MKTG 483 Lecture Notes - Social Judgment Theory, Long-Term Memory, Semantic Network
22 Nov 2012
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Document Summary
Learning: linking previous knowledge and experience with present situation. The "blackbox" because it concerns itself with how learning takes place. How a certain stimulus leads to a certain response. Cognitive learning: concerned with the internal world, what"s happening with the individual. Every organism (human, animal) is a passive entity that you can teach through repetition. Pavlov"s dogs: he was a physiologist who discovered that dogs learned through association. unconditioned stimulus (dried meat powder)--> unconditioned response (salivation). Us is a stimulus who results in the ur. Eventually, the bell alone was enough to make the dogs salivate. Generalization of the stimulus: sounds that sounded like the conditional stimulus result in the same response. Instrumental conditioning: learning through feedback, learning from behaviours that give positive outcomes. Punishment: behaviour that leads to negative outcomes (i. e. stealing). Extinction: positive reinforcement is not there anymore- every time you wear chains, somebody gives you a compliment.
