2. The acquisition of
knowledge
or skills through
experience,
practice, study,
or by being taught.
e a r n i n g
Relatively
permanent
change
in
behaviour
due
to
experience
3. DEFINITIONS
Learning refers to a more or less permanent
change in behavior which occurs as a result
of practice.
(G.A.Kimale, 1961)
Consumer learning is the process by which
individuals acquire the purchase and
consumption knowledge and experience they
apply to future related behaviour.
(Schiffman and Kanuk)
5. CLASSIFICATION OF LEARNING THEORIES
LEARNING
Behavioral
Cognitiv
e
Classical
Conditionin
g
Operant
Conditioning
6. WHAT IS LEARNING?
Behavioral Perspective
A relatively permanent change in
behaviour that arises from practice
or experience
Cognitive Perspective
Mental change that may
or may not be associated
with changes in behaviour
7. TYPES OF BEHAVIORAL LEARNING
Classical
conditioning:
learning to link two
stimuli in a way that
helps us anticipate
an event to which
we have a reaction
Operant
conditioning:
changing behavior
choices in response
to consequences
9. LEARNING TO MAKE AN INVOLUNTARY (REFLEX) RESPONSE
TO A STIMULUS OTHER THAN THE ORIGINAL, NATURAL
STIMULUS THAT NORMALLY PRODUCES THE REFLEX.
A Reflex is an
unlearned, involuntary
response that occur
under personal control
or choice
The food
causes a
particular
reaction, the
SALIVATION.
A STIMULUS can be defined
as any object, event or
experience that causes a
response, the reaction of an
organism.
DEFINITION
10. PAVLOV AND THE SALIVATING DOGS
Pavlov discovered that his dogs began
salivating when they weren't supposed to be
salivating. Switching his focus, Pavlov spent
the rest of his career studying on what he
termed Classical Conditioning, learning to
elicit an involuntary reflex response to a
stimulus other than the original stimulus that
produces reflex.Elements of Classical
Conditioning:
Unconditioned
Stimulus (UCS).
Unconditioned
Response
(UCR)
Conditioned
Stimulus (CS)
Conditioned
Response (CR)
11. UNCONDITION
ED STIMULUS
The original naturally occurring stimulus. This is
the stimulus that ordinarily leads to the reflex
response. In the case of Pavlov dogs, the food is
the unconditioned stimulus.
UNCONDITION
ED RESPONSE
The reflex response to the unconditioned stimulus.
It is unlearned and occurs because of genetic
‘wiring’ in the nervous system. In Pavlov’s
experiment, the salivation to the food is the UCR.
CONDITIONED
STIMULUS
Pavlov determined that almost any kind of
stimulus could become associated with UCS. The
sight of the food dish itself became a stimulus for
salivation before the food was given. At this point,
the dish was called NEUTRAL STIMULUS.
CONDITIONED
RESPONSE
Comes as a response to the conditioned stimulus.
14. The kind of learning that applies to voluntary behavior
through the effects of pleasant and unpleasant
consequences or responses.
OPERANT CONDITIONING
15. •The rat is learning to
press the bar in the wall
of the cage in order to get
food .
B.F. SKINNER: THE BEHAVIORIST
Skinner box
Studied observable,
measurable behavior.
• learning depends on
consequences
Recording
deviceBar or lever
that an
animal
presses,
randomly at
first, later for
reward
Food/water dispenser
to provide the reward
17. KEYPOINTS OF THIS THEORY
Thinking, memory, knowing, as well as
problem-solving need to be explored.
We can view knowledge as a schema
(symbolic mental construction).
Learning: change in a learner’s schemata.
People need active participation, that is how
we learn, and our actions are a consequence
of thinking.
