COMMERCE 3MB3 Chapter Notes - Chapter 3: Classical Conditioning, Mattress, Reinforcement
23 Nov 2017
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Document Summary
Behavioural learning: two major conditioning theories that focus on external events and behavioural responses, instead of the active mental process. Operant or instrumental conditioning: occurs because of one of three factors. Positive reinforcement: one form of reward, adding something desirable to the situation increases the probability of performing a behaviour. Negative reinforcement: also a form of reward, removing something negative from the situation increases the probability of performing the behaviour. Punishment: adding something negative to the situation decreases the probability of behaviour. Shaping: reinforce gradual steps toward desired response: applies to instrumental conditioning, examples: samples, coupons, and other progressive rewards, extinction, classical conditioning extinction: if there are not enough exclusive pairings and repetition, the link is weakened. Instrumental learning extinction: when consequences are removed, the probability of performing the behaviour changes. The pitfalls of reinforcement: think in terms of both new and established customers.
