Behavioral learning is sometimes referred to as stimulus-response learning because it a bee on the

premise that observable responses to specific external stimuli signal that learning he taken place.

Two forms of behavioural learning

1) Classical conditioning
2) Instrumental conditioning

CLASSICAL CONDITIONING

Early clamical conditioning theorists regarded all organisms (both animal and human) as ma tively
passive entities that could be taught certam behaviors through repetition (Le, condition ing). In everyday
speech, the word corufioning has come to mean a kind of “knee-jerk” (or automatic) response to a
situation built up through repeated exposure. If you get a headache every time you think of visiting your
distant cousin Lata, your reaction may be conditioned from years of boring visits with her.

Ivan Pavlov, a Russian physiologist, was the first to describe conditioning and to propose is as a general
model of how learning occurs. According to Pavlovian theory, conditioned learning results when a
stimulus that is paired with another stimulus that elicits a known response serves to produce the same
response when used alone. Pavlov demonstrated what he meant by conditioned learning in his studies
with dogs. Genetically, dogs are always hungry and highly motivated to cat. In his experiments, Pavlov
sounded a bell and then immediately applied a meal 10 the dog tongues, which caused them to salivate.
Learning (conditioning) securred when, after a sufficient number of repetitions of the sound followed
almost immediately by the food, the bell sound alone caused the dogs to salivate. The dogs associated
the bell sound (the conditioned stimulus) with the meat paste (the unconditioned stimulus) and, after a
number of pairings, gave the same unconditioned response (salivation) to the bell alone as they Sd to
the meat paste. The unconditioned response to the meat paste became the conditioned response to the
bell. Figure 7,2A models this relationship. An analogous situation would be one in which the smelk of
dinner cooking would cause your mouth to water. If you usually listen to the sun o’clock news while
waiting for dinner to be served, you would tend to associate the six o’clock news with dinner, so that
eventually the sounds of the six o’clock news alone might cause your mouth to water, even if dinner was
not being prepared and even if you were not hun gry Figure 728 diagrams this basic relationship

In a consumer behavior content, an unconditioned stimulus might consist of a well known brand symbol.
For example, after more than 50 years of advertising (that is, a long period of learning by consumers),
the name Crest implies that the product is the best alter native for preventing teeth decay (Crest was the
first toothpaste with fluoride and endoned by the American Dental Association). This previously acquired
consumer perception of Crest is the unconditioned response. Conditioned stimuli are the scores of
versions of tooth- paste, toothbrushes, teeth whitening, Bossing, and mouth rinsing products, all
presently mar keted under the Crest brand name. The conditioned response would be consumers trying
these products because of the belief that they embody the same attributes with which the Crest name is
associated