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Perception, Learning, and Memory

Elkana Timotius
Saturday, 9 March 2024
10.20 – 12.00 WIB
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 Dr. Ir. Elkana Timotius, S.T., M.M., M.T., CPM (Asia), Dip,RetMgt, IPU
Areas of Expertise
• Merchandising Management • Brand Development
• Strategic Marketing • Pricing Strategy
• Business Analysis • Consumer Behavior
• Retail Store Operation • Organizational Culture
• Product Management • Human Capital Management

Work Experience
• Director of CV. Roda Lintas Khatulistiwa/PT. Rodalink Indo Tama (2023 – current)
• General Manager Retail Business of CV. Roda Lintas Khatulistiwa/PT. Rodalink Indo Tama (2013– 2023)
• General Manager Merchandising of CV. Roda Lintas Khatulistiwa/PT. Rodalink Indo Tama (2009 – 2013)
• Product Manager of PT. Sepatu Bata, Tbk (2007 – 2009)
• Merchandise Manager of PT. Matahari Putra Prima, Tbk (2005 – 2007)
• Hardware Buyer of PT. Ace Hardware Indonesia (2003 – 2005)
• Commercial Non-Food Assistant Merchandise Manager of PT. Makro Indonesia (2001 – 2003)
• PPIC Senior Supervisor of PT. Interkemas Flexipack (2000 – 2001)
• Controller Staff of PT. Polyfin Canggih (1998 – 2000)

Lecturing Experience Certification

§ Lecturer of Industrial Engineering Major, Krida Wancana Christian University (2003 – current)
§ Lecturer of Retail Management Major, President University (2010 – current) • Certified for Professional Marketer - CPM
§ Lecturer of Management Major and Management Postgraduate Program, Bunda Mulia (Asia)
University (2019 – current) • Certified Tour Leader by Indonesian Tourist
Guide Profession Certification Board
Education
• Doctor of Management Science in Human Resources Management – State
University of Jakarta
• Master of Industrial Engineering in Technology Management – Pelita Harapan
University
• Master of Management in Finance Management – IMNI
• Bachelor of Industrial Engineering – The National Institute of Technology

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 WHY WHAT HOW

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 WHY WHAT HOW

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 Customer Perception Affect Your Brand Image

Customer might tell their family about a restaurant that serves delicious pizza. Or, they’ll encourage their
coworkers to use a productivity app that slashed their work time in half.

But customers don’t always say good things. Their word-of-mouth depends on their perception of your brand.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Luxury is Only Perception

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 WHY WHAT HOW

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 Perception

Perception Learning
Memory

Sensation Perception

IKEA has a strong brand identity. Its message of

The immediate response of sensory receptors to ease, value, sustainability, and maximizing your
basic stimuli like light, color, sound, and texture. space is clear in everything they do.

IKEA’s USP offers stylish, functional, and affordable

iPhone provides a complete sensation as a product
furniture, a unique in-store experience, and a unique
that provides a luxurious experience when using it.
self-assembly model.

Brands use sensory inputs like visuals, sounds, touch, taste, and smell to create unique associations
and stand out in the market.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Hedonic Consumption Learning

Memory

In hedonic consumption, the aesthetics and design of products play a pivotal role, enhancing the consumer
experience and fostering brand loyalty. Form becomes a function, shaping consumer preferences, and choices.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Sensory Marketing Learning

Memory

Vision Sound Touch

Sound influences people's
Color, influenced by both The haptic sense, or touch, is
emotions and actions, with
biology and culture, and fundamental and significantly impacts
advertising jingles contributing to
triggers emotions.. product experience and evaluation, a
brand recognition.
strategy employed by marketers.

Taste Texture
Flavor houses create new flavor Influences how consumers
combinations to cater to perceive product quality and
consumer preferences, while functionality, playing a key role
cultural factors play a crucial role in creating brand associations.
in determining desirable tastes.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Marketing Applications of Colors Learning

Memory

Color Associations Marketing Applications

Optimistic and youthful Used to grab window shoppers’ attention

Energy Often seen in clearance sales

Trust and security Banks

Wealth Used to create relaxation in stores

Aggressive Call to action: subscribe, buy or sell

Powerful and sleek Luxury products

Soothing Beauty or anti-aging products

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

The Stages of Perception Learning

Memory

SENSORY STIMULI SENSORY RECEPTORS

• Slights Eyes
• Sounds Ears
Exposure Attention Interpretation
• Smells Nose
• Taste Mouth
• Textures Skin

Perception is a three-stage process that transforms raw stimuli into meaning, involving exposure,
attention, and interpretation influenced by personal biases and experiences.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Exposure Learning
Memory

Consumers concentrate on some stimuli, are

unaware of others, and even go out of their
way to ignore some messages.

