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Learning Theories - Coggle Diagram

- - - - Stimulus comes first then behaviour
      - Unconditioned Stimuli (UCS)
        
        Stimuli that naturally results in a response
      - Unconditioned Response (UCR)
        
        Natural response from UCS
      - Condition Stimuli (CS)
        
        Neutral stimulus -> now triggers a conditioned response
      - Conditioned Response (CR)
        
        response from CS
      - ADS
        
        The CS (brand) comes firsts, followed by UCS
        
        Stopping the pair leads to extinction of assoication
        
        Substitution with another stimulus also leads to extinction
        
        Used to make consumers associate brands with a certain response (ex. happiness)
        
        Repeat ad to strengthen association while changing
        it to avoid fatigue & adaption
      - Associative Learning
      - Neutral stimulus is paired with a repsonse
      - Response is simple and involuntarily
      - Stimulus Generalization
        
        Stimuli similar to CS triggers the same CR
        
        Brands that look similar
        
        New products sold under the same brand
      - Stimulus Discrimination
        
        Training consumers to respond only to the original stimulus
        
        Adidas ads about not buying fake shoes
        
        New products
        under the same brand could use it to have separate images
    - - A behaviour done
        depends on response to it
      - Discouragement of Behaviour
        
        Punishment
        
        Add negative event after behaviour
        
        Extinction
        
        Remove positive event after behaviour
      - Encouragement of Behaviour
        
        Positive Reinforcement
        
        Add positive event after behaviour
        
        Negative Reinforcement
        
        Remove negative event after behaviour
      - Reinforcement Schedule
        
        Variable Ratio reinforce.
        
        Reinforce. happens after # of actions, but consumers doesn't know when
        
        High and steady response rate
        
        Roll ups
        
        Fixed Interval Reinforce
        
        Reinforce. happens after a known period of time
        
        Seasonal deals
        
        Moderate response with multiple pauses after reinforce
        
        Fixed Ratio Reinforce
        
        Reinforce. happens after fixed # of actions
        
        High response rate, pause after reinforce.
        
        Loyalty cards
        
        Variable Intervals Reinforcement
        
        reinforce. happens after period of time but consumers dont know when
        
        Moderate response but rarely pauses after reinforce.
      - Gamification
        
        application of elements in relation to games
        
        earning points and levelling up - positive consequence
  - - - Creative thinking to resturcture and combine existing and new info
      - forces consumers to think and use creativity
      - Most complex form of cognitive learning
    - - Association made between two concepts without unconditioned, guided by adaptive unconscious
    - - Learning by seeing others' reinforcements they get and imitating
      - Modelling
      - Higher level of cognition