operant conditioning
DESCRIPTION
Operant Conditioning. Action results in consequence Decision B.F. Skinner Three term contingency Stimulus - response - outcome Outcomes Positive/negative; reinforcement/punishment. Differences from Classical. Usually assumed to be under “conscious” control - PowerPoint PPT PresentationTRANSCRIPT
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Operant Conditioning
• Action results in consequence– Decision
• B.F. Skinner
• Three term contingency– Stimulus - response - outcome
• Outcomes– Positive/negative; reinforcement/punishment
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Differences from Classical
• Usually assumed to be under “conscious” control
• Operant conditioned after the behaviour– Outcome feeds back to alter response
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Probabilities
• Hierarchy of behaviours (actions)– Probability
• Operant conditioning changes events and/or consequences
• Results in adjustment of probability hierarchy
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Shaping
• Directed learning
• Behavioural outcome more certain– Select a specific response to occur in a specific
way
• Gradual process
• Chaining– Forward and backward
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Reinforcement Schedules
• Fixed ratio
• Fixed interval
• Variable ratio
• Variable interval
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Reinforcement Consistency
• Continuous schedules
• Intermittent schedules
• Response-reinforcer?– Technically, only FR-1 is continuous
• Systematic reinforcer– Any fixed schedule (FR or FI)
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Extinction
• Response - outcome pattern disrupted
• Easiest for:– Continuous reinforcement/punishment– Low schedules
• Variable ratio schedules hardest to extinguish
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Reinforcers
• Primary
• Secondary
• Speed of learning
• Extinction
• Money
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Delay
• Immediate reinforcement
• Delayed reinforcement
• Generally, delayed harder to condition– Difference with well conditioned system
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Changing Schedules
• Cost of response
• Contingency– Rate of reinforcement
• Modification– Decrease– Increase
• Delay
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Applications• Discriminative stimulus
– “Blue-light special,” coloured sale tags, logos (if previous positive experience with product)
– Christmas music in October
• Positive reinforcement– Give-aways, purchase points, Canadian Tire
money, parking lot barbeques
• Negative reinforcement– Purchase to avoid pushy sales pitch
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• VR schedule– Lotteries, door prizes, etc.
• Shaping– Free trial periods, leading signs/displays (get
person into store area)
• Punishment– Unusual in advertising/marketing– Commercials showing customer who suffers
from not using product (observational learning)
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Ecological Design
• Structuring the environment
• Facilitation of particular behaviour(s)– Increase/decrease probability of response
• Store layout, purchase locations, noises, odors, lighting
• A type of shaping of a response
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Behaviour Modification
• Application of operant theory to change behaviour
• Primary application of operant principles
• Skinner’s behaviour analyst techniques
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Behav. Mod. in Marketing
• Role of marketing as influencing, modifying, and controlling consumer behaviour to achieve purchasing objectives
• An applied field– Not aimed at developing theory, but applying
theory
• Observable behaviour– No inferred behavioural constructs
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Economic Psychology
• Integration of psychology and economic analysis
• Marketing– Not a discipline– An application area for the social sciences and
other disciplines
• EcPsyc offers detailed analysis of consumer-firm interactions
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Behavioural Perspective Model
• Gordon R. Foxall
• Operant behaviourist paradigm
• Modern marketing firms– Embedded in networks of marketing relationships– Extra-firm environment (e.g., consumers) drive
marketing behaviour– Reinforcement/punishment shift firm’s behaviour
• Applies also to behaviour of individuals comprising the firm (e.g., employees, owners, shareholders, etc.)
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A Firm’s Purpose
• To make marketing relationships more economic– Production and selling are independent of firms
• Don’t need firms to do these
– Creation and maintenance of marketing is what firms do
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Uhm… So?
