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| Is a relatively permanent change in behavior that experience causes. |
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| Behavioral Learning Theories |
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| Assumes that learning takes place as a result of responses to external events. |
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| Instrumental Conditioning |
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Definition
| Also known as operant conditioning. Is a behavioral learning theory that occurs as individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes. |
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Definition
| Is a behavioral learning theory that occurs when a stimulus that elicits a response paired with another stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because we associate it with the first stimulus. (pavlovs dog) |
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| A stimulus that is naturally capable of causing a response. (Ex: some sort of food that would make your mouth water.) |
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Definition
A response to a conditioned stimulus caused by the learning of an association between a conditioned stimulus and an unconditioned stimulus.
-Basically causing a response to something that normally wouldn't elicit that type of response (Salivating at the sounds of a bell). |
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Definition
A stimulus that produces a learned reaction through association over time.
-Ex: The bell in pvalovs dog. Normally a bell would not cause salivation. |
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| Cognitive Learning Theory |
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Definition
| Approaches that stress the importance of internal mental processes. This perspective views people as problem solvers who actively use information from the world around them to master their environment. |
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Definition
| Occurs when people watch the actions of others and note the reinforcements they receive for their behaviors. |
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| Is a process of acquiring information and storing it over time so that it will be available when we need it. |
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| Information enters in a way the system will recognize. |
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| Stores information that we receive from our senses. |
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| A cognitive framework we develop through experience. |
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| A sequence of events an individual experts to occur. |
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Definition
| In advertising research the extent to which consumers say they are familiar with an ad the researcher shows them |
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| The process of retrieving information from memory; in advertising research the extent to which consumers can remember a marketing message without being exposed to it during the study. |
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Definition
| Structural changes in the brain produced by learning decrease over time. |
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Definition
| As we learn additional information, it displaces the earlier information. |
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