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