Learning Theories PDF
Document Details
Uploaded by AdroitJadeite2449
University College Cork
Tags
Summary
This document outlines different learning theories, focusing on classical and operant conditioning. It also discusses how these theories relate to marketing practices and cognitive processes, like observational learning.
Full Transcript
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.