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 belajar teori stimulus • Motivation • Cues • Response

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. 1 A 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. 1 B 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 ©

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

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 Try Brand A Try Brand B Stimulus Situation (Need goodlooking jeans) Unrewarded Legs too tight 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 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 Attention Sequential Stages of Processing Interest Desire Action Cognitive Affective Conative Decision. Making Model Innovation Adoption Model Awareness Knowledge Innovation Decision Process Awareness Knowledge Interest 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

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 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 Relative Attitude Low High Loyalty Latent Loyalty Low Spurious Loyalty No Loyalty © 2000 Prentice Hall