Chapter 1 - Bina Darma e

Chapter 7
BAB 7
Consumer Learning
Mempelajari konsumen
Cognitive
Learning
Theory
Koqnitif
Teory
belajar
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
©2000 Prentice Hall
Consumer
Learning
Mempelajari
Konsumen
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
©2000 Prentice Hall
masa depan
Elements of Learning Theories
unsur unsur belajar teori stimulus
• Motivation
• Cues
• Response
• Reinforcement
1. Motipasi
2. Isyarat
3. Tanggapan
4. Penguatan
©2000 Prentice Hall
Reinforcement
Penguatan
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
©2000 Prentice Hall
Behavioral
Learning
Theories
Teori
mempelajari
Perilaku
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
©2000 Prentice Hall
Behavioral Learning Theories
• Classical Conditioning : Pengkondisian klasik
• Instrumental Conditioning : Pengkondisian
instrumental
• Modeling or Observational Learning
:Modeling atau Belajar Observasional
©2000 Prentice Hall
Classical
Conditioning
Pengkondisian
klasik
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
©2000 Prentice Hall
Instrumental
(Operant)
Conditioning
A behavioral theory of
learning based on a trial-anderror 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.
©2000 Prentice Hall
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
©2000 Prentice Hall
Figure 7.1A Pavlovian Model of
Classical Conditioning
Unconditioned Stimulus
Meat paste
Unconditioned Response
Salivation
Conditioned Stimulus
Bell
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Bell
Conditioned Response
Salivation
©2000 Prentice Hall
Figure 7.1B 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
©2000 Prentice Hall
Basic Concepts of Classical
Conditioning
Dasar konsep Pengkondisian
Klasik
• Repetition : Pengulangan
• Stimulus Generalization : Stimulus
generalisasi
• Stimulus Discrimination : Stimulus
Diskriminasi
©2000 Prentice Hall
Stimulus
Generalization
Stimulus
Generalisasi
The inability to perceive
differences between slightly
dissimilar stimuli.
The inability to perceive
differences between slightly
dissimilar stimuli
©2000 Prentice Hall
Stimulus Generalization and Marketing
Stimulus 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
©2000 Prentice Hall
Stimulus
Discrimination
Stimulus
Diskriminasi
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
©2000 Prentice Hall
Stimulus Discrimination and Marketing
Stimulus Diskriminasi dan Pemasaran
• Positioning : Posisi
• Differentiation : Diferensiasi
©2000 Prentice Hall
Instrumental Conditioning and
Marketing
• Customer Satisfaction (Reinforcement):
Kepuasan Pelanggan (Penguatan)
• Reinforcement Schedules : penguatan Jadwal
– Shaping : membentuk
• Massed versus Distributed Learning :
Berkumpul vs Belajar Terdistribusi
©2000 Prentice Hall
Figure 7.6 A Model of Instrumental
Conditioning
Stimulus
Situation
(Need goodlooking jeans)
Try
Brand A
Unrewarded
Legs too tight
Try
Brand B
Unrewarded
Tight in seat
Try
Brand C
Unrewarded
Baggy in seat
Try
Brand D
Reward
Perfect fit
Repeat Behavior
©2000 Prentice Hall
Observational
Learning
Belajar
Observational
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
©2000 Prentice Hall
Cognitive
Learning
Theory
Teory belajar
koqnitif
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.
©2000 Prentice Hall
Information
Processing
Proses
Informasi
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
©2000 Prentice Hall
Issues In Information Processing
Masalah 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
©2000 Prentice Hall
Figure 7.9 Information Processing and
Memory Stores
Sensory
Input
Sensory
Store
Forgotten;
lost
Rehearsal
Working
Memory
(Shortterm
Store)
Forgotten;
lost
Encoding
Longterm
Store Retrieval
Forgotten;
unavailable
©2000 Prentice Hall
Sensory 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
©2000 Prentice Hall
Short-Term
Store
The stage of real memory in
which information received
from the sensory store for
processing is retained briefly
before passing into the longterm 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
©2000 Prentice Hall
Long-Term
Store
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
©2000 Prentice Hall
Rehearsal
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
©2000 Prentice Hall
Encoding
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
©2000 Prentice Hall
Retention
• Information is stored in long-term memory
:Informasi disimpan dalam memori jangka
panjang
– Episodically: by the order in which it is acquired
Episodik: oleh urutan di mana ia diperoleh
– Semantically: according to significant concepts
Semantik: menurut konsep-konsep yang signifikan
©2000 Prentice Hall
Figure 7.10 Conceptualization of Long-Term
Storage of Personal Computer Information
PERSONAL
COMPUTERS
Models
Operating
Systems
Manufacturers
Monitors
Printers
Type
Manufacturer
Type
Manufacturer
SOFTWARE
Word
processing
Spreadsheets
Databases
Games
Graphics
©2000 Prentice Hall
Retrieval
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.
©2000 Prentice Hall
Table 7.1 Models of Cognitive Learning
Promotional Tricompetent
Model
Model
Attention
Sequential
Stages of
Processing
Interest
Desire
Action
Cognitive
Affective
Conative
DecisionMaking
Model
Innovation
Adoption
Model
Awareness
Knowledge
Awareness
Innovation
Decision
Process
Knowledge
Interest
Evaluation Evaluation Persuasion
Purchase
Trial
Decision
Postpurchase Adoption Confirmation
Evaluation
©2000 Prentice Hall
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
©2000 Prentice Hall
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.
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. ©2000 Prentice Hall
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
©2000 Prentice Hall
Hemispheral
Lateralization
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.
©2000 Prentice Hall
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).
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). ©2000 Prentice Hall
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.
Sebuah teori yang mengemukakan
bahwa tingkat seseorang
keterlibatan selama pemrosesan
pesan merupakan faktor penting
dalam menentukan rute ke persuasi
kemungkinan efektif.
©2000 Prentice Hall
The Elaboration Likelihood Model
Involvement
HIGH
LOW
Central
Route
Peripheral
Route
Message
Arguments
Influence
Attitudes
Peripheral
Cues
Influence
Attitudes
©2000 Prentice Hall
Table 7.2 Measuring Involvement on a
Semantic Differential Scale
TO ME, (INSERT PRODUCT OR PRODUCT CATGORY) IS:
1 2 3 4 5 6 7
1. Important
- - - - - - - Unimportant
2. Interesting
- - - - - - - Boring
3. Relevant
- - - - - - - Irrelevant
4. Exciting
- - - - - - - Unexciting
5. Meaningful - - - - - - - Meaningless
6. Appealing
- - - - - - - Unappealing
7. Fascinating - - - - - - - Ordinary
8. Priceless
- - - - - - - Worthless
9. Involving
- - - - - - - Uninvolving
10. Necessary
- - - - - - - Unnecessary
©2000 Prentice Hall
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.
©2000 Prentice Hall
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
©2000 Prentice Hall
Brand Loyalty
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.
©2000 Prentice Hall
Figure 7.16 Brand Loyalty As a Function
of Relative Attitude and Patronage
Behavior
Repeat Patronage
High
Low
High
Loyalty
Latent
Loyalty
Low
Spurious
Loyalty
No
Loyalty
Relative
Attitude
©2000 Prentice Hall
Brand Equity
The value inherent in a wellknown brand name.
Nilai yang melekat dalam nama
merek terkenal.
©2000 Prentice Hall