MCS 2600 Chapter Notes - Chapter 7: Decision-Making, Brand Equity, Customer Switching

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Karen A.Gough

Document Summary

Contemporary behavioural scientists view classical conditioning as the learning of associations among events that allows the organism to anticipate and represents its environment. The relationship between the conditioned stimulus and the unconditioned stimulus influcenes expectations which in turn influenced their behaviour. Classical conditioning rather than being a reflexive action, is seen as cognitive associative learning. Optimal conditioning - that is the creating of a strong association between the conditioned stimulus and the unconditioned stimulus - requires forward conditioning, repeated pairings of the cs and the us, a cs and. Us that logically belong together, a cs that is novel and unfamiliar, and a. Us that is bio;logically or symbollically salient - this model is known as neo-pavlovian conditioning: strategic applications of classical conditioning. Three basic concepts derive from classical conditioning: repetition, stimulus generalization, and stimulus discrimination. When a learned response is no longer reinforced, it diminishes to the point of extinction.