Consumer Perception and Consumer Learning

aris.suryamas@pmbs.ac.id

Previous Topics Review

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

Todays Learning Objectives

To Understand:

The Sensory Dynamics of Perception, three Elements of Perception and Their Strategic Applications.

2 Information Processing and Behavior Learning and

Understand Their Strategic Applications to Consumer Behavior.

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

A Model of Consumer Decision Making

Firms Marketing Efforts INPUT

Social Environment

4P

Family, Group, Culture, Social Class

PROCESS

Motivation, Perception, Learning, Personality, Attitudes

OUTPUT

Purchase and Post-Purchase Evaluation

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world Elements of Perception:
Sensation

Absolute Threshold
Differential Threshold Subliminal Perception
Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

Sensation
Sensation is the immediate and direct response of the sensory organs to stimuli
A stimulus is any unit of input to any of the senses.

The absolute threshold is the lowest level at which an individual can experience a sensation.

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

Differential Threshold (Just Noticeable Difference j.n.d.)

Minimal difference that can be detected between two similar stimuli Webers law
The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

Class Discussion

How might a cereal manufacturer such as Kelloggs use the j.n.d. for Frosted Flakes in terms of:
Product decisions Packaging decisions Advertising decisions Sales promotion decisions

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

Subliminal Perception
Stimuli that are too weak or too brief to be consciously seen or heard Is it effective?
Extensive research has shown no evidence that subliminal advertising can cause behavior changes

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

Aspects of Perception
Selection Organization Interpretation

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Perceived Price, Perceived Risk and Perceived Quality

Reference prices used as a basis for comparison in judging another price. The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product.) Perceived Risk The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision.
Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

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How Can This Ad Affect the Perceived Quality?

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Learning
The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior Elements of Learning Theories:

Motivation Cues

Unfilled needs lead to motivation

Stimuli that direct motives Consumer reaction to a drive or cue

Response
Reinforcement

Increases the likelihood that a response will occur in the future as a result of a cue

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

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Two Major Learning Theories

Behavioral Learning
Based on observable behaviors (responses) that occur as the result of exposure to stimuli

Cognitive Learning
Learning based on mental information processing Often in response to problem solving

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

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Behavioral Learning

Classical Conditioning
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.

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

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Models of Classical Conditioning Figure 7-2a

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Class Discussion

For Coca-Cola or another beverage company:

How have they used classical conditioning in their marketing? Identify the unconditioned and conditioned stimuli, the conditioned and unconditioned response.
Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

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Strategic Applications of Classical Conditioning

Basic Concepts
Repetition Stimulus generalization Stimulus discrimination
Increases the association between the conditioned and unconditioned stimulus Slows the pace of forgetting Advertising wearout is a problem
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Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

Why Did Gillette Use Two Different Ads to Advertise the Same Product?

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

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Strategic Applications of Classical Conditioning (contd)

Basic Concepts
Repetition Stimulus generalization Stimulus discrimination
Having the same response to slightly different stimuli Helps me-too products to succeed Useful in:
product extensions family branding licensing
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Class Discussion

How does a pharmacy and medicine company use stimulus generalization for their private brands? Do you think it is effective? Should this be allowable?
Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

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Strategic Applications of Classical Conditioning (contd)

Basic Concepts
Repetition Stimulus generalization Stimulus discrimination
Selection of a specific stimulus from similar stimuli Opposite of stimulus generalization This discrimination is the basis of positioning which looks for unique ways to fill needs
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Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

Behavioral Learning (contd) Instrumental (Operant) Conditioning

A behavioral theory of learning based on a trialand-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.

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A Model of Instrumental Conditioning Figure 7.9

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Strategic Applications of Instrumental Conditioning

Customer Satisfaction (Reinforcement) Reinforcement Schedules Shaping Massed versus Distributed Learning

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Summary
Behavioral Learning
Classical Conditioning Instrumental Conditioning

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011

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