Learning & Memory Flashcards
What is vicarious learning?
learning by observing the behaviours of others
What is incidental learning?
casual, unintentional learning
what is classical conditioning?
when an conditioned stimulus (eg. a brand name) that does not originally elicit a response is paired with a conditioned stimulus (eg. a catchy jingle) that elicits a response, therefore resulting in the solo CS to produce a response
what is instrumental conditioning?
when an individual learns to perform behaviours that produce positive outcomes and avoid those that yield negative outcomes
How does repetition impact learning?
Increases conditioning and learning; prevents decay
What is stimulus generalization?
the tendency for stimuli similar to a conditioned stimulus evoke similar unconditioned responses (eg. look a-like packaging – bounty vs Island bar)
What is stimulus discrimination?
a stimulus similar to a conditioned stimulus that is not followed by a response - consumers do not make any generalizations
What is an example of a conditioned stimulus?
a brand name
What is an example of an unconditioned stimulus
a catchy jingle
does backwards conditioning work? Does it matter which order the CS and UCS is presented?
NO - it absolutely matters. Showing a brand name and then the jingle will NOT WORK
What are 3 ways instrumental conditioning can occur?
- positive reinforcement
- negative reinforcement
- punishment
- extinction
How is positive reinforcement different from negative reinforcement?
positive reinforcement is happy, gives gifts & perks.
negative reinforcement is sad, encouraging consumers to avoid a negative outcome
What are the 4 reinforcement schedules and an example of each?
- fixed interval - seasonal sales
- variable interval - secret shoppers
- fixed ratio - rewards cards
- variable ratio - slot machines
What is cognitive learning?
internal mental processes and problem solving
what is observational learning?
modelling other’s behaviour after viewing the rewards and punishments others receive
