1. Random Questions What is brand personification? What are the examples?
What is perception?
In marketing, perception is more important than the reality. Is it true?

2. Attitude Formation & Change
THE INTERNAL FACTORS
Personality
Motivation
Perception
Learning
Attitude Formation & Change

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Consumer Learning
A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour.
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Learning Processes
Intentional
learning acquired as a result of a careful search for information
Incidental
-- learning acquired by accident or without much effort
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5. Importance of Learning
Marketers must teach consumers:
where to buy
how to use
how to maintain
how to dispose of products
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6. Elements of Learning Theories
Motivation
Cues (Stimuli)
Response (Reaction)
Reinforcement (Outcome)
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Reinforcement
A positive or negative outcome that influences the likelihood that a specific behaviour will be repeated in the future in response to a particular cue or stimulus.
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Learning Theories
Behavioural Theories: Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory.
Cognitive Theories: A theory of learning based on mental information processing, often in response to problem solving.
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9. Behavioural Learning Theories
Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning
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10. Classical Conditioning
Pairing a stimulus with another stimulus that elicits a known response to produce the same response when used alone.
The Pavlov Dog story.
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13. Classical conditioning – cont’d
Classical conditioning is the learning of associations among events (or similar events) that allows us to anticipate and represent our environment.
From this viewpoint, classical conditioning is needs generalization ability
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14. Strategic Applications of Classical Conditioning
Repetition
Strengthen the association, but weaken over time.
Stimulus Generalization
Logical relationship.
Stimulus Discrimination
Discriminate among similar stimuli.
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15. Instrumental (Operant) Conditioning
learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement).
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16. Instrumental Conditioning
Consumers learn by means of trial and error process in which some purchase behaviours result in more favorable outcomes (rewards) than other purchase behaviours.
A favorable experience is instrumental in teaching the individual to repeat a specific behaviour.
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Reinforcement
Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behaviour
Example: Ad showing wrinkled skin as reinforcement to buy skin cream
Positive Reinforcement: Positive outcomes that strengthen the likelihood of a specific response
Example: Ad showing beautiful hair as a reinforcement to buy shampoo
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19. Instrumental Conditioning and Marketing
Make the product the ultimate reward
Provide samples and free trials
Provide non-product rewards
Practice relationship marketing
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20. Observational Learning
individuals learn by observing the behaviour of others, and consequences of such behaviour.
Also known as modeling or vicarious learning.
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Cognitive Learning
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22. Information processing and Involvement Theory
Central and Peripheral Routes to Persuasion
highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route)
uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).
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23. Measures of Consumer Learning
Recognition and Recall Measures
Aided and Unaided Recall
Attitudinal and Behavioural Measures of Brand Loyalty
Brand Equity
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Three-Hit Theory
Repetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effective
The number of actual repetitions to equal three exposures is in question.
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25. Chapter 8 Consumer Attitude Formation and Change
Consumer Behaviour
Schiffman/Kanuk
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26. Opening The case of accident involving Toyota Avanza
- real risk was low, but perceived risk was high
led to negative attitude towards Toyota Avanza

