Chapter_05 Flashcards
What is the difference between intetional and incidental learning?
Intentional learning
Intentional learning is when the person learns something because he or she wants to do so. It is the persons intention to learn.
Incidental learning
Incidental learing is when we do not intent to learn something but learn it but somehow we do through advertising for example.
What is classical conditioning?
Classical conditioning is learning through association. In simple terms, two stimuli are linked together to produce a new learned response in a person or animal.
Neutral Stimulus
In classical conditioning, a neutral stimulus (NS) is a stimulus that nitially does not evoke a response until it is paired with the unconditioned stimulus. For example, in Pavlov’s experiment the bell was the neutral stimulus, and only produced a response when it was paired with food.
Unconditioned Stimulus
In classical conditioning, the unconditioned stimulus is a feature of the environment that causes a natural and automatic unconditioned response. In pavlov’s study the unconditioned stimulus was food.
Unconditioned Response
In classical conditioning, an unconditioned response is an unlearned response that occurs automatically when the unconditioned stimulus is presented. Pavlov showed the existence of the unconditioned response by presenting a dog with a bowl of food and the measuring its salivary secretions
Conditioned Stimulus
In classical conditioning, the conditioned stimulus (CS) is a substitute stimulus that triggers the same response in an organism as an unconditioned stimulus. Simply put, a conditioned stimulus makes an organism react to something because it is associated with something else. For example, Pavlov’s dog learned to salivate at the sound of a bell.
Why do companies sometimes produce different versions of the same advertisement?
It is to prevent advertising wear-out. When we are confronted with the same stimulus over and over again we become blind to it. For this reason the make variations of the same ad.
What is the three hit theory?
To remeber an advertisement one has to exposed to it at least three times.
What is stimulus Generalization?
the tendency to respond in the same way to stimuli that are similar but not identical to the conditioned stimulus. For example, in Pavlov’s experiment, if a dog is conditioned to salivated to the sound of a bell, it may later salivate to a higher pitched bell.
Example: colors of coca cola for discouter brands
What is the halo effect?
The halo effect is a term for a consumer’s favoritism toward a line of products due to positive experiences with other products by this maker
What is the difference between line extension and form extension?
Line extension: iPhone 7, iPhone 8
Product Form extension:
- instant coffee: powder, liquid
- detergents: pods, powder, liquid
What is family branding?
When a group of products are given the same brand name.
What is stimulus Discrimination?
discrimination is a process through which individuals learn to differentiate among similar stimuli and respond appropriately to each one.
For example, eventually Pavlov’s dog learns the difference between the sound of the 2 bells and no longer salivates at the sound of the non-food bell.
What is instrumental conditioning?
Operant conditioning, sometimes referred to as instrumental conditioning, is a method of learning that employs rewards and punishments for behavior. Through operant conditioning, an association is made between a behavior and a consequence (whether negative or positive) for that behavior.1
For example, when lab rats press a lever when a green light is on, they receive a food pellet as a reward. When they press the lever when a red light is on, they receive a mild electric shock. As a result, they learn to press the lever when the green light is on and avoid the red light.
What is Extincion?
extinction refers to gradual weakening of a conditioned response by breaking the association between the conditioned and the unconditioned stimuli.
For example, when the bell was repeatedly rang and no food presented Pavlov’s dog gradually stopped salivating at the sound of the bell.
What are the different reinforcement schedules?
- continious
- fixed ratio
- variable ratio
What is shaping (operant learning)
Example
• Target behaviour – bird performs a complex task that involves spinning in a circle and pressing a button.
• In shaping, you would reward it at varying steps through the process over time:
–– Treat given every time it turns a little.
–– After a while you only give it a treat when it makes a full circle.
–– After this you, only give it a treat if it makes a full circle and maybe bends towards the button.
–– Finally, you reward the bird only for completing the full task.
–– In this way, it learns to perform a different part of the task in small intervals.
What is the difference between massed learning and distributed learning?
Massed Learning
giving all the information about a product all in one ad
Distributed Learning
making several ads that each focus on one feature of the product
What is the difference between negative reinforcement and punishment?
Positive Reinforcement
- A mother gives her son praise (reinforcing stimulus) for doing homework (behavior).
- The little boy receives $5.00 (reinforcing stimulus) for every A he earns on his report card (behavior).
- A father gives his daughter candy (reinforcing stimulus) for cleaning up toys (behavior).
negative Reinforcement
- Bob does the dishes (behavior) in order to stop his mother’s nagging (aversive stimulus).
- Natalie can get up from the dinner table (aversive stimulus) when she eats 2 bites of her broccoli (behavior).
- Joe presses a button (behavior) that turns off a loud alarm (aversive stimulus)
Punishment
Punishment is a process by which a consequence immediately follows a behavior which decreases the future frequency of that behavior. Like reinforcement, a stimulus can be added (positive punishment) or removed (negative punishment).
There are two types of punishment: positive and negative, and it can be difficult to tell the difference between the two. Below are some examples to help clear up the confusion.
What is the information processing theory?
