Conditional Stimulus (1)

7/23/2019 Conditional Stimulus (1)

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CONDITIONED vsUNCONDITIONED STIMULUS

&USING POPULAR SONG IN THE

BACKGROUND TO ADVERTISE A PRODUCTIS A GOOD OR POOR IDEA?


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Jenny drives !e s"#e r$%e $ $r' every d"y( One #$rninr%ns " red ,i)! "nd !is Jenny " " -r$#inen inerse+i$n $n$r#", r$%e( A.er !"* every i#e s!e "--r$"+!es !e inJenny/s !"nds 0e)in $ se" "nd !er !e"r r"+es(

T!e inerse+i$n is " conditioned stimulus.$r Jenny( A +$

si#%,%s is +re"ed !en e ,e"rn $ re"+ $ s$#e!in) 0e"ss$+i"e i i! s$#e!in) e,se( I/s -"r $. !e -sy+!$,$)iclassical conditioning(

Conditioned StimulusDefned


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Unconditioned stimulus defne

Bi,,y never !"d "ny sr$n) .ee,in)s $"rds r%,ers %ni, !e i! !is )r"nd#$!er( 1!enever !e "s 0"d* s!e $%,d 0e"r%,er( Bein) 0e"en #"de !i# very %-se( N$* "s "n "d%,*%-se !enever !e sees " r%,er(

In !is e2"#-,e $. classical conditioning* Bi,,y )es %-se 0e"en( His re"+i$n $ 0ein) 0e"en is n"%r", "nd "%$#"$,d !i# $ .ee, !" "y 3 i is "n unconditioned respons0e"in)* !i+! is !e re"s$n !e !"s !e %n+$ndii$ned res-$unconditioned stimulus* !i+! is si#-,y s$#e!in) !" n"%r",* "%$#"i+ re"+i$n(


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Conditional stimulus

In classical conditioning, the conditioned stimulus is previously neutral stimulus that, after becoming associat

with the unconditioned stimulus, eventually comes to trigger

conditioned response.

For example, suppose that the smell of food is

unconditioned stimulus and a feeling of hunger is t

unconditioned response. Now, imagine that when you smell

your favorite food, you also heard the sound of a whistle.
http://psychology.about.com/od/behavioralpsychology/a/classcond.htmhttp://psychology.about.com/od/uindex/g/unconditioned.htmhttp://psychology.about.com/od/cindex/g/condresp.htmhttp://psychology.about.com/od/uindex/g/uncondstim.htmhttp://psychology.about.com/od/uindex/g/uncondstim.htmhttp://psychology.about.com/od/cindex/g/condresp.htmhttp://psychology.about.com/od/uindex/g/unconditioned.htmhttp://psychology.about.com/od/behavioralpsychology/a/classcond.htm


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Example o conditional stim


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Unconditional stimulus

In classical conditioning, the unconditioned

stimulus (UC! is one that unconditionally,

naturally, and automatically triggers a

response.

For example, when you smell one of your

favorite foods, you may immediately feel very

hungry. In this example, the smell of the food is

the
http://psychology.about.com/od/behavioralpsychology/a/classcond.htmhttp://psychology.about.com/od/behavioralpsychology/a/classcond.htm


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M"4$r y-es $. +$ndii$ned si#

Forward conditioning

Simultaneous conditioning

Backward conditioning

Temporal conditioning


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Forward conditioning

D%rin) .$r"rd +$ndii$nin)* !e $nse $. !e CS ,e"ds !e $nse $. !e U

si)n", !" !e US i,, .$,,$ T$ +$##$n .$r#s $. .$r"rd +$ndii$nin) "re de,"y "nd r"+e +$ndii$

Dela conditioning5 In de,"y +$ndii$nin) !e CS is -resened "nd is $v-resen"i$n $. !e US(

Trace conditioning5 D%rin) r"+e +$ndii$nin) !e CS "nd US d$ n$ $v!e CS 0e)ins "nd ends 0e.$re !e US is -resened( T!e si#%,%s3.ree -e!e trace interval( I #"y ",s$ 0e +",,ed !e conditioning interval( For exasound a buzzer for 5 seconds and then, a second later, pu air into a per

person will blin! "fter several pairings of the buzzer and pu the personsound of the buzzer alone


