MAR 4503 Lecture Notes - Lecture 2: Classical Conditioning, Reinforcement

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9 Jun 2016
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Learning about learning
Two major directions
Behavioral learning theories: there is a stimulus and then there's a reaction/response
Cognitive learning theories: there's a stimulus, then mind comes into the play, and after
that a reaction/response may happen
Learning
A relative permanent change in response caused by an experience
oCan be intentional or incidental
Making association
Prediction and classical conditioning
Successful conditioning is based on prediction
oThe CS predicts the UCS
oThe bell predicts the food
oThe logo predicts the French fry smell
Evaluative conditioning
Similar to classical conditioning, but distinct
Here, the evaluation of the UCS is transferred onto the CS. Creates evaluative reactions,
not just behaviors.
Pens example
The evaluation of the UCS gets transferred to the CS (products)
Classic an and evaluative
Repetition: conditioning is more likely to occur the more often the stimuli is repeated.
Generalization
Extinction
Classical and evaluative conditioning in marketing
Stimulus generalization
Stimulus differentiation
Instrumental (operant) conditioning
When we learn to perform behaviors that produce positive outcomes and avoid those
behaviors that produce negative outcomes.
Learning inception: learning within learning
Positive reinforcement
Thought rewards
Negative reinforcement
Removal of something negative is pleasurable, and therefore my rewarding
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