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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
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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).