{"id":8562,"date":"2023-12-31T17:35:39","date_gmt":"2023-12-31T17:35:39","guid":{"rendered":"https:\/\/commerceiets.com\/?p=8562"},"modified":"2023-12-31T17:35:42","modified_gmt":"2023-12-31T17:35:42","slug":"behavioral-theories-of-learning","status":"publish","type":"post","link":"https:\/\/commerceiets.com\/behavioral-theories-of-learning\/","title":{"rendered":"BEHAVIORAL THEORIES OF LEARNING IN CONSUMER BEHAVIOR –"},"content":{"rendered":"\n

BEHAVIORAL THEORIES OF LEARNING IN CONSUMER BEHAVIOR<\/h2>\n\n\n\n
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Behavioral theories of learning in consumer behavior is an approach which defines learning in terms of an association between stimulus and response, where the stimulus is an external  object\/person\/situation that a person senses and perceives, and response is the behavior of the person that occurs in reaction to the object\/person\/situation.<\/p>\n\n\n\n

ASSUMPTIONS OF BEHAVIORAL THEORIES OF LEARNING IN CONSUMER BEHAVIOR<\/strong><\/h3>\n\n\n\n

The theories are based on the following assumptions:<\/p>\n\n\n\n

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People learn to associate the stimulus and response:<\/strong> They begin to relate the stimulus and response and they generalize the relationship, across situations; whenever the stimulus occurs, there is a similar response.<\/p>\n\n\n\n

Observable and predictable responses: <\/strong>Observable and predictable responses to specific external stimuli are reflective and symbolic of learning having taken place. Because of this, these behavioral theories are also referred to as stimulus-response theories.<\/p>\n\n\n\n

Behavioral theorists do not concentrate on the dynamics of the learning process. Their major concern is on viewing learning as a response to events\/happenings in a person’s external environment.<\/p>\n\n\n\n

PROPONENTS OF BEHAVIORAL THEORIES OF LEARNING IN CONSUMER BEHAVIOR<\/strong><\/h3>\n\n\n\n

The main proponents of this approach were Pavlov, who proposed the theory of classical conditioning, and Skinner, who proposed the theory of operant\/instrumental conditioning. While they both spoke of the relationship between the stimulus and response, they differed on the cause and effect relationship; while Pavlov believed in the Stimulus leading to Response relationship Skinner spoke of Response leading to Stimulus relationship (Re\u2014S). The theories by the two psychologists are elaborated upon subsequently.<\/p>\n\n\n\n

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CLASSICAL CONDITIONING THEORY OF LEARNING IN CONSUMER BEHAVIOR<\/strong><\/h2>\n\n\n\n

The concept of classical conditioning was developed by a Russian physiologist, Ivan Pavlov (1849-1936).<\/p>\n\n\n\n

According to Papalia, Feldman, & Olds, Thengy<\/strong> define the classical conditioning as:<\/p>\n\n\n\n

“A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone”<\/p>\n\n\n\n

“Classical conditioning is type of learning based on association of stimulus does not ordinarily elicit a particular response with another stimulus that does elicit the response.”<\/p>\n\n\n\n

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From the definition above, we understand that the key element in classical conditioning is association. It means that if two stimuli repeatedly experienced together, they will become associated.<\/p>\n\n\n\n

PAVLOV\u2019S EXPERIMENT FOR CLASSICAL CONDITIONING<\/strong><\/h3>\n\n\n\n

Pavlov discovered classical conditioning almost by accident. Originally, he wanted to study the role of salivation indigestion. He measured how much saliva dogs produce when given meat. After a few days in the experiment, Pavlov noticed that the dogs in his laboratory started salivating when the lab attendant entered the room with the meat dish, before meat was placed in their mouth. This aroused Pavlov’s curiosity and he pursued the issue with more experiments.<\/p>\n\n\n\n

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For example, he sounded a bell just before presenting his dogs with food. After hearing the bell many times right before getting fed, the dogs began to salivate as soon as the bell rang. In other word, the dogs had been conditioned to salivate in response to a new stimulus (the bell) that normally would not produce salivation. The dogs had learned to associate the bell with food.<\/p>\n\n\n\n

TYPES OF STIMULUS AND RESPONSE IN CLASSICAL CONDITIONING THEORY<\/strong><\/h3>\n\n\n\n

In classical conditioning, there are 2 types of stimulus and 2 types of response. They are unconditioned stimulus, conditioned stimulus, unconditioned response, and conditioned response.<\/p>\n\n\n\n

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Classical Conditioning<\/strong><\/td><\/tr>
STIMULUS<\/strong><\/td>RESPONSE<\/strong><\/td><\/tr>
UNCONDITIONED STIMULUS<\/strong><\/td>UNCONDITIONED RESPONSE<\/strong><\/td><\/tr>
This is stimulus that can produce the response without any learning. Example: Meat<\/td>This is the unlearned or inborn reaction to the unconditional stimulus. Example: Salivation<\/td><\/tr>
CONDITIONED STIMULUS<\/strong><\/td>CONDITIONED RESPONSE<\/strong><\/td><\/tr>
Conditioned stimulus acquired the ability to produce the response because it was paired (associated) with the unconditioned stimulus. Example: Bell.<\/td>When a response is produced by the conditioned stimulus, it is referred to as the conditioned response. Example: Salivation<\/td><\/tr>
Unconditioned Stimuli Conditional Response<\/td>Unconditional Response Conditional Stimuli<\/td><\/tr><\/tbody><\/table>
BEHAVIORAL THEORIES OF LEARNING IN CONSUMER BEHAVIOR<\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n
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STEP 1: BEFORE CONDITIONING<\/strong><\/h4>\n\n\n\n

The bell is a neutral stimulus. Neutral stimulus (ns) is a stimulus that before conditioning does not naturally bring about the response of interest.<\/p>\n\n\n\n

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An unconditioned stimulus (UCS) can produce an unconditional response (UCR).<\/p>\n\n\n\n

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STEP 2: DURING CONDITIONING PROCEDURE<\/strong><\/h4>\n\n\n\n

During conditioning procedure, the neutral stimulus (NS) is presented. It is immediately followed by the unconditioned stimulus (UCS) to produce unconditional response (UCR).<\/p>\n\n\n\n

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STEP 3: TEST OF CONDITIONING<\/strong><\/h4>\n\n\n\n

After the classical conditioning procedures, the neutral stimulus (NS) becomes a conditioned stimulus (CS). It alone can produce salivation. Here the production of salivation is known as conditioned response.<\/p>\n\n\n\n

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There are 3 common phenomena in classical conditioning i.e.<\/p>\n\n\n\n