BUSI 4206 Chapter Notes - Chapter 3: Generic Brand, Table Tennis, Brand Equity
26 May 2015
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Learning: refers to a relatively permanent change in behaviour that is caused by experience. Assume that learning takes place as a result of responses to external events, as opposed to internal thought process. This viewpoint is represented by two major approaches: Occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time this second stimulus causes a similar response because it is associated with the first stimulus. Ivan pavlov paired a neutral stimulus (a bell) with a stimulus known to cause a salivation response in dogs (meat powder). The power was an unconditioned stimulus (ucs) because it was able to cause a response. Over time, the bell became a conditioned stimulus (cs) because initially it did not cause salivation but the dogs learned to associate the bell with meat powder and began to salivate at the sound of the bell.
