MARK 305 Lecture Notes - Lecture 3: Measuring Instrument, Learning, Reinforcement
27 Jan 2017
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Document Summary
Learning: relatively permanent change in behavior caused by an experience. We can learn vicariously by observing events. Casual, unintentional acquisition of knowledge is known as incidental learning. Behavioral learning theories: assume that learning takrs place as the result of responses to external events. Classical conditioning: occurs when stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time the second stimulus causes a similar response because it is associated with first stimulus. Unconditioned stimulus: naturally capable of causing the response. Conditioned stimulus: something becoming capable of causing a response. Conditined response: response that becomes capable from a stimulus. Classical conditioning focuses on visual, olfactory cues that induce physiological responses such as hunger, thirst, sexual arousal. Classical conditioning effects can emerge when a neutral product is paired over time with a product that produces an emotion inducing response.