• Operant conditioning theory and firms• Economic behaviour is instrumentally
conditioned• Behaviour that operates on the environment
to produce consequences changes the future rates of behaviour
• Reinforcement/punishment shifts economic (market) factors
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Consumer Behaviour
• Economic purchasing and consumption activities
• Basic three-term contingency applies– Stimulus - response - outcome
• Plus, consumer behavioural setting and learning history
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Behav. Persp. Model and Consumer’s Choice
• Consumer choice reduces aversive consequences of facing multiple equivalent options
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Model
Consumerbehaviour setting
Consumer’s learning history
Consumerbehaviour
Aversiveconsequences
Utilitarianreinforcement
Informationalreinforcement
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Marketing Management in BPM
• Influence two factors
• Consumer behaviour settings– Social, physical, temporal, and regulatory
discriminative stimuli
• Utilitarian and information reinforcers– Actual outcome and knowledge gained
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Managing Reinforcers
• Three ways
• Enhancing effectiveness of reinforcers
• Controlling the schedules of reinforcer delivery
• Increasing the quantity or quality of reinforcers
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Complexities
• Multiple systems operating simultaneously
• Is operant conditioning separable from classical?
• Do stimuli fulfill role of CS, SD, or both?
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Role of Operant Reinforcer in Classical Conditioning
• In classical conditioning– US presented regardless of CR– Defining feature– But, operant reinforcement can slip in
• Operant reinforcement via– 1. Reinforcing CR directly
• e.g., food (US) coming after CR
– 2. CR increases “value” of US• e.g., salivation (CR) makes swallowing food (US)
easier
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Omission Control Procedure
• US presentation depends on occurrence of CR– CS presented; if no CR, US follows– CS presented; if CR, no US follows
• Therefore, US can’t operantly reinforce CR
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Omission Control
CS
US
CR
Trial with a CR
CS
US
CR
Trial without a CR
Blocks of sessions%
of
CR
s
Omission control
Standard classical conditioning
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Conclusion
• Can have classical conditioning without operant reinforcement
• But what about classical conditioning in operant conditioning?
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Associative Structure in Operant Conditioning
• Basic form of association– S-R– S-O
• Pavlovian processes
• Can keep instrumental reinforcement out of classical conditioning, but not vise versa
Stimulus Outcome
Instrumental response
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S-R, S-O, rg-sg
• Thorndike’s Law of Effect– Focus on S-R association
• Hull and Spence– Law of Effect plus a classical conditioning
process
• rg-sg
– Fractional anticipatory goal response; sensory feedback
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Fractional Anticipatory Goal Response
• SD influences rg-sg (expectancy of reward from classical conditioning) through sensory substitution-like process
• Motivation
Stimulus rg sg
Response Outcome
Timeline
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Prediction
• According to rg-sg– CR occurs before operant response– But, not always true– e.g., lever pressing and salivation– CR should occur before operant, but it doesn’t
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Central Emotional State
• Classical conditioning in operant conditioning
• Not for learning response
• For CES (Central Emotional State)
• CES --> motivation, “mood”
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Modern Two-Process Theory
• Classical in operant conditioning
• Neutral stimulus --> elicit motivation (CES)
• CES elicited by CS corresponds to US– CES a characteristic of CNS = “mood”
• CES doesn’t produce only one response– e.g., anger --> multiple responses
• CES conditioned during ordinary operant training– CES conditioned to situational cues or discriminative stimulus
– CES motivates operant behaviour
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Prediction
• Rate of instrumental response will be modified by presentation of CS
• Consider– In operant conditioning, CES develops to
motivate operant response– CS from classical conditioning also elicits CES– Therefore, giving CS during operant
conditioning will alter CES that motivates/maintains operant response
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Conditioned Emotional Response
• Suppression ratio
• CES elicited by CS --> decrease response
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“Explicit” Predictions
• Emotional states
USCS Appetitive Aversive
(e.g., food) (e.g., shock)CS+ Hope FearCS- Disappointment Relief
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• Behavioural predictions
Aversive US
Instrumental schedule CS+(fear) CS-(relief)
Positive reinforcement decrease increaseNegative reinforcement increase decrease