Operant + Classical conditioning/Materialism Flashcards
(10 cards)
How is Shaping behaviour the single most potentially useful tool?
Can assist the initial purchase of any new product. These behaviour can be encouraged via incentives.
What is Classical conditioning?
Pairing of a natural response to a stimulus with some unrelated stimulus.
Repetition increases the strength of the association.
What is Operant Conditioning?
Use of behavioural contingencies:
- Punishment and reinforcement to increase or decrease behaviour
- Allows follows a behaviour
What are the two types of behaviour?
Respondent behaviour: occur automatically/reflexive
Operant behaviour: conscious control, consequences influence whether or not they do them again.
What are the 4 potential outcomes?
Positive reinforcement
Negative reinforcement
Positive punishment
Negative punishment
Behavioural Modification (4 things)
Incentivise purchase
Continous reinforcement
Fixed ratio reinforcement
Fixed interval reinforcement
What are 4 defining terms of Classical conditioning ?
- Associates involuntary response and stimulus
- No incentives
- Learner passive
- association with a naturally occurring event
What are 4 defining terms of Operant conditioning?
- Associates voluntary behaviour and consequences
- Learner rewarded with incentives
- Learner actively participates
- Learner must display the behaviour before operant conditioning can start.
Definition of Materialistic people?
viewed as: seeking a lifestyle full of possessions, deriving value from acquiring and showing off possessions and being selfish and self-centered.
Belk (1985) suggests what about material possessions…?
That they often serve as surrogates for inadequate or unsatisfying interpersonal relationships.
