Proses Belajar Konsumen
Proses Belajar Konsumen
KONSUMEN
BAB 5
ARTI PROSES BELAJAR
Solomon (1999 hal 71) "Learning refers to a relatively permanent
change in behavior that is caused by experience"
Schiffman & Kanuk (2000 hal 160) "From a marketing perspective,
however, consumer learning can be thought of as the process
by which individuals acquire the purchase and consumption
knowledge and experience that they apply to the future
related behavior"
Beberapa Hal Penting Dari Belajar
• Percobaan Pavlov
• Terminologi Classical Conditioning
• Classical Conditioning dan Pemasaran
Aplikasi Classical Conditioning Dalam
Pemasaran
• Pengulangan
• Generalisasi Stimulus
- Perluasan Lini Produk (Product Line Extension)
- Licensing
- Positioning
- Differentiation
Proses Belajar Instrumental (Operant
Conditioning)
- Hukuman (Punishment)
- Kepunahan (Extinction)
- Shaping
OBSERVATIONAL LEARNING