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StudentChapter 3

StudentChapter 3 - 3-Chapter 3Learning and Memory3-The...

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Unformatted text preview: 3-14/2/12Chapter 3Learning and Memory3-24/2/12The Learning Process•Learning: a relatively permanent change in behavior caused by experience•Incidental learning: casual, unintentional acquisition of knowledge3-34/2/12Behavioral Learning Theories•Behavioral learning theories: assume that learning takes place as the result of responses to external events.3-44/2/12Types of Behavioral Learning TheoriesClassical conditioning: a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.Instrumental conditioning (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.3-54/2/12Classical Conditioning•Ivan Pavlov rang bell and put meat powder into dogs’ mouths; repeated until dogs salivated when the bell rang•Meat powder = UCS (natural reaction is drooling)•Bell = CS (dogs learned to drool when bell rang)•Drooling = CR3-64/2/12Marketing Applications of Repetition•Repetition increases learning•More exposures = increased brand awareness•When exposure decreases, extinction occurs...
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