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

Kinds of learning

Classical Conditioning

Operant Conditioning

Observational Learning

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

• 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

Classical Conditioning• Environmental factors• Learning through associations

Operant Conditioning• Consequences of behavior

Observational Learning• Watching those around us

Classical/Pavlovian Conditioning

Classical Conditioning• Accidental discovery• Was studying the process of digestion in dogs• To study salivation• Learning through association

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)

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

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

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

Conditioned Response - CR• Learned response to the conditioned stimulus• CR is similar or identical to UCR• Salivation alone to the bell alone is CR

Model of Classical Conditioning

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

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

Importance of CC1. Fears are acquired by classical conditioning2. What has been learned can be unlearned3. Influences physiological responses4. Influences sexual arousal

Fears are acquired by CC• Experiment by John Watson on “Little Albert”

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

Influences Physiological responses• Placebos - a substance that has no therapeutic effect, used as a

control in testing new drugs.• Blood pressure

Influences Sexual Arousal• Axe Ad

Operant/Instrumental conditioning

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

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

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

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.

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

Negative Reinforcement• Response is followed by an end to discomfort or removal of an

unpleasant event or removal of unfavorable consequences

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

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

Schedules of Reinforcement• Rules determining how reinforcements will be delivered• A plan for determining which responses are to be reinforced or

rewarded

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

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

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

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

For learning to take place by observation following process must occur:1. Attention2. Retention3. Reproduction4. Reinforcement

Learning/Observation Learning/Modeling