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Attitudes
A learned predisposition (tendency) to behave in a consistently favorable or unfavorable manner with respect to a given object.
A positive attitude is generally a necessary, but not sufficient, condition for purchase
Mercedes seen as ‘top of class’ but intention to purchase was low
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28. Characteristics of Attitudes
Attitudes have an “object”
Attitudes are learned
Can ‘unlearn’
Attitudes have behavioural, evaluative and affective components
Predisposition to act
Overall evaluation
Positive or negative feelings
continued
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29. Characteristics of Attitudes
Attitudes have consistency
Attitudes have direction, degree, strength and centrality
Positive or negative
Extent of positive or negative feelings
Strength of feelings
Closeness to core cultural values
Attitudes occur within a situation
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Attitude Models
Structural Models of Attitudes
Tri-component Attitude Model
Multi-attribute Attitude Model
Both assume a rational model of human behaviour
Other models of attitude formation
Cognitive dissonance model
Attribution theory
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31. The Tri-component Model
Cognitive Component
knowledge and perceptions acquired
through direct experience and information from various sources.
Affective component
Emotions and feelings about the object
Conative or Behavioural Component
Action tendencies toward the object
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Conation
Affect
Cognition
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33. Multi-attribute Attitude Models
Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
Examples
Attitude-toward-object Model
Attitude-toward-behaviour Model
Theory-of-Reasoned-Action Model
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34. Attitude-toward-object model
Attitude is function of evaluation of product-specific beliefs and evaluations
Ao=n WiXib
i=1
Where:
Ao= Attitude towards the object O
Wi = importance of attribute i
Xib = belief that brand b has a certain level of attribute I
continued
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35. Theory of Reasoned Action
A comprehensive theory of the interrelationship among attitudes, intentions, and behaviour
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37. Attitude-Toward-Behaviour Model
A consumer’s attitude toward a specific behaviour is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
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38. Cognitive Dissonance Theory
Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
Post-purchase Dissonance
Cognitive dissonance that occurs after a consumer has made a purchase commitment
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39. Why Might Behaviour Precede Attitude Formation?
Cognitive Dissonance Theory
Attribution Theory
Behave (Purchase)
Form Attitude
Form Attitude
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40. Attitude Formation How are attitudes learned?
Classical conditioning - through past associations
Operant conditioning - through trial and reinforcement
Cognitive learning – through information processing
Cognitive dissonance theory
Attribution theory
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41. Strategies of Attitude Change
Changing the basic motivational function
Associate product with a special group, cause or event
Resolve conflicts among attitudes
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Attitudes are learned. They influenced by personal experience, other sources of information, and personality.
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43. Four Basic Functions of Attitudes
The Utilitarian Function
How well it performs
The Ego-defensive Function
To protect one’s self-concept
The Value-expressive Function
To convey one’s values and lifestyles
The Knowledge Function
A way to gain knowledge
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44. Attitudes and Marketing Strategy
Alter components of the multi attribute model.
Change relative evaluation of attributes
Change brand beliefs
Add an attribute
Change overall brand evaluation
Change beliefs about competitors’ brands
Continued
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45. Attitudes and Marketing Strategy
Appeal to motivational functions of attitudes
Influence consumer attributions
Continued
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46. Attitudes and Marketing Strategy
Change affect first through classical conditioning
Change behaviour first through operant conditioning
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47. TRIVIA 4x6 dan 6x4. Secara matematis, apa bedanya?
According to CNN, what is the most delicious food on earth?
Apa versi terbaru Angry Birds?

48. Communication & Consumer Behavior
CHAPTER 9
Communication & Consumer Behavior

49. Communication and Consumer Behavior
Meeting-9

50. What is Communication?
Mention 5 components of communication

51. Communication is the transmission of a message from a sender to receiver via a medium (or channel of transmission.

52. The Basic Components Message Initiator(Source) The Sender Message
Channel (Medium)
Receiver (Consumers)
In addition, the sixth essential component is :
6. Feedback

53. Communication Model

54. Factors That Affect The Communication Process
Characteristics of the source
Message characteristics
Characteristics of the receiver
Characteristics of the medium

55. Message Structure and Presentation
Message Credibility
Reputation of the retailer
Consumer’s previous experience with product
Reputation of the medium
Message Structure and Presentation
Resonance or wordplay
Message Framing: positive or negative
One-sided versus Two-sided Messages
Comparative Advertising
Order Effects
Repetition

56. Advertising Appeal Used Types of Emotional Appeals
Factual or Emotional
Types of Emotional Appeals
Fear
Humor
Abrasive advertising
Sex in advertising

57. Endorser Match Is Important when message comprehension is low
Endorser credibility is not a substitute for corporate credibility

58. Medium Magazine Newspaper Radio TV Internet Tele Marketing
Flyer/Brochure

59. Exercise! Take a sheet of paper
Write down your name and student number
Make a question about communication
Write down these question in sheet of paper
Roll in your paper

60. Each students pick one rolled paper and answer the stated question
The quality of the question will be grading by lecturer
The quality of the answer will be grading by the owner of the question

61. Make a Persuasive Communication
Candy for children
Hi-Tech Mobile Phone
Organic Food
Motivation Training for Employee
Exclusive Clothes
Health Insurance
Bread
Politician

62. Explain the Components of your Communication
Use at least 2 media

63. SAA 3: Mini Project Communication Strategy based on thorough analysis of consumer behavior
Work with your EP-5 team. Should you be in different class with your friend, make it altogether but collect it in your own class.
Give a brief explanation (1-2 pages) on your business project
You should ANALYZE the behavior of your target market and compose a comprehensive communication strategy based on your findings!

64. Be specific: Be creative! Who’s your target market?
What are their behaviors?
What messages you want them to hear/see?
What communication channel will you use?
Be creative!

65. Example
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66. Thank You