Chapter 4 - Learning & Memory Flashcards
What is Learning?
a relatively permanent change in behavior caused by experience
What is Incidental Learning?
learning when we don’t try. casual, unintended acquisition of knowledge
What do Behavioral Learning Theories assume? What are two examples?
learning takes place as the result of responses to external events
- classical conditioning
- instrumental conditioning
What is a UCS - unconditioned stimulus?
a stimulus that is naturally capable of causing a response
What is a CS - conditioned stimulus?
a stimulus that produces a learned reaction through association over time
What is a CR - conditioned response?
a response to a CS caused by the learning of an association between a CS and UCS
What is fixed-interval reinforcement?
after a specific time period has passed, the first response you make brings the reward
What is an example of variable-interval reinforcement?
secret shoppers
What is an example of fixed-ratio reinforcement?
rewards punch cards
What is an example of variable-ratio reinforcement?
slot machines
What is cognitive learning theory?
it stresses the importance of internal mental processes
What is observational learning?
When we watch the actions of others and take note of the positive/negative reinforcements they receive
What is consumer socialization?
The process by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace
