WELCOME to POSTGRADUATE

PROGRAMME
The London School of Public Relations – Jakarta
The Leading Graduate School of Communication
 MASTER OF ARTS IN COMMUNICATION : MARKETING COMMUNICATION

SUBJECT/LECTURER : CONSUMER BEHAVIOUR / Dr.

Susilowati
E-learning 6th
Programme SESSION
Consumer learning

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 Learning objective

To understand the process and elements of consumer learn

about products and services.
To study behavioural learning and understand its aplications to
consumption behaviour
To study information processing and cognitive learning and
understand their strategic application to consumer behaviour

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 What is consumer learning ??

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 Definition

Consumer learning is a process by which

individuals acquire the purchase and
consumption knowledge and experience that
they apply to future related behaviour.

Or learning are those behaviours that result from

Repeated experience
Thinking

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Element consumer learning

In order for learning to occur, certain basic must be present.

These elements are :
Motivation --> unfilled needs lead to motivation
Cues is the stimuli that direct these motives.
Response refers to how individuals react to drive or cue
Reinforcement is a specific response will occur in the future
as the result of particular cues or stimuli (the reward)

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 Basic Element Of Consumer Learning
And Example
LSPR Student require a suit for graduation party

Motivation Requirement for graduation party

•Relevance of need and goal.
•A need that motivates action
Cues Discount/sales, or
•A stimulus or symbol to drive action Good deals, or
•It directs a drive when they are match Good design.
consumer expectations
Response The student sees a discount in a store
•The action to satisfy need and goes buys from the shop, or
•The reaction or behaviour relative to a drive He is unable to find a color of his choice
or a cue.
but he likes brand and decides to come
back when the fresh stock arrives.
Reinforcement If he buy the suit and finds it comfortable and
•The feedback a consumer receives long lasting, he would buy the same brand or
buy from the same shop again.

•The reward or action In case he doesn’t he would change the brand

1. Behavioural Learning

2. Cognitive Learning

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 BEHAVIOURAL LEARNING

 Behavioural learning assumes that learning takes place as

a result of responses to external events or is called
stimulus –response.
 There are two forms of behavioural learning :
a. Classical conditioning.
b. Operant conditioning or Instrumental Conditioning

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 A. Classical Conditioning

 Ivan Pavlov was the first to describe conditioning and to proposes it as general
model of how learning occurs.
 According pavlov theory, conditioned learning result when a stimulus that is
paired with another stimulus that elicit a known response serves to produce the
same response when used alone.
 Pavlof demostrated what he means by conditioned learning in his studies with
dog.
 The stimulus associated with a feeling that brings forth a
response as a reflex behaviour
 Classic conditioning  often use for commercials.(advertising)
 Producer tries to transmit positive feeling to the product.
 Exp : the music, images etc.

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Basic concepts derived from classical conditioning :

•There are 3 basic concept derive from clasical conditioning:

1.Repetition  exp : signs, symbols. Logos, colours and jingles help facilitate
consumer learning through the process of association
2.Stimulus generalization is a phenomenon that accurs when a stimulus is so
similar to another stimulus, that the former evokes the same response as the
latter
Exp : Me-Too product, product line extension, brand extension
3.Stimulus discrimination 
•The opposite of stimulus generalization
•The ability to differentiate a particular stimulus from among similar stimuli
 product differentiation
•The marketer position their brand and try differentiate it from other
(positioning)
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B. Instrumental conditioning (operant )By B.F Skinner

 Indvidual learning occurs in controlled environment in

which individuals are rewarded” for choosing an
appropriate behaviour.
 In consumers behaviour terms, instrumental
conditioning suggest that consumers learn by means of
trial and error process in which some purchase
behaviours result in more favourable outcome (exp:
rewards) than other purchase behaviour

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.
 There is 2 type reinforcement
(reward).
 Positive reinforcement
(reward) consist of events that
strengthen likelihood of specific
response
exp : rebate, give, quality
product etc.
 Negative reinforcement is
unpleasant or negative outcome
that also encourage spesific
behaviour
Exp : many insurance
advertisement rely on negative
reinforcement to encourage the
purchase of life insurance.
 The implications for marketers

Consumers respond to learning via instrumental condition when :

 Trial can be attempted before purchase
 Purchase are linked to desirable affective experiences
 There is higher involvement and greater cognitive activity.
Marketer can use instrumental condition when a consumer is
rewarded for brand decision in their favour or punished for a
brand decision in the competitors favour
 The rewards here not only refer to product satisfaction and
value for money but also services and facilitates provided,
rebates, discounts, loyality point, etc
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 Cognitive Learning

Cognitive learning  Learning based on mental activity.

Cognitive learning occurs when a person has a goal and
must search for and process data in order to make a
decision or solve a problem.
In general ,all consumers passed through complex
series or mental and behavioural stages.
These stages ranged from awareness to evaluation.

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Theoritical Models Of Cognitive Learning

Generic Promotional Tricomponent Decision making

Framework Model (AIDA Model model

Knowledge Attention Cognitive Awareness

Knowledge

Interest Affective
Evaluation Evaluation
Desire (Feeling stage)
Purchase
Behaviour Action Conative Post purchase
(intention to evaluation
buy )
 Consumer Involvement

 Consumer involvement is focus on the degree of personal relevance that

the product or purchase holds that consumer.
 Some theoriest notion that there are two consumer involvement in
purchase decision making are :
 Low involvement purchases are purchases of minimal personal
importance , do not call for extensive information processing and
evaluation (routine purchases).
 High involvement purchases are complex searched oriented
purchases

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Consumer Involvement

 Consumer involvement are the degree of personal relevance that the

product or purchase holds that consumer
 Level involvement purchases :

 High involvement :  Low involvement :

 The product are very  The product not very
important to consumer important for
(perceived reisk) customer,
 Provoke extensive  hold little relevance
problem solving and and little perceived
information processing. risk.
 Such as : purchase car  Provoke very limited
(high perceived financial information
risk); shampoo (high processing
perceived social risk).
Outcomes and measure cognitive
learning
Recognition and recall measures
 Recogniton and recall test are conducted to determine whether consumers
remember seeing an ad and can recall its content.
Brand loyalty
 Is the ultimate desired outcome of consumer learning.
Brand equity
 The term brand equity refers to the value inherent in a well known brand
name.
 This value stems from the consumer’s perception of the brand superiority,
thesocialesteem that using it provides and the customer trust with the brand

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 Thank You
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