Download Answers to Concepts and Exercises

CHAPTER 6
Learning
ANSWERS TO CONCEPTS AND EXERCISES
Learning in Advertising
1.
Operant. The customer is learning a relationship between a behavior (using a dry cleaner other
than Speedy) and its consequence (clothes that are not cleaned on time). (see From the Puzzle Box
to the Skinner Box)
2.
Punishment. The dress’s not being ready will cause the customer problems and is therefore
aversive. (see Punishment)
3.
Continuous. Every time a behavior (going to Speedy Dry Clean versus any other dry cleaner)
occurs, it is rewarded or reinforced (getting clothes back on time). (see Forming and
Strengthening Operant Behavior)
4.
Once. Behaviors learned on a continuous reinforcement schedule are very easy to extinguish. (see
Schedules of Reinforcement)
Learning in Advertising
1.
Classical. Jennifer has learned that one stimulus (the doctor) predicts another (activities that cause
pain). (see Pavlov’s Discovery)
2.
Conditioned stimulus. Jennifer was not always afraid of doctors; originally they were a neutral
stimulus. When neutral stimuli begin to predict the presence of another stimulus, such as an
injection, they become conditioned stimuli. (see Pavlov’s Discovery)
3.
Conditioned response. Because Jennifer had to learn to be afraid of doctors, this is a conditioned
(or learned) response. (see Pavlov’s Discovery)
4.
Extinction. The association between the CS (doctors) and the UCS (activities that cause pain) has
been eliminated or at least greatly diminished. The CR (fear of doctors) has also been eliminated.
(see Pavlov’s Discovery)
Teaching an Alien
1.
Punishment. Sam has decreased his behavior of being late for dinner. Punishment decreases the
occurrence of the behavior it follows. When Sam was late, he was probably punished. (see
Punishment)
2.
Cognitive map; latent learning. Sam learned a shortcut by representing the information in his
mind in the form of a map. We know that he learned the shortcut before he demonstrated his
knowledge of it. (see Latent Learning and Cognitive Maps)
3.
Avoidance conditioning. Sam learned to avoid having his sister inform his mother of his doings by
simply not telling her what he did. (see Basic Components of Operant Conditioning)
4.
Taste aversion. Gufla learned that roses (CS) predict the presence of fertilizer (UCS). Fertilizer
causes stomachaches (CR). Gufla will stay away from (CR) all roses (CS) in the future. (see The
Signaling of Significant Events)
5.
Discriminative stimulus; primary positive reinforcer. The direction in which Sam nodded his head
would be a discriminative stimulus, or signal, that would let Gufla know when to make a response
(eating whatever his fork touched) in order to receive the reinforcement of eating food. Food is a
pleasant stimulus and basic to survival. Therefore, it is a primary positive reinforcer. (see Basic
Components of Operant Conditioning; see also Forming and Strengthening Operant Behavior)
6.
Observational learning. Gufla will attend to what Sam is doing, retain the information, and
reproduce it because Sam has told him to. Gufla is not performing each specific behavior to obtain
a reward. (see Observational Learning: Learning by Imitation)
7.
Secondary positive reinforcer. Watching a movie, although not basic to survival, is a pleasant
stimulus. Therefore, this is an example of secondary positive reinforcement. (see Basic
Components of Operant Conditioning; see also Forming and Strengthening Operant Behavior)