learning chapter 8 fhs
TRANSCRIPT
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Key points to remember• Any relatively permanent change in behavior brought about through
practice or experience• Fundamental process in organization• Organizations which encourage learning – employees are more
productive
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Kinds of learning
Classical Conditioning
Operant Conditioning
Observational Learning
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Conditioning
Based on conditioning
through association or reinforcement
Thinking
Intellectual evaluation comparing
attributes with values
ConditioningThinking
How Consumers Learn
Modeling
Based on emulation
(copying) of respected examples
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• Cognitive Learning (Thinking)• Consumers learn through
information processing and problem solving
• Behavioral Learning (Conditioning)• Learning via association (classical
conditioning)• Learning via reinforcement
(instrumental conditioning)• Modeling Processes (Modeling)• Based on observation of outcomes
and consequences experienced by others
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Classical Conditioning• Environmental factors• Learning through associations
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Operant Conditioning• Consequences of behavior
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Observational Learning• Watching those around us
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Classical/Pavlovian Conditioning
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Classical Conditioning• Accidental discovery• Was studying the process of digestion in dogs• To study salivation• Learning through association
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Definition of CC• Form of learning in which a• previously neutral stimulus
(CS) • is paired with an
unconditioned stimulus (UCS) • to elicit a conditioned
response (CR) • that is identical or very
similar to unconditioned response (UCR)
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Unconditioned Stimulus - UCS• A stimulus that is capable of eliciting a response without any
learning• Response to stimulus is natural and inborn• An event that consistently and automatically elicits an
unconditioned response
Food • Unconditioned Stimulus - UCS
Salivation • Unconditioned Response - UCR
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Unconditioned Response - UCR• An innate or unlearned reflex response to the unconditioned stimulus• It is an action that the unconditioned stimulus automatically elicits• Salivation – reflexively and spontaneously to the food
Food • Unconditioned Stimulus - UCS
Salivation • Unconditioned Response - UCR
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Conditioned Stimulus (CS)• Previously neutral stimulus that acquires
the capacity to evoke a response by being paired with an unconditioned stimulus
• Bell – CS
• Bell was a neutral stimulus – pairing with food (UCS) acquired the capacity to elicit salivation
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Conditioned Response - CR• Learned response to the conditioned stimulus• CR is similar or identical to UCR• Salivation alone to the bell alone is CR
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Model of Classical Conditioning
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ConditionedStimulus (bell,
Lipton Tea ,Brita waterfiltration pitcher)
Unconditionedstimulus
(Food, family events waterfall)
Unconditionedresponse(salivation,
fun& enjoyment,purity ,freshness)
Conditionedresponse(salivation,
fun& enjoyment,purity ,freshness)
Association develops through repetition
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Dinner aroma
8 O'clock News
8 O'clock News
You are hungry
You are hungry
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For the conditioning to happen, • The conditioned stimuli should
precede the Unconditioned stimuli• Repeated pairing of Conditioned and
Unconditioned stimuli• Conditioned stimuli is new and
unfamiliar• Unconditioned stimuli is biologically
or symbolically salient
Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment
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Importance of CC1. Fears are acquired by classical conditioning2. What has been learned can be unlearned3. Influences physiological responses4. Influences sexual arousal
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Fears are acquired by CC• Experiment by John Watson on “Little Albert”
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What has been learned can be unlearned• Experiment by John Watson• Known as counter conditioning• Used to correct and unlearn faulty behaviors• Watson reduced the fear of rabbits in a small child by pairing the
rabbit (CS) with cookies (UCS)• Cookies (UCS) were presented first.• Then the rabbit (CS) was introduced briefly when the child was eating
cookies• Repetition• Child stopped crying even when only rabbit was introduced
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Influences Physiological responses• Placebos - a substance that has no therapeutic effect, used as a
control in testing new drugs.• Blood pressure
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Influences Sexual Arousal• Axe Ad
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Operant/Instrumental conditioning
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Instrumental (Operant) Conditioning - Burrhus Frederic Skinner
Skinner believed that the best way to understand behaviour is to look at the causes of an action and its consequences. He called this approach operant conditioning
A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of
positive experiences (reinforcement) resulting from certain responses or behaviors
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OC• Form of learning
in which consequences of behavior lead to changes in the probability of its occurrence
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Based on the law of effect• Repeat behavior that is
accompanied by favorable consequences
• Not repeat behavior that is accompanied by unfavorable consequences
We tend to learn responses that have rewarding consequences and not learn those that have punishing consequences
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A Model of Instrumental Conditioning
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Reinforcement
• Ways in which desirable and undesirable consequences influence our behaviour
• the process of encouraging or establishing a belief or pattern of behaviour
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Positive Reinforcement• A favorable consequence that encourages repetition of a behavior• An event that follows a response and increases the likelihood that the
response will be made again• A process by which people learn to perform behaviors that lead to
desired outcomes• It is a very powerful and effective tool to help shape and change
behavior. • It works by presenting a motivating item to the person after the desired
behavior is exhibited, making the behavior more likely to happen in the future.
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Factors influencing Positive Reinforcement1. Timing +ve reinforcement must be given immediately
2. Consistency to be given after every response (initially)
3. Rewarding will be effective only if it is rewarding and desirable to the individual
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Negative Reinforcement• Response is followed by an end to discomfort or removal of an
unpleasant event or removal of unfavorable consequences
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Punishment• Any event that follows a response and decreases the likelihood of the
response again• Negative consequence that leads to a reduction in the frequency of the
behavior that produce it• We learn what actions not to perform
• Punishment needs to be used with care:1. May not directly encourage desired behavior2. Victim of punishment may develop hatred3. Does not teach the individual a correct beahvior
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Extinction• Withholding of significant positive consequences that previously
followed desirable behavior• When a response that was once rewarded is no longer rewarded, it
tends to weaken and eventually die out• It is extenguished
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Schedules of Reinforcement• Rules determining how reinforcements will be delivered• A plan for determining which responses are to be reinforced or
rewarded
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Types of Schedules
Continuous• Rewarding every desired
response
Partial/Intermittent• Same are rewarded and some
are not• Types1. Fixed Ratio Schedule2. Variable Ratio3. Fixed Interval4. Variable Interval
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Types of Partial Schedule of reinforcement1. Fixed Ratio Schedule – R after fixed number of responses2. Variable Ratio – after varying number of responses. Eg: gambling3. Fixed Interval – R after fixed interval of time. Eg: Salaries4. Variable Interval – R after variable interval of time
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Shaping• A process of selectively reinforcing behaviors that approach a desired
goal behavior• In shaping each successive step that moves the individual closer to
the desired response is reinforced
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Social Learning/Observation Learning/Modeling
• Developed by Albert Bandura• People learn through direct
observation and learning• Extension of operant conditioning• Recognises the cognitive (mental)
ability and skills of human beings• Human beings are active
participants who are capable of judgement and choice• Reinforcement and punishment play
an important role in this
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For learning to take place by observation following process must occur:1. Attention2. Retention3. Reproduction4. Reinforcement
Learning/Observation Learning/Modeling