Rebranding efforts must balance

modernization with product identification to
cater to changing consumer preferences.

Consumer perception, influenced by Weber's Law, parallels the evolution of logos like Pepsi's, where
modernization must balance recognition, akin to offering discounts that are perceptible yet meaningful.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Attention Learning
Memory

Attention refers to the extent to which processing activity is devoted to a particular stimulus

Personal Stimulus
Multitasking
Selection Factors Selection Factors

Perceptual Vigilance Size

Stimulus size relative to competitors
More likely to be aware of stimuli that
impacts attention.
relate to our current needs.
Multitasking affects memory and Color
focus. Marketers adjust to grab Perceptual Defense A powerful tool for product attention and
attention as viewers skip Tend to perceive what aligns with our differentiation.
uninteresting ads. Consumers preferences and overlook what
prioritize based on personal and contradicts our desires. Position
Users focus on limited search results,
stimulus factors. mainly the top and left, without scrolling.
Adaptation
When consumers stop noticing a Novelty
stimulus due to its familiarity. Appear unexpectedly to capture our
attention.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Interpretation Learning
Memory
Memory

Stimulus Organization Interpretational biases

• Closure Principle: Experience fills missing parts,

as with a broken neon sign, and in marketing, it
Involes interprets sensations within the context of
captures attention.
existing memory, and Gestalt psychology
emphasizes that the whole is greater than the sum
• Figure Ground Principle: In marketing, it's either
of its parts.
the main message or the context, like a central
subject in a clear photograph.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Hyper Reality Learning

Memory
Memory

Hyperreality in consumer behavior is exemplified by advertisements, such as cigarette ads, that create artificial
associations and blur the line between a product and an idealized lifestyle, influencing consumer choices
based on these perceptions.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Learning Learning
Memory
Memory

Learning can occur through simple

Learning is a change in associations between a stimulus and a
behavior caused by response or via a complex series of
experience. cognitive activities.

Learning is ranging from a consumer’s simple association such as:

A complex series of cognitive activities

Stimulus such as a product logo Response
(e.g., Coca-Cola)
(e.g., writing an essay on learning for
(e.g., “refreshing soft drink”)
a consumer behavior exam)

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Classical Conditioning Learning

Memory
Memory

Classical conditioning refers to learning that occurs when a neutral stimulus (e.g., a tone) becomes associated
with a stimulus (e.g., food) that naturally produces a behavior.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Classical Conditioning in Business Practice Learning

Memory
Memory

Before Conditioning Before Conditioning

Extinction, which happens when the effects of
prior conditioning diminish and
finally disappear. This can occur, for
example, when a product is overexposed in
Response Response the marketplace
so that its original allure is lost
Food Desire Aroma No Desire
Unconditioned Unconditioned Unconditioned No conditioned
Stimulus Response Response Response

During Conditioning After Conditioning People also react to other, similar stimuli in
much the same way they responded to the
original stimulus; we call this generalization a
halo effect.

Response Response

Food Aroma Desire Aroma Desire Repetition increase the strength of stimulus and
Unconditioned Conditioned Stimulus Conditioned decay of the associations in memory.
Response Response

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Stimulus Generalization Learning

Memory
Memory

Stimulus generalization refers to the tendency of

stimuli similar to a Conditioned Stimulus to evoke
Stimulus discrimination occurs when an
similar, conditioned responses.
Unconditioned Stimulus does not follow a stimulus
similar stimuli in much the same way they responded
similar to a Conditioned Stimulus.
to the original stimulus; we call this generalization a
halo effect.

Family Branding Product Line Extension

Licensing Look-alike packaging

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Operant/Instrumental Conditioning Learning

Memory
Memory

Occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative
outcomes.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Operant Conditioning in Business Practice Learning

Memory
Memory

An offer or a reward may increase customer behavior to repeat their order, such as buy one, get one on
Starbucks tumbler day program.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Observational Learning Learning

Memory
Memory

We learn about products by observing others’ behavior, we are likely

to mimic others’ behaviors as a social default.

