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And here you were thinking that you like FCUK because they make quality clothing!. Classical Conditioning. Classical Conditioning. A simple form of learning, which occurs through repeated association of two (or more) different stimuli - PowerPoint PPT Presentation
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Classical Conditioning
And here you were thinking that you like FCUK because they make quality clothing!
Classical Conditioning
A simple form of learning, which occurs through repeated association of two (or more) different stimuli
Learning is said to have occurred when a particular stimulus consistently produces a response that it did not previously elicit
Learn to associate two events, stimuli, eventually, one stands for the other in our minds.
Classical Conditioning
How does your dog know its time for a walk? Why do certain songs have meaning to
different people? Why do people have phobias? Why cant I ever, ever, ever eat that again?
Why do we buy ‘brand name’ products?
ALL of these things are learned through classical conditioning!
Advertisers are conditioning you to buy their product!
Ivan Pavlov and his dogs
The discovery of CC was an accident
Wanted to study digestion and the role of saliva
Rerouted saliva ducts to a test tube so measurements could be taken
Research ran into trouble when the dogs began to fill their cheek tubes before the food was presented
The dogs were learning to anticipate food at the sight of the lab tech guy
Ivan Pavlov and his dogs
Ivan Pavlov and his dogs
The Main Elements of Classical Conditioning
The Neutral Stimulus (NS) - the name given to the conditioned stimulus before it becomes conditioned. In Pavlov's experiment NS = Bell or Lab technician etc…
The Condoned Stimulus (CS) - the stimulus which is neutral at the start of conditioning. It wouldn't normally produce the Unconditioned response (UCR), but does so eventually because of its association with the Unconditioned Stimulus (UCS). CS = Bell or Lab technician etc…
The Unconditioned Stimulus (UCS) - Any stimulus that consistently
produces a particular response. In Pavlov's Exp. UCS = food.
The Unconditioned Response (UCR) - A response which occurs automatically when the Unconditioned Stimulus is presented. In Pavlov's experiment. UCR = Salivation.
The Continued Response (CR) - the behaviours which is identical to the UCR but is caused by the CS after conditioning. In Pavlov's expt. CR = Salivation in response to the Bell (CS).
Have a go….
EXAMPLES
Jims dog gets excited when it sees him pick up the lead to go for a walk
When Guppy went to her friends party she had a great time. At the party the wiggles hit ‘big red car’ was played a number of times. Now when Guppy hears this song she gets a good feeling.
KEY ELEMENTS
UCS UCR
NS CS CR
Classical Conditioning answers
UCS – Walking UCR – Excitement
NS – Lead CS – Lead CR – Excitement
The dog has learned to associate the dog lead with being taken for a walk
UCS – Party / Good times with friends
UCR – Positive mood
NS – Big red car Song CS – Big red car Song CR – Positive mood /good
feeling
We learn to associate the song with the good times we had
Have a go…. Coke
EXAMPLE
Coke Christmas advertising….
What is coke being paired with?
What do they want us to feel about coke?
KEY ELEMENTS
UCS UCR
NS CS CR
UCS – Christmas time UCR – Feeling good, warm cosy, fun, love
NS – Coke CS – Coke CR – Feeling good, warm, cozy, fun, love
We learn to associate coke with christmas. Coke becomes comes meaningful and we are more likely to purchase it over other drinks
Have a go…. Nike
EXAMPLE
Nike advertising
What is Nike being paired with?
What do they want us to feel about Nike?
KEY ELEMENTS
UCS UCR
NS CS CR
UCS –Images of attractive, fit, cool, famous, successful, tough people
UCR – Desire to achieve status of modes
NS – Nike CS – Nike CR – Desire to achieve status of models /purchase
Nike
We learn to associate Nike with being fit, cool, fun, high status, successful thus we are more likely to purchase Nike over Big W brand because we do not associate Big W with any of these ideas
UCS – rebellion, alternative, cool, counter culture
UCR – feeling unique and hip
NS – FCUK CS – FCUK CR – FCUK making us feel unique and hip
We learn to associate FCUK with the image of rebellious cool, we are thus more likely to purchase FCUK over Target clothing.
Why buy brand names?
Because we are conditioned to see tangible value that is not there!
Physically the products are often made from the same materials, sometimes even in the same factory (footwear and clothing especially)
The value we perceive is emotional! Advertising adds emotional value to
a product
Why buy brand names?
Coles-Myer executive quoted in response to an official enquiry – “non-branded footwear often incorporates the same or similar methods of construction, technology and components/materials. Moreover it is often sourced from the same factory as branded footwear. The commercial reality is that without a brand the consumer perceives no value that warrants a premium price.”
