahwa konsumen terlibat dalam berbagai

kegiatan pengolahan informasi dari luas untuk masalah yang terbatas

pemecahan, tergantung pada relevansi dari pembelian.


Issues in Involvement Theory

• Involvement Theory and Media Strategy : Keterlibatan Teori dan Strategi Media

• Involvement Theory and Consumer Relevance : Keterlibatan Teori Relevansi dan Konsumen

• Central and Peripheral Routes to Persuasion Tengah dan Peripheral Rute menuju Persuasi• Measures of Involvement : Tindakan

Keterlibatan


Hemispheral Hemispheral LateralizationLateralization

Learning theory in which the basic premise is that the

right and left hemispheres of the brain “specialize” in the

kinds of information that they process. Also called

split brain theory.

Belajar teori di mana premis dasar adalah bahwa belahan otak kanan

dan otak kiri "mengkhususkan diri" dalam jenis informasi yang mereka memproses. Juga disebut teori otak

split.


Central and Central and Peripheral Peripheral Routes to Routes to

PersuasionPersuasion

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).

Sebuah teori yang mengusulkan bahwa konsumen sangat terlibat

yang terbaik dicapai melalui iklan yang fokus pada atribut tertentu

dari produk (rute pusat) sementara konsumen tidak terlibat dapat menarik melalui isyarat iklan

perifer seperti model atau pengaturan (rute perifer).


Elaboration Elaboration Likelihood Likelihood

Model (ELM)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.

Sebuah teori yang mengemukakan bahwa tingkat seseorang

keterlibatan selama pemrosesan pesan merupakan faktor penting

dalam menentukan rute ke persuasi kemungkinan efektif.


The Elaboration Likelihood Model

Involvement

Central Route

Peripheral Route

Peripheral Cues

Influence Attitudes

Message Arguments Influence Attitudes

HIGH LOW


TO ME, (INSERT PRODUCT OR PRODUCT CATGORY) IS:

Table 7.2 Measuring Involvement on a Semantic Differential Scale

1. Important 2. Interesting 3. Relevant 4. Exciting 5. Meaningful 6. Appealing 7. Fascinating 8. Priceless 9. Involving10. Necessary

1----------

UnimportantBoringIrrelevantUnexcitingMeaninglessUnappealingOrdinaryWorthlessUninvolvingUnnecessary

2----------

3----------

4----------

5----------

6----------

7----------


Table 7.3 Product Involvement Inventory Measuring Consumers’ Enduring

Involvement With Products

1. I would be interested in reading about this product.2. I would read a Consumer Reports article about this

product.3. I have compared product characteristics among bands.4. I usually pay attention to ads for this product.5. I usually talk about his product with other people.6. I usually seek advice from other people prior to

purchasing this product.7. I usually take many factors into account before

purchasing this product.8. I usually spend a lot of time choosing what kind to buy.


Measures of Consumers Learning• Recognition and Recall

Measures :Pengakuan dan Recall Tindakan– Aided and Unaided Recall : Tanpa

bantuan dan dibantu Recall• Cognitive Responses to Advertising

:Kognitif Responses to Iklan– Copytesting

• Attitudinal and Behavioral Measures of Brand Loyalty : Sikap dan perilaku Ukuran Loyalitas Merek


Brand Brand LoyaltyLoyalty

Consistent preference and/or purchase of the same brand

in a specific product or service category.

Konsisten preferensi dan / atau pembelian merek yang sama pada

produk tertentu atau kategori layanan.


Figure 7.16 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


Brand EquityBrand EquityThe value inherent in a well-

known brand name.

Nilai yang melekat dalam nama merek terkenal.

Chapter 7 BAB 7

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