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2 According to the behaviorists, learning
can be defined as ³the relatively
permanent change in behavior brought
about as a result of experience or
practice.´
2 Behaviorists recognize that learning is an
internal event. However, it is not
recognized as learning until it is displayed
by overt behavior.
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2 he term "learning theory" is often
associated with the behavioral view.
2 he focus of the behavioral approach is
on how the environment impacts overt
behavior.
2 Remember that biological maturation or
genetics is an alternative explanation for
relatively permanent change.
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2 he feedback loop that connects overt
behavior to stimuli that activate the
senses has been studied extensively from
this perspective.
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2 ëontiguity theory
2 ëlassical or respondent conditioning
theory
2 Operant or instrumental conditioning
theory
0
ëlassical Operant
conditioning conditioning
Two stimuli, UCS and A response (R) is
CS, are paired followed by a reinforcing
stimulus (S)
Involuntary behavior : Voluntary behavior:
elicited by a stimulus emitted by an organism
CS CR RS
OR: S-R-S
A-B-C Model
Behavior is sandwiched between
Antecedants (a stimulus that comes
before the behavior)
ëonsequences (a stimulus that comes
after a behavior)
Consequences
Reinforcement
Punishment
Reinforcement
2 Positive reinforcer: ³Rewards´ or
something desireable is received
after a behavior occurs
2 Negative reinforcer: ³Escapes´ or
something undesirable is avoided
after a behavior occurs
Punishment
Presentation punishment: An
undesirable stimulus is received after
a behavior occurs
Removal punishment: A desireable is
lost or removed after a behavior
occurs
Environmental influences on
consumer behavior
Culture
That includes knowledge , belief,
art,morals,law, customs, and any other
capabilities and habits acquired by man as a
member of society. every thing that is socially
learned and shared by the members of
society.
Characteristics of culture
Culture is learned
From one generation to an other
ëulture is socially shared
American culture in our society / TV programs etc.
ëulture are similar but diff.
e.g. calendar / education/ family/ music/ gestures/
housing etc.
ºs persistent
Cultural elements are handed down from generation
to generations cant escape ur cultural heritage
ºs adaptive
But in spite of resistance culture is changing gradually
rate of change varies.
Organized as well as integrated.
Tends to form a consistent and integrated as a whole.
Phases in a Behaviorist Lesson
2 Orientation: overview, explains why, etc.
Presentation: explain how to, steps,
demonstrate how to.
2 Presented in very small steps with mastery of
each step the goal
Numerous examples with teacher
demonstrating correct responses
When difficulty is encountered, additional
explanations and examples given.
Constant evaluation of ALL students
understanding.
Practice phase
Structured practice: whole class led through each
step of the problem with teacher leading and
checking for everyone¶s understanding.
Guided practice: students work on a few
examples alone at their desks. Teacher circulates
and monitors, providing corrective feedback and
reinforcement
Independent practice: students given a few
examples just like what had been learned to
practice alone. Feedback is not necessarily
immediate (i.e. next day).