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Learning%202008 - Learning Caleb Warren Buyer Behavior Fall...

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Learning Caleb Warren Buyer Behavior Fall 2008
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Learning A relatively permanent change in behavior or cognitive structure (i.e. thought) based on direct or indirect experience Behavioral learning theories Classical and operant conditioning Cognitive learning theories Observational learning Hypothesis testing Analogical reasoning
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Classical Conditioning Involves associations between stimuli Unconditioned stimuli (US), e.g. food Conditioned stimuli (CS), e.g. bell Response/Outcome, e.g. salivation US Response US + CS Response CS Response Lodivico’s Technique in A Clockwork Orange uses classical conditioning to discourage criminal behavior (and incidentally responses to Ludwig Van).
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Classical Conditioning Considerations Repetition Stimulus Generalization Stimulus Discrimination
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Example of Conditioning Repetition Food (US) Salivation (Associated Response) Bell (CS) + Food Salivation (many times) Bell Salivation Stimulus Generalization Keys rattling Saliva Stimulus Discrimination Keys rattling + Food Saliva
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Application of Classical Conditioning What are some unconditional stimuli often paired with brands?
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