Read the summary and the most important questions on Operant Conditioning Methods W4KC3

• 1 Introduction

• Which philosopher, inventor and poet followed up the work of Thorndike with regards to Operant Conditioning?

  B.F. Skinner.

• What is Operant/Instrumental conditioning?

  It is altering the probability of behaviour occurring, by changing the consequences of behaviour.

• What are the core differences between Operant Conditioning and Classical Conditioning, which are both behaviour modification (Conditioning)?

  1. Operant Conditioning: behaviour under conscious control; 
     
  1. Classical Conditioning: autonomous - unconscious; 
  2. Operant Conditioning: consequence (stimulus) after behaviour; 
  1. Classical Conditioning: S-R = stimulus-response model. 

• 2 Skinner and Peter & Nord

• Skinner takes a more extreme point of view than Peter & Nord. In what sense does he do that? His words are: 'Free will is an imagination'.

  He does not see mental processes and cognitive approaches as complementary to the behaviour modification, he says they are irrelevant. He says we know nothing about the cause of our behaviour. It is all about CAUSE and EFFECT, not the process.

• 3 Operant Conditioning Essentials - Wells

• Wells gives a nice overview of the Core Essentials talking about the sequence of response/behaviour and the consequential stimulus (positive/negative). In light of this, what does she say that you should look for?

  We need to look for the drivers that influence the likelihood behaviour/response repetition.

• Name the 2 types of consequences discussed in the Behavioural Perspective Model.

  1. Utilitarian reinforcement: technical/functional qualities; 
     
  2. Informational/hedonic reinforcement: social/symbolic consequences. 

• What is the core function of the consequential stimulus?

  Anything that gives us a positive or negative experience after a certain behaviour can change the likelihood of us repeating the behaviour.

• 4 Methods of Reinforcement

  This is a preview. There are 9 more flashcards available for chapter 4
  Show more cards here

• Why is Extinction referred to as the 'Silent Killer'?

  Because people do not get the expected positive consequence from a behaviour they will stop doing it, usually it is not large enough to complain so firms won't know why they go.

• Why can't we use Methods of Reinforcement easily in Marketing Communication?

  Because it refers to actual behaviour/experiences, it is not about observation (Vicarious Learning).

• What does the distinction between punishment and reinforcement focus on?

  Are we encouraging or discouraging behaviour?