Term
| Instrumental Conditioning |
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Definition
behaviors = positive outcomes or negative outcomes
- positive reinforcement: frequency marketing, thank you letters, rebates, follow-up phone calls
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Term
Instrumental Conditioning:
Reinforcement schedules |
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Definition
- fixed-interval (seasonal sales)
- variable-interval (secret shoppers)
- fixed-ratio (grocery-shopping receipt programs)
- variable-ratio (slot machines)
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Term
| Cognitive Learning Theory |
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Definition
people = problem solvers
active use of information to master environment |
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Term
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Definition
examples:
- Intel = 'intelligent' + 'electronics'
- Viagra ~ Niagara (Falls)
- Qualcomm = 'quality' + 'communications'
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Term
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Definition
We watch others and note reinforcements they receive for behaviors
- Vicarious learning
- socially desirable models/celebrities who use or do not use their products
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Term
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Definition
| acquiring information and storing it over time so that it will be available when needed |
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Term
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Definition
- individual nodes = meaning concepts
- two (or more) connected nodes = proposition (complex meaning)
- Two or more propositions = schema
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