Brain and Behavior
(1) Conditioning
Classical conditioning
Creating connections through association arisen through repetition
Learning: relatively permanent change in behavior as a consequence of experience
Unconditioned: already an existing connection
Conditioned: attempt to bind something new to the existing connection
Stimulus Response
Unconditioned Bone Salivation Unconditioned
stimulus response
Bone + Bell Salivation
Conditioned Bell Salivation Conditioned
stimulus response
Generalization example: bad association
Discrimination example: differentiate bell tone
Law of EMOTIONAL life
Operant conditioning
The learning process in which a response in a certain context is followed by a reinforcement or
a punishment
Features:
- Learning through trial & error
- Voluntary
- It’s about the EFFECTS of a certain behavior
Examples:
Add stimulus Remove stimulus
Reinforcement Give chocolate Stop loud noise
Punishment Electric shock Take away toy
(2)
Other ways of learning
Mere exposure
- Leads to the forming of attitudes;
+ More exposure = More like
+ Familiar > Unfamiliar
- Wear in/out:
+ Wear in: only after certain minimum of exposures, effect wears in
+ Wear out: after certain number of exposures, effect wears out
, Social/Observational learning
Observe actions & behaviors of another person + consequences and effects
=> Guide own future actions and behaviors
Example: Bobodoll experiment, children see children do
When do we copy:
- Effect of behavior is clear
- Status of role model (parents, teachers, celebs, friends,...)
- Awareness (only acknowledged behavior can be copied)
- Retention (behavior must be memorized)
- Motoric reproduction (able to conduct behavior)
Mirror neurons: Observe = Same neurons light up
Psycho-motoric learning: requires observing & instruction + practicing
Cognitive learning: Learning aimed at obtaining knowledge and insights
Reference groups
Individuals or groups that influence our opinions, beliefs, attitudes and behaviors
Types:
- Normative/Comparative (direct/indirect)
- Associative/Dissociative (part of/not part of)
- Factual/Symbolical (“footballers”/”hipsters”, “goths”)
- Formal/Informal (ex: professional/casual club)
Influence:
- Informational (ex: reaction to online reviews)
- Utilitarian (avoid punishment or gain reward)
- Value expressive
Product visible to outside world Product invisible to outside
world
Luxury product Expensive watch Expensive coffee
- Influence on buying: big - Influence on buying: big
- Brand choice: big - Brand choice: small
Necessity product Warm clothes Toilet paper
- Influence to buying: big - Influence on buying: small
- Brand choice: smaller - Brand choice: small
Application:
- Celebrity (comparative, symbolical & value expressive)
- Everyman (normative, associative)
- Expert (informational)
* Combination possible
(3) Perception & Attitude
Perception
(1) Conditioning
Classical conditioning
Creating connections through association arisen through repetition
Learning: relatively permanent change in behavior as a consequence of experience
Unconditioned: already an existing connection
Conditioned: attempt to bind something new to the existing connection
Stimulus Response
Unconditioned Bone Salivation Unconditioned
stimulus response
Bone + Bell Salivation
Conditioned Bell Salivation Conditioned
stimulus response
Generalization example: bad association
Discrimination example: differentiate bell tone
Law of EMOTIONAL life
Operant conditioning
The learning process in which a response in a certain context is followed by a reinforcement or
a punishment
Features:
- Learning through trial & error
- Voluntary
- It’s about the EFFECTS of a certain behavior
Examples:
Add stimulus Remove stimulus
Reinforcement Give chocolate Stop loud noise
Punishment Electric shock Take away toy
(2)
Other ways of learning
Mere exposure
- Leads to the forming of attitudes;
+ More exposure = More like
+ Familiar > Unfamiliar
- Wear in/out:
+ Wear in: only after certain minimum of exposures, effect wears in
+ Wear out: after certain number of exposures, effect wears out
, Social/Observational learning
Observe actions & behaviors of another person + consequences and effects
=> Guide own future actions and behaviors
Example: Bobodoll experiment, children see children do
When do we copy:
- Effect of behavior is clear
- Status of role model (parents, teachers, celebs, friends,...)
- Awareness (only acknowledged behavior can be copied)
- Retention (behavior must be memorized)
- Motoric reproduction (able to conduct behavior)
Mirror neurons: Observe = Same neurons light up
Psycho-motoric learning: requires observing & instruction + practicing
Cognitive learning: Learning aimed at obtaining knowledge and insights
Reference groups
Individuals or groups that influence our opinions, beliefs, attitudes and behaviors
Types:
- Normative/Comparative (direct/indirect)
- Associative/Dissociative (part of/not part of)
- Factual/Symbolical (“footballers”/”hipsters”, “goths”)
- Formal/Informal (ex: professional/casual club)
Influence:
- Informational (ex: reaction to online reviews)
- Utilitarian (avoid punishment or gain reward)
- Value expressive
Product visible to outside world Product invisible to outside
world
Luxury product Expensive watch Expensive coffee
- Influence on buying: big - Influence on buying: big
- Brand choice: big - Brand choice: small
Necessity product Warm clothes Toilet paper
- Influence to buying: big - Influence on buying: small
- Brand choice: smaller - Brand choice: small
Application:
- Celebrity (comparative, symbolical & value expressive)
- Everyman (normative, associative)
- Expert (informational)
* Combination possible
(3) Perception & Attitude
Perception
