operant conditioning action results in consequence –decision b.f. skinner three term contingency...
TRANSCRIPT
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
• Operant conditioned after the behaviour– Outcome feeds back to alter response
Probabilities
• Hierarchy of behaviours (actions)– Probability
• Operant conditioning changes events and/or consequences
• Results in adjustment of probability hierarchy
Shaping
• Directed learning
• Behavioural outcome more certain– Select a specific response to occur in a specific
way
• Gradual process
• Chaining– Forward and backward
Reinforcement Consistency
• Continuous schedules
• Intermittent schedules
• Response-reinforcer?– Technically, only FR-1 is continuous
• Systematic reinforcer– Any fixed schedule (FR or FI)
Extinction
• Response - outcome pattern disrupted
• Easiest for:– Continuous reinforcement/punishment– Low schedules
• Variable ratio schedules hardest to extinguish
Delay
• Immediate reinforcement
• Delayed reinforcement
• Generally, delayed harder to condition– Difference with well conditioned system
Changing Schedules
• Cost of response
• Contingency– Rate of reinforcement
• Modification– Decrease– Increase
• Delay
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
• 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)
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
Behaviour Modification
• Application of operant theory to change behaviour
• Primary application of operant principles
• Skinner’s behaviour analyst techniques
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
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
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.)
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
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
Consumer Behaviour
• Economic purchasing and consumption activities
• Basic three-term contingency applies– Stimulus - response - outcome
• Plus, consumer behavioural setting and learning history
Behav. Persp. Model and Consumer’s Choice
• Consumer choice reduces aversive consequences of facing multiple equivalent options
Model
Consumerbehaviour setting
Consumer’s learning history
Consumerbehaviour
Aversiveconsequences
Utilitarianreinforcement
Informationalreinforcement
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
Managing Reinforcers
• Three ways
• Enhancing effectiveness of reinforcers
• Controlling the schedules of reinforcer delivery
• Increasing the quantity or quality of reinforcers
Complexities
• Multiple systems operating simultaneously
• Is operant conditioning separable from classical?
• Do stimuli fulfill role of CS, SD, or both?
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
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
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
Conclusion
• Can have classical conditioning without operant reinforcement
• But what about classical conditioning in operant conditioning?
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
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
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
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
Central Emotional State
• Classical conditioning in operant conditioning
• Not for learning response
• For CES (Central Emotional State)
• CES --> motivation, “mood”
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
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
“Explicit” Predictions
• Emotional states
USCS Appetitive Aversive
(e.g., food) (e.g., shock)CS+ Hope FearCS- Disappointment Relief