[pic] The Cyprus Institute of Marketing Nicosia Subject: Consumer Behaviour Lecturer: Avgi Avgousti Program: ADBA Words: 1912 Date due:14.12.2012 Name of Student: Elena Kapona Andreou Student Registration Number: CYN/136/11 The concept of reinforcement is very important in the learning of consumer preferences. Explain why and discuss this relation to the Classical and Operant Conditioning Theories. Support your answer with examples. Table of content: Page 1 - introduction Page 2 –about learning Page 3 - classical conditioning Page 4-5 – examples of classical conditioning Page 6-7 – operant conditioning Page 8- about reinforcement and its role in classical and …show more content…
5… But, Evans et al.(2006) states that “the frequency of occurrence of a specific behaviour is modified by the consequences of the outcome of that behaviour” (p. 62) This approach was called operant or instrumental conditioning and demonstrate that learning can be persuaded or reinforced through positive reinforcers. Solomon et al. (2002) explain that operant conditioning occurs as the individual learns through external stimulus to perform behaviours that create positive feelings and avoid those which produce negative outcomes. At this point, we have to underline the first big difference between classical conditioning and operant or instrumental conditioning. “While responses in classical conditioning are involuntary and fairly simple, those in instrumental conditioning are made deliberately to obtain a goal and may be more complex. The desired behaviour may be learned over a period of time, as intermediate actions are rewarded in a process called shaping” (Solomon et al. 2002, p. 67) As we will see in the following sections, in the learning process there are three essential factors worth to acknowledge: association, reinforcement and motivation. Association arise by connection in time and place of two events. This is one of the most simple
Operant conditioning (sometimes referred to as instrumental conditioning) is a method of learning that occurs through rewards and punishments for behavior. Through operant conditioning, an association is made between a behavior and a consequence for that behavior.
Operant Conditioning Theory by B.F. Skinner is a psychological manipulation using rewards and punishments to enforce positive behavior. It uses an individual person’s response to events or stimulus. When a particular Stimulus-Response pattern is rewarded, the individual is conditioned to respond. The distinctive characteristic of operant conditioning is related to previous forms of behaviorism. The Operant Conditioning theory comprises of neutral operants, positive/negative reinforcers, and positive/negative punishers. Through these factors, we get the desired behavior of our subject because they do not want to be punished for under performing so they do what they’re told to or do more of what they were assigned to to receive positive stimulus
While many people may believe that learning is just a natural response that all animals are capable of, there is actually a more complex explanation on how we learn the things we do in order to survive in the world. Classical conditioning and operant conditioning are both basic forms of learning, they have the word conditioning in common. Conditioning is the acquisition of specific patterns of behavior in the presence of well-defined stimuli.
Operate Conditioning-: People learn and are influenced by the results of what they do. It’s also when people’s behaviour is affected by consequences, reinforcements and learning based on exploration of the environment. Skinner divided the consequences of actions into these three groups...
One of the simplest ways to remember the differences between classical and operant conditioning is to focus on whether the behavior is
This lab is focused on the ideas of classical and operant conditioning. Classical conditioning is when a neutral stimulus is paired with an unconditioned stimulus to elicit an unconditioned response. In time this turns the neutral stimulus into a conditioned stimulus that causes a conditioned response. Operant conditioning is a method of learning that occurs through reinforcements and punishments for behavior and encourages associating desirable or undesirable outcomes with certain behaviors.
In operant conditioning, people learn to perform new behaviour through the consequences of their action. A consequence can be reinforced in two
The principle of operant conditioning and reinforcement is to repeat a response to a given stimulus. For the behavior modification to be successful, it is important to select a reinforcement that will strengthen the desired behavior (Rasnake, 1993).
Operant conditioning has made a significant contribution into the development of psychology. However, as with most psychological theories, this theory it has its strengths and weaknesses. Nevertheless, operant conditioning, with both its positive and negative aspects, is very important in promoting learning of desirable behaviors or removal of undesirable
Skinner and his colleagues (Gass & Larry, 2008), learning or a change of behaviour on the part of the learner, is brought about by a process known as 'operant conditioning' which is the result of repeated training. Operant means 'voluntary behaviour' which is the result of learner's own free-will and is not forced by any outsider or thing (Ortega, 2009). The learner will demonstrate the new behaviour first as a response to a system of a reward or punishment, and finally it will become an automatic response.
“‘Conditioning’ simply means learning, and the term ‘operant’ refers to something that acts upon something else. Operant conditioning, then, is a form of testing in which an animal learns that a response, such as pressing a lever, results in a consequence, such as a food pellet being delivered to the animal (Pritchett & Mulder, 2004).” In operant conditioning, there are two categories: reinforcement and punishment. Both can be utilized using either positive or negative strategies. In reinforcement tactics, the behavior is attempted to be increased. A positive example of this would be praising a child if they say something that resembles mama or dada for their first words. A negative example would be the parents not responding or even chiding the child for mumbling or not being very coherent. Each action is strengthened by the parents reinforcement of praise when saying the correct words or their disregard when the child does not sound coherent. In the positive example, praise is being offered so the child is receiving something, therefore making the reinforcement positive. When the parents ignore the wrong words that the child speaks, we describe
Operant conditioning focuses on a system of reinforcement and punishers where actions will have a consequence (Skinner, 2016). In operant conditioning, behaviour that is reinforced will be strengthened while behaviour that is not reinforced will weaken with time (Skinner, 2016). There are three types of operants. The neutral operants that will neither increase nor decrease the chances of repeating a behaviour (Skinner, 2016). The reinforcers will increase the chances of repeating a behaviour (Skinner, 2016). The punishers will decrease the chances of repeating a behaviour (Skinner, 2016). Positive reinforcement strengthens a behaviour as an individual gains rewards through it (Skinner, 2016). Negative reinforcement strengthens the behaviour by removing an unpleasant consequence
A substantial portion of behavior is learned, and this learning causes a relatively permanent change in behavior. There are several distinct types of learning, the form utilized in classical conditioning and operant conditioning is called associative learning. Classical conditioning and operant conditioning have different approaches and techniques used in their processes; however, they have the same goal, to alter the behavior or to influence a response from their subject(s). Classical conditioning and operant conditioning have several similarities along with their differences; forms of their behavioral influence have affected me throughout my life.
Learning theories are the structural foundation used to label how information is processed, stored and encoded during learning. Retention of knowledge is subjective and influenced by outside factors such as, an individual’s cognitive ability to process or retain information. Other influences are environmental, emotional or preexisting experiences or associations (Andreassi, 2000). To gain a better understanding of behaviorism in correlation to learning theories it is crucial to understand and grasp the meaning of associative learning. This process involves the association between two stimuli or a behavior and a learned stimulus. Associative learning is divided in to two central techniques, classical conditioning and operant condition. Classical and operant conditioning are basic methods of learning and conditioning is used to adapt a behavior or association through a stimuli or consequence (Ciccarelli, 2012). While classical conditioning and operant conditioning are key elements in associative learning, they have significant differences. A clear contrast between the two theories is whether the behavior or response produced is considered to be voluntary or involuntary.
Operant conditioning is a type of learning which occurs through either receiving reinforcement or punishment for a behavior. This type of learning creates an association between a behavior and consequence for that behavior. The four types of operant conditioning are positive reinforcement, positive punishment, negative reinforcement, and negative punishment. If operant conditioning was used properly it could be used to solve a variety of social and resource dilemmas; especially in the case of the cattle ranchers and overgrazing.