| A | B |
|---|
| Classical conditioning | first demonstrated in experiments performed on dogs by Ivan Pavlov |
| positive | woman gets compliments after wearing a shirt she is more likely to keep wearing that shirt is this type of reinforcement |
| behavioral learning | theory assumes that learning takes place as the result of responses to external events |
| variable-interval | secret shoppers" used to test for service quality among its personnel and are rewarded for excellent service attitudes is what type of reinforecment |
| incidental | learning is so casual it is unintentional |
| operant conditioning | Another name for instrumental conditioning |
| extinction | a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened |
| frequency | applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased |
| stimulus generalization | Family branding, licensing, and look-alike packaging are all marketing strategies based on THIS |
| fixed-interval | reinforcement schedule that when after a period of time has passed, the first response a consumer makes brings the reward is what type of reinforcement |
| Learning | a relatively permanent change in behavior that is caused by experience |
| Observational | THIS learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors |
| Skinner | researcher and theorist most associated with instrumental conditioning |
| Memory | a process of acquiring information and storing it over time so that it will be available when needed. |
| Classical conditioning | takes place when a conditioned stimulus is continuously matched with an unconditioned stimulus |
| Episodic | THESE memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong |
| stimulus and response | aspects of the environment are of most concern to behaviorists in studying learning |
| spontaneous recovery | when a stimulus is able to evoke a weakened response years after the stimulus was first perceived |
| recognition | in THIS type of test, subjects are shown ads one at a time and asked if they have seen them before |
| halo effect | the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus |
