Behavioural approach

Question 1

what is an unconditioned response?

Answer 1

unlearned automatic response triggered by the unconditioned stimulus

Question 2

what did Pavlov study?

Answer 2

• classical conditioning in dogs
• when food was paired with a bell, the dogs came to salivate as the sound of the bell

Question 3

what is imitation?

Answer 3

recreating the behaviour of a role model

Question 4

what is a postive punishment?

Answer 4

when a behaviour has an unpleasant consequence

Question 5

what is the social learning theory?

Answer 5

learning behaviours by observing and imitating others

Question 6

what is a punishment?

Answer 6

reducing the probability of a behaviour being repeated

Question 7

what is identification in terms of modelling?

Answer 7

when a role model is percieved as similar to the observer

Question 8

what is modelling?

Answer 8

• demonstrating a behaviour to another individual
• imitating a models behaviour

Question 9

what is a negative punishment?

Answer 9

when a behaviour removes a pleasant consequence

Question 10

what did Albert Bandura study?

Answer 10

• social learning in the Bobo doll study
• young children imitated an adult model hitting a Bobo doll
• those who did not see the aggressive model played quietly

Question 11

what pairing occurs during conditioning?

Answer 11

unconditioned and neutral stimuli

Question 12

what is positive reinforcement?

Answer 12

when a behaviour is followed by a pleasent consequence

Question 13

what is reinforcement?

Answer 13

increasing the probability of a behaviour being repeated

Question 14

what is an observation?

Answer 14

learning through watching and paying attention to a models behaviour

Question 15

what is an unconditioned stimulus?

Answer 15

triggers an unlearned response

Question 16

what is a neutral stimulus?

Answer 16

a stimulus that produces no learned response

Question 17

what is a conditioned stimulus?

Answer 17

the previous neutral stimulus that now produces the same response as the uncontrolled stimulus

Question 18

what are intrinsic rewards?

Answer 18

rewards that cme from within oneself & make the behaviour rewarding

Question 19

what is the behavioural approach?

Answer 19

we learn how to behave

Question 20

what is motivation?

Answer 20

behaviour driven by a desire to achieve goals or satisfy needs

Question 21

what is classical conditioning?

Answer 21

• learning through association
• associating 2 stimuli with eachother

Question 22

what is negative reinforcement?

Answer 22

when a behaviour is followed by a consequence that removes something unpleasant

Question 23

what are extrinsic rewards?

Answer 23

rewards that come from outside oneself and reward the behaviour

Question 24

what is vicarious learning?

Answer 24

when a behaviour is reinforced because it is observed and rewarded by a role model

Question 25

what is operant conditioning?

Answer 25

learning by reward and punishment

Question 26

what is a conditioned response?

Answer 26

produced by the conditioned stimulus

Question 27

how does operant conditioning explain aggression?

Answer 27

aggression is rewarded & therefore reinforced

Question 28

how does social learning theory explain aggression?

Answer 28

behaviour is more likely to be repeated if it is seen to be reinforced & less likely if it is punished

Question 29

what is a strength of behavioural factors on aggression?

Answer 29

- strong evidence that children learn to be aggressive - research found thst most aggressive boys became friends with each other, recieve positive reinforcement - supports role of learning in aggression

Question 30

what is a weakness of behavioural factors on aggression?

Answer 30

- people still aggressive despite punishments - not everyone that recieves punishment stops being aggressive - cannot fully explain aggressive behaviour

Question 31

How can classical conditioning be utilised to influence consumers to buy more goods / services?

Answer 31

adverts need to be repeated to be successful

Question 32

How can operant conditioning be utilised to influence consumers to buy more goods / services?

Answer 32

Companies introduce methods to reward their customers in order to reinforce the behaviour of them buying their goods / services again

Question 33

How can social learning theory be utilised to influence consumers to buy more goods / services?

Answer 33

- Celebrities are often used in advertising as they hold a high status, are attractive and are wealthy and therefore more likely to act as role models - use down to earth / friendly celebrities to increase the rapport with the brand

Question 34

Outline the piece of research that supports the role of classical conditioning in the perception of brands?

Answer 34

- fictitious brand of toothpaste was associated with positive images - participants expressed more positive attitudes themselves with the brand

Question 35

What factors are ignored in the behavioural approach in terms of consumer behaviour?

Answer 35

- not everybody has the same thoughts & feelings about brands / products - must be cognitive factors involved

Question 36

Why is the research limited?

Answer 36

cannot provide a full explanation as it ignores the role of cognitive factors