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Types of Learning Positive Reinforcement any stimulus the presentation of which strengthens the behavior upon which it is made

e contingent. (e.g., lever pressing for food) Negative Reinforcement any (aversive) stimulus the withdrawal of which strengthens the behavior. (e.g., lever pressing to terminate or escape shock) Instrumental Conditioning Types of Learning Positive Punishment any (aversive) stimulus the presentation of which weakens a behavior. (e.g., spanking a child for misbehaving) Negative Punishment any stimulus the withdrawal of which weakens a behavior. (e.g., taking candy from a child for misbehaving) ATTITUDE In psychology, a mental position with regard to a fact or state. Attitudes reflect a tendency to classify objects and events and to react to them with some consistency. Attitudes are not directly observable but rather are inferred from the objective, evaluative responses a person makes. Thus, investigators depend heavily on behavioral indicators of attitudes what people say, how they respond to questionnaires, or such physiological signs as changes in heart rate. Attitude research is employed by social psychologists, advertising professionals, and political scientists, among others. Public-opinion researchers often attempt to distinguish attitudes from related concepts such as values, opinions, and knowledge. ABC model of attitudes is affect (have an effect on), behavior and cognition. Affect refers to the way an individual / consumer feels about an attitude object. Behavior involves the person intention to do something regard to an attitude object an intention does not always result in an actual behavior. Cognitive refers to the beliefs an individual / consumer has about an attitude object. The model emphasizes the interrelationship among knowing, feeling and doing. Consumers attitude towards a product cannot be determined by simply identifying their beliefs about it. Example, a researcher may find that shoppers know a particular camcorder has an 8:1 power zoom lens, auto focus and flying erased head, but such finding do not indicate whether they feel these attributes are good, bad , or irrelevant, or whether they would actually buy the camcorder. All three components of an attitude are important, but their relative importance will vary depending on a consumers level of motivation with regard to the attitude object, whether they are light or heavy users, and so on Attitudes are evaluative statement favorable or unfavorable related to person, object or event. They reflect that how one feel about something. For example if someone says that I like my job. This statement expresses his attitude towards his job. Each and every person has different attitude at different conditions.

There are three components of attitude.(ABC)

Anil B.Malali

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