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Learning Is A Permanent Change In Behaviour Caused By Experience. The Learner Does Not Need To Have The Experience Directly; We Can Also Learn By Observing Others .

1123 words - 4 pages

LearningLearning is a permanent change in behaviour caused by experience. The learner does not need to have the experience directly; we can also learn by observing others .It is an ongoing process. Our knowledge of the world is continually being revised as we are exposed to new stimuli and receiving ongoing feedback that allows us to modify our behaviour when we find ourselves in a similar position againPsychologists who have studied learning have developed advanced therories on the process of learning. Here we will discuss the two major approaches to learning; instrumental and classical conditioning.Classical ConditioningIt occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.A Russian physiologist , Pavlov introduced classically conditioned learning by pairing a neutral stimulus ( a bell ) with a stimulus known to cause a salivation to dogs ( he squirted dry meat powder). The powder was an unconditioned stimulus because it was capable of causing the response. Over time, the dog has learned to associate the bell with its meat powder and begin to salivate at the sound of the bell only. The drooling of these canine consumers because of a sound now has a linked to feeding time, was a conditioned response ( CR ).This basic of classical conditioning applies to responses controlled by the autonomic and nervous systems. When these cues are consistently paired with a conditioned stimuli such as brand names, we as consumers may feel hungry, thirsty or aroused when later exposed to brand cues.Conditioning effects are more likely to occur after the (CS) conditioned and unconditioned ( UCS ) stimuli have been paired a number of times. Repeated exposures increases the strength of stimulus-response associations and prevent the decay of these associations in memory.Many marketing strategies focus on the establishment of associations between stimuli and responses. Behavioural learning principal applies to many consumer phenomena, ranging from the creation of a distinctive brand image to the perceived linkage between a product and an underlying need. The transfer of meaning from an unconditioned stiulus to a conditioned stimulus explains why made-up brands like Marlboro, Coca-Cola or IBM can exert such powerful effects on consumers.Operant conditioningOver the years behaviourist have carried out operant principals out of the narrow world of the skinner box and into the wider room of society. The use of the operant techniques to help people change unwanted, dangerous, or self-defeating habits in real world settings is called behaviour modification ( applied behaviour analysis )Behaviour modification has had enormous success, behaviorist have taught parents to toilet train their children in only a few sessions etc. as you can see from everyday world behaviour modificaton is not a science but an art.Operant Conditioning : process of applying the law of effect to control behaviour by...

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