PRODUCTION
RETENTION MOTIVATION
ATTENTION PROCESSES OBSERVATIONAL LEARNING
The consumer A situation arises
The consumer The consumer has The consumer acquires and
retains this wherein the behavior
focuses on a the ability to performs the behavior earlier
behavior on is useful to the
model’s behavior perform the demonstrated by a model
memory behavior
behavior

Observational Learning Process

Modeling is the process of Most brand use influencer as a

imitating the behavior of others. “Model” for others to follow their
consumption or lifestyle behavior

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Consumer Socialization Learning

Memory
Memory

Parents influence consumer

Consumer socialization socialization both directly and
Many marketers push their products on kids to
indirectly. They deliberately try to instil
is the process “by which young people encourage them to build a lifelong habit.
their own values about consumption
acquire skills, knowledge, and attitudes in their children. Example: Snack Ads between cartoon tv
relevant to their functioning in the schedule.
marketplace.” Example: Parents buy their children
branded fashion.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Memory Learning
Memory
Memory

Memory is a process of acquiring information and storing it over time.

SENSORY MEMORY
Temporary storage of sensory SHORT-TERM MEMORY LONG-TERM MEMORY
information Brief storage of information Relatively permanent storage of
Capacity: High currently being used information
Duration: Less than 1 second Capacity: Limited Capacity: Unlimited
(vision) or a few seconds Duration: Less than 20 seconds Duration: Long or permanent
(hearing)

ELABORATIVE REHEARSAL
ATTENTION
Information subjected to elaborate
Information that passes through
rehearsal or deep processing (e.g., its
and attentional gate is
meaning is considered) is transferred to
transferred to short-term memory
long-term memory

Marketers rely on consumers to retain information, they collect about products and services. So they will applky it
to future purchase decisions.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Implementation of Memory Learning

Memory
Memory

Episodic memories relate to events that are A narrative, or a description of a product that is written
personally relevant. As a result, a person’s motivation as a story, is often an effective way to convey product
to retain these memories will likely be strong. information.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Perception

Implementation of Memory Learning

Memory
Memory

Association, the other products we associate with an

individual product influence how we will remember it. Nostalgia marketing, as advertisers call up memories of youth and
We incorporate it into a knowledge structure where our brains hope that these feelings will translate to what they’re selling today
associate it with other related data.
Example: Fashion trend, product features, old songs, campaign, or
Notes: Co-Branding must be measured how the collaborated brand events with nostalgia experience
will affect our brands association
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 WHY WHAT HOW

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 How to Create a Good Perception Through Learning and Memory

SEMIOTIC ANALYSIS MEASURING MEMORY

A semiotic analysis involves the correspondence Recall and recognition are basic measures of
between stimuli and the meaning of signs. how consumer memory can be measured.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Semiotic Relationship
OBJECT
(Product)

Marlboro
Cigarettes

Cowboy Rugged
American

SIGN INTERPRETANT
(Image) (Meaning)

Semiotics in consumer behavior involve products conveying social identities through marketing messages.

Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Measuring Memory

What’s your Do you know

favorite fruit? that?

Recall Recognition
Think of what they have seen without being prompted for this Show ads, brand, or product to subjects one at a time
information first; obviously, this task requires greater effort. and ask if they have seen them before.

Company can use survey (or via consultant) to measure their brand, product, or
information on their customer memory to evaluate their brand and marketing performance.
Source: Michael R. Solomon (2018). Consumer Behavior: Buying, Having, and Being (12th Global ed.) Ch 3 & 4.
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 Activity: Group Discussion

Choose three long-established brands, identify what is it about them that has ensured their
longevity? Identify the features and attributes of each brand, from the packaging and design to
the product itself.

Instruction:
• This activity is conducted in groups.
• Discuss with your group within 30 minutes.
• Present your discussion result and the facilitator will give the feedback.

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 List of Groups
GROUP 1 GROUP 2 GROUP 3
Noer Aisyah Barlian Taryono Hanjoyo Varra Ezza Zhafira
Muhammad Faqih Asy-syafiiy Mhd. Furqan Akbar Ravi Haryo Baskoro
Fuad Syarifuddin Raud Salsabila Irbah Diana Aulia Rahma
Tasya Dhea Sephira Shellyana Kholifatul Sabrina Rina Rusdiana

GROUP 4 GROUP 5
Imam Djaya Buchori Riefda Faizatul Aulia
Muhammad Faisol Rafika Trisha Prastiwi
Muhammad Satria Yuda Putri Nur Miadira
Hilda Fiki Aktavika

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 TOOLS

Brand’s logo / picture About brand that has ensured their longevity

Identify the features and attributes

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