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KONSUMEN
Nenylala
Mutiara Ezrani br Sitepu, M.Psi
nenylalasitepu@lecturer.uph.edu
mutiara.ezrani@uph.edu
nenilala@gmail.com
Importance of Learning
Consumer Learning = A process by which individuals acquire the
purchase and consumption knowledge and experience that they apply
to future related behavior.
Setelah pengulangan :
Respon Tak Terkondisi :
Stimulus terkondisi :
Air Liur
Bel setiap 6 jam
Strategic Applications of Classical Conditioning
• Repetition
• Stimulus Generalization The inability to
perceive differences between slightly dissimilar
stimuli.
• Stimulus Discrimination Kemampuan untuk
memilih stimulus spesifik dari rangsangan yang sama
karena perbedaan yang dirasakan. Pemimpin pasar
biasanya ingin agar produknya dilihat berbeda dengan
pesaingnya. Oleh karena itu, diskriminasi stimulus
biasanya dipakai melakukan positioning dan
differentiation produk oleh produsen/pemimpin pasar
pada umumnya.
Repetition
• Repetition increases strength of associations and slows
forgetting but over time may result in advertising
wearout (kebosanan thdp iklan).
• Repetition purpose to make consumer aware of the
product, show the relevance of the product, and remind
them of its benefits.
9/27/2018 9
Stimulus Generalization and Marketing
1. Product Line, Form and Category
Extensions
2. Family Branding
3. Licensing
Stimulus Generalization and Marketing in
Product Line, Form and Category Extensions
Product Line
Extension
Stimulus Generalization and Marketing in
Product Line, Form and Category Extensions
Try Unrewarded
Brand B Tight in seat
Stimulus
Situation
Try Unrewarded
(Need good-
looking jeans) Brand C Baggy in seat
Try Reward
Brand D Perfect fit
Repeat Behavior
Instrumental Conditioning and
Marketing
1. Customer Satisfaction
(Reinforcement)
2. Reinforcement Schedules &
Shaping
3. Massed versus Distributed
Learning
Instrumental Conditioning and
Marketing : Reinforcement
• Positive Reinforcement: • Negative Reinforcement:
Positive outcomes that Unpleasant or negative
strengthen the likelihood outcomes that serve to
of a specific response encourage a specific
• Example: Ad showing behavior
beautiful hair as a • Example: Ad showing
reinforcement to buy wrinkled skin as
shampoo reinforcement to buy skin
cream
Instrumental Conditioning and
Marketing : Reinforcement
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Positif dari Pelanggan
Instrumental Conditioning and Marketing:
Reinforcement Schedules