CHAPTER 5: Learning Flashcards
Classical conditioning
Results from association and repeated exposure, pair a “naturally occurring response” with a new stimulus.
- EXAMPLE: Pavlov's dog experiment - EXAMPLE: York Peppermint candy > feel chilly
Operant (Instrumental) Conditioning
an active process based on reinforcement and punishment (much of our behavior is based on this) and the outcome of behavior determines the subsequent behavior.
-EXAMPLE: gambling > some reinforcement, but not
all the time
Observational (social) Learning
the process of individuals learning behavior by observing the actions/consequences of others.
-EXAMPLE: kids learning swear words from other
kids on the playground.
Cognitive Learning
as a complex mental process of forming opinions, attitudes, making decision for reacting either positively or negatively, etc.
Positive reinforcement
involves the addition of a reinforcing stimulus following a behavior that makes it more likely that the behavior will occur again in the future. When a favorable outcome, event, or reward occurs after an action, that particular response or behavior will be strengthened.
Negative Reinforcement
a term described by B. F. Skinner in his theory of operant conditioning. In __________, a response or behavior is strengthened by stopping, removing or avoiding a negative outcome or aversive stimulus.
Punishment
refers to any event that weakens or reduces the likelihood of a behavior.
Extinction
occurs when behavior stops having consequences and the behavior then eventually stops occurring.
-EXAMPLE: the more you use the new toy, the less
you like it
Shaping
modifies behavior by reinforcing behaviors that progressively move toward the target behavior (operant response)
Stimulus Generalization
when the person that is being conditioned learns to associate other similar stimuli with the conditioned stimulus; the person displays the conditioned response as a consequence of being exposed to similar stimuli.
Effectiveness of Modeling
Using models like the ELM (Elaboration Likelihood Model) which suggests that a person’s level of involvement during message processing is a critical factor in determining which route to use.
-the use of models helps marketers make important
determinations about advertising and the sale of
products.
Involvement and Memory
High Involvement: VS Low Involvement
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Central Route Peripheral Route
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Message Arguments Peripheral cues influence
influence attitudes. attitudes.
Recall
the action or faculty of remembering something learned or experienced.
Recognition
a measure of the level of awareness of your company’s products or services in the marketplace. It is an important measure because buyers are likely to consider products they recognize when thinking about a purchase.