Advertising is Classical Conditioning
Advertising executive – “If you think about what Pavlov did, he actually took a neutral object and, by associating it with a meaningful object, made it a symbol of something else, he imbued it with imagery, he gave it added value, and isn’t that what we try and do in modern advertising”
On average people in western countries are exposed to 3000 advertising messages a day
Classical Conditioning hard wires your brain – fMRI research
When subjects drank un branded cola only the taste sensing parts of the brain become active
When subjects could see coke labelling the hippocampus (memory) and parts of the frontal lobe (emotions etc) also became active
Recognition and positive reaction to Coke has been hard wired into the brain
Which will you buy?
You are what you buy?
Nearly half of the worlds 8 – 12 year olds say that the clothes and brands they wear describe who they are!
Advertising to children aims to create hard wired ‘brand loyalty’
If they get you young enough they can ensure that your brain becomes wired to prefer their product
You then continue to purchase their product out of habit
Things to do
Chapter summaries Learning activities 10.2, 10.3 Handouts
Elements of Classical Conditioning
Extinction
When the UCS is no longer presented along with the CS
Eventually the CS becomes meaningless
CR stops
Spontaneous Recovery
Extinction has occurred
A rest period take place
When CS reintroduced the CR again appears
CR is weaker than when first conditioned
Stimulus Generalisation
The organism will respond by producing a CR to stimuli that are similar to the CS
Eg. Dogs in Pavlovs experiment would salivate to a bell, a chime, an alarm clock etc.
Eg. A child who was bitten by a dog now fears all dogs not just pit bull terriers
Stimulus Discrimination
The organism only responds to the CS and no other similar stimuli
Eg. Your dog gets excited when you put your Nike runners on, not any other white shoes
Eg. Consumers only by coke, not any cola in red and white packaging
EG. You only buy billabong, not the rip off surfalong brand
Things to do
Chapter summaries Learning activities 10.4, 10.5
Classical Conditioning Applications
Ethical? Not really….
Watsons’ Little Albert Experiment
Can fears be learned? Yep!
Watsons’ Little Albert Experiment
UCS – Loud noise (banging steel bar) UCR – Fear
NS – White Rat CS – White Rat CR – Fear
Through repeated association (paring) of the loud noise and the white rat, little Albert learns to fear the white rat.
The Rat becomes a signifier for the fear producing loud noise
Watsons’ Little Albert Experiment – Ethics Nightmare
Watsons research would never be allowed today
Beneficence – benefits outweigh the risks?
Informed Consent – alberts mum didn’t know
Debriefing – never happened
Phobias – fears learned through CC Intense, irrational and persistent fears of specific
objects of situations Phobias are complex instances of conditioned
emotional responses (CC)
UCS – 911 attack on world trade center UCR – fear
NS – low flying planes CS – low flying planes CR – Fear / anxiety to low flying planes
The trauma of witnessing the 911 attack has become associated with low flying planes now this alone causes fear
The role of the amygdala
Research shows that damage to the amygdala impairs both the acquisition and expression of a conditioned fear response
Amygdala involved in regulation of the fear response
Amygdala involved in learning the emotional significance of an event / memory
Can effect the consolidation of memory – stimulation better recall, retardation poorer recall
Treating Phobias and FearsGRADUATED EXPOSURE Attempts to replace
fear response with relaxation
patient taught relaxation techniques
gradually introduced to fear inducing stimulus while practicing relaxation.
FLOODING
Treating Phobias and Fears
FLOODING
Expose the patient to their fear straight away
They will panic at first
Soon realise that nothing bad has happened
Aversion Therapy
Aversion is a complete dislike for something. Aversion therapy is a form of behaviour therapy that applies classical conditioning principles to reduce or stop unwanted behaviour by associating it with unpleasant stimulus.
Sometimes used to treat alcohol abuse or smoking
UCS – Drug UCR – Nausea NS – Alcohol CS – Alcohol CR – nausea
The alcoholic learns to associate alcohol with the drug induced nausea experience
A Clockwork Orange
Alex is a violent criminal who undergoes aversion therapy as part of his sentence for murder
UCS – Drug UCR – Nausea NS – Violence CS – Violence CR – Nausea
Alex learns to associate violence with the drug induced nausea thus making him aversive to violence
Chapter summaries Learning activities 10.7, 10.8, 10.9 Handouts
One Trial Learning – Taste aversions
Never ever, ever, ever, ever, ever again!
One trial Learning - Taste Aversions
Same mechanism as CC Takes only one pairing Resistant to extinction Not often generalised Most common examples are
aversions to foods
Garcias research – taste is important
Ucs – electric shock, xray Ucr – pain ,sickness Ns – saccharine flavour water, light, clicking Cs – saccharine flavour water , light, clicking Cr – not drinking saccharine flavoured water
When later given the chance to drink rats that were shocked only avoided the water when it was paired with the light and noise – they happily drank the sachharine flavour if no lights or noises present
Rats that were xrayed avoided saccharine flavour at all costs – they happily drank plain water with a light and noise
This reminds us that taste and illness are key components in one trial learning – taste aversions