Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
19 Cards in this Set
- Front
- Back
|
What is Operant Conditioning?
|
-a view that learning is driven by the positive or negative consequences of behavior
|
|
|
What is Positive Reinforcement?
|
-an inducement to repeat a behavior in order to receive a reward
|
|
|
What is Negative Reinforcement?
|
-an inducement to repeat a behavior to remove an adverse situation
|
|
|
What is Punishment?
|
-an aversive consequence that decreases the likelihood a particular response will recur
|
|
|
What is Behavior Shaping?
|
-breaks down a complex behavior into a series of simple component actions and reinforces learners at each successive step
|
|
|
What is Stimulus Generalization?
|
-our tendency to assign commonality to similar stimuli, our response to one stimulus becomes extended to other similar stimuli
|
|
|
What is Stimulus Discrimination?
|
-Our tendency to distinguish between similar but not identical stimuli, gives marketers the opportunity to differentiate their products
|
|
|
What is Cognitive Learning?
|
-humans are not locked into a ceaselessly repetitive stimulus-response behavior mode. Rather, we have the ability to think, analyze, associate, learn consequences, and solve problems. We may act differently in each case based on perceived circumstances
|
|
|
What is Rote Memory?
|
-verbal learning, done with repetition
|
|
|
|
|
|
|
What is an example of Method of loci?
|
-Marlboro Man
mnemonic techniques that rely upon memorized spatial relationships to establish, order and recollect memorial content |
|
|
What is an example of Visual Imagery?
|
-paints a picture for you Ex. “you’re in good hands with AllState”
|
|
|
What is Left Hemisphere?
|
-specializes in analytical thinking, verbalization and algebraic calculations (good at Math), builds up a world from pieces, detail oriented
|
|
|
What is Right Hemisphere?
|
-specializes in interpreting and recognizing visual patterns (creative), look at the big picture
|
|
|
What is Vicarious Learning (Modeling of Social Learning)?
|
-behavior change due to observing the activity of others and the consequences of their behavior. “Show me how to do it”
|
|
|
What is Learning Curve (Experience Effect)?
|
-tasks become easier as the number of repetitions increases
|
|
|
What is Brand Parity?
|
-a belief that no significant differences exist among brands
|
|
|
What are Mnemonic Devices?
|
-auditory or visual aids that promote retention of material by indentifying it with some easily-remembered symbols
|
|
|
What is Sensory Memory?
|
-a storage system where incoming data undergo preliminary processing
|
