Instrumental conditioning II: Actions and Habits - S-R vs. R-O, devaluation manipulations and behavior, incentive learning, neural substrates of goal directed and habitual responding (Dickinson, ...

Operant conditioning is learning that occurs through rewards and punishments in response to a particular behavior.

Classical conditioning, one well-studied theory of behavioral learning, suggests that when two stimuli are paired together to produce a specific learned response, eventually, through repetition ...

The present paper examines the implications of recent developments in classical conditioning for consumer research. It discusses the finding that the conditioned response need not resemble the ...

In psychology, the term “blank slate,” or tabula rasa, actually has two meanings. The first refers to the belief that all humans are born with the ability to become literally anything or anyone. This ...

The most important thing to remember is that classical conditioning involves automatic or reflexive responses, and not voluntary behavior (that's operant conditioning, and that is a different post).

Do features like humor, sex, color, and music in a commercial merely increase our attention to product information in a message, or can they directly influence our attitudes? The results of an ...