Final - Lecture 6

Question 1

Behaviorism

Answer 1

• Focus on the environment as an immediate or proximate cause for human behaviors.
• deterministic perspective
• NO FREE WILL

Question 2

Two forms of behaviorism

Answer 2

radical behaviorism: operant conditioning

behaviorism: respondent conditioning

Question 3

Radical Behaviorism

Answer 3

• actions not always rational, but always consistent with patterns of prior learning
• instrumental or skinnerian conditioning
• humans are conditioned through reinforcement to behave in a particular way
• obtain a reward or avoid a punishment

Question 4

Ideas of BF Skinner

Answer 4

• human cognition and introspection are not the main explanation of behavior
• thinking was a behavior

Question 5

Operant conditioning

Answer 5

• behaviors are encouraged by presenting a reward or withdrawing an undesired element
• discouraged by withdrawing a reward or presenting an undesired element

Question 6

OC Chart (pg 7)

Answer 6

ENCOURAGE: positive reinforcement (present), negative reinforcement (withdraw)
DISCOURAGE: punishment (present), and extinction (withdraw, negative punishment)

Question 7

Positive reinforcement

Answer 7

attempting to encourage behavior by introducing a desirable stimulus (ex buy shoes and run faster)

Question 8

Negative reinforcement

Answer 8

encourage behavior by removing an undesirable stimulus (fear or guilt appeals ex. buy gum to get rid of bad breathe halitosis)

Question 9

Punishment

Answer 9

discourage by introducing an undesirable stimulus (fear –> negatively affected for using a competing product)

Question 10

Demarketing

Answer 10

discourage consumption behavior (cigarettes and drugs)

Question 11

Negative punishment

Answer 11

discourage a behavior by removing a desirable stimulus (buy advil to take away pain)

Question 12

Shaping

Answer 12

process of gradually molding behavior toward a desired pattern
- successive approximations: pigeon gradually moving from turning to wall to button to pressing button

Question 13

Extinction

Answer 13

process of un-conditioning

breaking the relationship between the stimulus and the response

Question 14

Continuous vs Intermitten reinforcement

Answer 14

CR: every instance of behavior is rewarded
IR: only sometimes rewarded / more powerful

Question 15

superstitious behavior

Answer 15

completely random rewards and unrelated to behavior
misattribution of cause and effect
ex: social workers and beads for counting safe sex days

Question 16

characteristics of superstition in marketing

Answer 16

search: attributes consumers can effectively evaluate before purchase
experience: attributes after purchase and consumption
credence: cannot effectively evaluate even after immediate consumption