Reinforcement Role in Operant and Classical Conditioning

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[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

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