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Simultaneous conditioning

D%rin) si#%,"ne$%s +$ndii$nin)* !e CS "nd US "re -reseneder#in"ed " !e s"#e i#e(

For example: If you ring a bell and blow a pu of air into a perssame moment, you have accomplished to coincide the $% and

Backward conditioningB"+'"rd +$ndii$nin) $++%rs !en " CS i##edi"e,y .$,,$s "

%s%", +$ndii$nin) -r$+ed%re* in !i+! !e CS -re+edes !e US+$ndii$ned res-$nse )iven $ !e CS ends $ 0e in!i0i$ry( T!!"--ens 0e+"%se !e CS serves "s " si)n", !" !e US !"s end!"n "s " si)n", !" !e US is "0$% $ "--e"r(

For example, a pu of air directed at a person's eye could be fosound of a buzzer!


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Temporal conditioning

In e#-$r", +$ndii$nin) " US is -resened " re)%,"r inerv",s* .$r ins#in%es( C$ndii$nin) is s"id $ !"ve $++%rred !en !e CR ends $ $0e.$re e"+! US( T!is s%))ess !" "ni#",s !"ve " 0i$,$)i+", +,$+' !"" CS( T!is #e!$d !"s ",s$ 0een %sed $ s%dy i#in) "0i,iy in "ni#",


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C$'e9s -$,"r 0e"r "d +"#-"i)n 5


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USING POPULAR SONG IN THEBACKGROUND TO ADVERTISE APRODUCT IS A GOOD OR POOR

IDEA?


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INTRODUCTION

!usic in ad"ertising reers to music integrated in$mass% electronic media ad"ertisements in order to en&ance itsuccess. !usic in ad"ertising a'ects t&e wa "iewers percei"et&e (rand ( di'erent means and on di'erent le"els.

T&e entertainment aspect o music &elps make anad"ertisement more appealing ( adding aest&etic "alue to it.)n ad"ertisement t&at &as &ig& aest&etic "alue will (e a(le to

capture more attention rom t&e audience. From t&is point o"iew* +music need not necessaril maniest an special a,nitwit& a particular product or ser"ice in order to pla an e'ecti"eand useul unction.-


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HISTOR:

T&e idea o music goes (ack to olden times* w&en street "endors &awked t&eirgoods to t&e tune o a melodic c&ant.

)d"ertisements &a"e relied &ea"il on music to get peoples attention* set a creates t&e rig&t (rand image and to sell t&e ad"ertiser/s product.

Earl tele"ision commercials in t&e 0123s* eatured well known classicalmasterpieces as (ackground music.

4n t&e 0153s* c&ildren (ecame a target audience or ad"ertisers6 ad"ertising

c&ildren/s tos during cartoons. 4n t&e 0113s* tele"ision ad"ert (reaks extended to 07802 minutes per an &our

programme.

4n t&e 70stcentur* 9ingles make a come(ack. T&ere are "arious ad"erts w&ic&eature 9ingles in t&e present da. :n t&e tele"ision* ou can &ear t&e 9ingle wt&e ma9orit o ou will &a"e &eard6 +;one8Bunn < in t&e idea mo(ilesad"ertisements.


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USE O; MUSIC IN ADVERTISEMENTS

M%si+ +"n +$nri0%e $ "n e= sr%+%re+$nin%iy

@= Me#$r"0i,iy

= Lyri+", ,"n)%")e

= T"r)ein)

= A%!$riy es"0,is!#en


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E;;ECTS O; USING MUSIC INADVERTISING ON CONSUMER

BEHAVIOUR

P$-%,"r s$n)s +"n inii"e 0$! -$siive "nd ne)"ive e


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POINTS TO BE CONSIDERED

M%si+", +$n)r%iy i! $!er e,e#ens $. !e "dverise#en

C$ns%#er res-$nses $"rds 0"+')r$%nd #%si+ in +"ses $. ,$inv$,ve#en "nd !i)! inv$,ve#en

T"r)e +$ns%#ers #"y !"ve ne)"ive "ss$+i"i$ns i! !e #%si+(

Uns%i"0,e #%si+ +"n !"r# !e 0r"nd9s i#")e

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Conditional Stimulus (1)