[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
…show more content…
(Solomon et al., 2002)
Peter and Olson (2010) argued that there are three aspects that have to be noted when depicting classical conditioning. First, that classical conditioning can be achieved with previously conditioned stimuli not only with unconditioned stimuli. Second, classically conditioned behaviours are managed by stimuli that occur previously to the behaviour. And third, the behaviour resulted from classical conditioning are assumed to be involuntary and not under the conscious control of the person. (p. 213)
Learning through classical conditioning takes place in low-involvement situations, where moderately low levels of processing effort is involved. But after many numbers of low-involvement scrutinizing of an event, association may be formed. (Hawkins et al. 2010, p. 377)
A very easy example of using association to achieve classical conditioning, is the association of an unknown brand with a very popular song which creates positive feelings. After a number of repetitions of the associations, the unknown brand will create the same positive feeling as the song does.
3…
Marketers aims, when developing brands, are to associate the brand with a key word which usually represent a
Our understanding of classical conditioning, operant conditioning, and observational learning has allowed us to unlock many of the answers we sought to learn about human behavior. Classical conditioning is a technique of behavioral training, coined by Ivan Pavlov, which basically states that an organism learns through establishing associations between different events and stimuli. This helps us understand human behavior in an assortment of ways. It makes it clear that almost everything we do is based on patterns of stimulus and response. For example, if you were bitten aggressively by a dog as a child, you may be still scared of dogs today. That is because the dog caused you pain, which in turn caused you have anxiety towards dogs.
Classical conditioning is a type of learning in which an organism learns to transfer a natural response from one stimulus to another, previously neutral stimulus. Classical conditioning is achieved by manipulating reflexes. Operant conditioning is a type of learning in which the likelihood of a
Classical conditioning is the relationship of an automatic response with a neutral occurrence. There are many main components to classical conditioning. Acquisition which is the learning part of classical conditioning where the conditioned stimulus is paired with the unconditioned stimulus. An unconditioned stimulus is a stimulus that instinctively causes a response. An unconditioned response is the response to the unconditioned stimulus that the researcher will document. A Neutral stimulus is a stimulus that may not get a response initially however after time, develops an instinctive response. A conditioned stimulus is a neutral stimulus after is has taught the response by training based on the conditioning. A conditioned response is the response to the conditioned stimulus. Extinction, spontaneous recovery, generalization, and discrimination are all a part of the classical conditioning process (Nevid,
My third concept is classical conditioning. Classical conditioning is a learning process through a response by a previous stimulus. I will focus on classical conditioning in humans at the homeless resource center.
Compare and contrast classical and operant conditioning, their theories, terminology, famous psychologists and applications of the theory for teaching.
In the journal (classical conditioning of consumer attitudes: Four experiments in an advertising context) page number 334-349, writer has stated that the behavior of a consumer is towards the product matters. (Elnora W. Stuart, 1987). And classical conditioning matters a lot. He proves by providing multiple examples.
My example of classical conditioning would be the time I had gotten into a car accident on the highway. Now the accident wasn’t serious, but it left me scared. After the incident, every time I got into a car my body would tense up. I also would feel like I was unable to breathe. As of now I still have miniature panic attacks at the thought of riding in a car or getting on the highway.
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.
Classical conditioning refers to the learning through association. It involves learning a new behavior through the process of association
Although classical conditioning is something that most people experience in a daily basis, it may also be the first thing someone remembers in a day. According to Olson and Hergenhahn (2009) classical conditioning is defined as a type of learning in which a neutral stimulus comes to elicit a response after being paired with a stimulus that naturally brings about that response. In this paper the subject is to describe the theory of classical conditioning as well as describing a scenario in which one could apply classical conditioning theory to, and bring forth the scenario by showing illustrations of how this could be used
For the second stage, a white rat was used as Watson’s CS, the CS must be a neutral stimulus that initially has no effect on the UR. Little Albert showed no phobia towards the rat before conditioning occurred. By pairing the US with the CS, the infant learned to associate the loud noise of the hammer and metal bar with the white rat. After strengthening the association between the US and the CS by repetition, Little Albert eventually became fearful and upset when only presented with the once neutral stimulus, the white rat. This response was the CR which marked the completion of step three. Little Albert was now afraid of the white rat because it triggered his fear of the loud noise. Classical conditioning can be used to prove many forms of behavior between subjects when looking at the the right unconditioned/ conditioned stimuli and unconditioned/ conditioned responses. The theory of classical conditioning can be used to explain the development of distrust and trust issues in the relationships between people.
What are the biological constraints in Classical Conditioning? Report the procedure and results of two studies supporting your answer.
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.
Skinner believed that classical conditioning was limited to behaviors that are reflexively elicited. An operant describes behaviors that are "operate upon the environment to generate consequences." Reinforcement follows an operant and increases the likelihood of the operant being repeated.