Learning Theories PDF

Learning • Learning is a relatively permanent change in behavior caused by experience. • Learning can also occur passively through our observations within the environment and without us trying to learn, this is called ‘Incidental learning’ Classical Conditioning • Classical conditioning is the...

Learning • Learning is a relatively permanent change in behavior caused by experience. • Learning can also occur passively through our observations within the environment and without us trying to learn, this is called ‘Incidental learning’ Classical Conditioning • Classical conditioning is the process of – using an established relationship between one stimulus (music) and response (pleasant feelings) – to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand). https://www.youtube.com/watch?v= DShEAPKV0EU&ab_channel=TheSun Classical Conditioning Issues • Repetition – increases the strength of stimulus response associations • Stimulus generalization – stimuli similar to a conditioned stimulus can evoke a similar response (e.g. me too brands) Operant Conditioning • Operant conditioning (or instrumental conditioning) occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes • Three means of instrumental conditioning – Positive reinforcement – Negative reinforcement – Punishment Positive Reinforcement Negative Reinforcement • Any pleasant outcome following a behavior that increases that behavior. • Something negative is removed from a person’s experience to increase the likelihood of a behavior – A mother gives her daughter sweets (pleasant stimulus) for doing her homework (desired behavior) – To stop his mother nagging (negative stimulus) a boy does his chores (desired behaviours) Marketing Application: Stimulus Generalization • Stimulus generalization: tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses. – Product line extensions – Look-alike packaging Cognitive Learning 1. Iconic Rote Learning – Concepts are learned without conditioning 2. Vicarious Learning/Modeling – Concepts are learned through observation 3. Analytical Reasoning – Individuals engage in thinking to restructure existing concepts into new ideas Observational (Vicarious) Learning • • • Watch the actions of others and note the reinforcements they receive for their behaviors. Vicarious rather than direct experience. Modeling is the process of imitating the behavior of others.