BEM212 CHAPTER 3 NOTES. THESE NOTES ARE MADE USING LECTURE SLIDES, NOTES FROM CLASS AND THE FOLLOWING TEXTBOOK: CONSUMER BEHAVIOUR - SOUTH AFRICAN PSYCHOLOGY AND MARKETING APPLICATIONS - 2nd EDITION.
LEARNING
• E.C. Tolman
• more complex form of leaning – states that
• a change in behaviour and knowledge because desired goal can be reached through objects in
of an experience the environment
• acquired knowledge is important
LEARNIN OUTCOME 2 • internal & external factors influence mental
EXPLAIN THE DIFFERENT THEORIES OF LEARNING (MC) process that govern learning in individual
• e.g. Man wants to buy his first car; he asks his
1. CLASSICAL CONDITIONING parents and salesperson questions to make an
informed decision – CL takes place when he asks
about the fuel consumption, service plan, cost of
• associative learning where unconditioned replacing tyres, engine capacity, etc.
stimulus becomes associated with conditioned
stimulus resulting in conditioned response
• driven by external stimulus 4. LEARNING IN SOCIAL CONTEXT
• Ivan Pavlov – experimenting with dogs
• conditioned stimulus & conditioned response
• Albert Bandura
• uncontained stimulus & unconditioned response
• people learn by observing others
• e.g. when we hear our phone ring (CS), we
• e.g. girl watches her mom apply make-up, she
immediately reach for our phones (CR); even if it
stores the mental image; in her mind she
isn’t our phone ringing, we still have the same
rehearses the process and over the weekend she
response because we have been conditioned to
decides to reproduce the image before she goes
respond to the sound
out with her friends, if feedback from her friends is
positive, she will try it again – but if her friends
laugh at her, she might not try it again
2. OPERANT CONDITIONING
STEPS
• when subject learns that by doing something, he
amount of attention that is
can obtain specific result 1. ATTENTIONAL
PROCESSING given to person/action that
• driven by consequences of behaviour
you’re observing
• B.F. Skinner – experiment with rats and pigeons
using “skinner box” information is processed and
• positive reinforcement encourages behaviour by retained as visual image that
2. RETENTIONAL
giving pleasant rewards PROCESSING can be recalled
• negative reinforcement encourages behaviour by • symbolic rehearsal – practising
behaviour in your mind
avoiding unpleasant consequences
• e.g. reward system such as Clicks Club Card 3. REPROCUTION reproduce behaviour if the
encourages customers to buy more so that they PROCESSING environment requires it
can earn more points – they can be rewarded feedback from the
with discounts 4. MOTIVATIONAL
environment will motivate the
PROCESSING
process
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