Key Psychologists• Ivan Pavlov

Russian physiologist known primarily for his work in classical conditioning.

Key Psychologists

• John B. Watson

Unconditioned Stimulus (UCS)

• A stimulus that invariably causes an organism to responds in a specific way

Unconditioned response (UCR)

• A response that takes place in an organisms whenever an unconditioned stimulus occurs

Pairing

• Presenting the organism with the NS and then the UCS multiple times. NS then becomes CS

Stimulus Generalization

• the transfer of a learned response to different but similar stimulus.

Stimulus Discrimination

• learning to respond to only one stimulus and to inhibit the response to all other stimuli.

• “Give me a dozen healthy infants and allow me to control the environment, and I’ll make them into anything I want.”–John Watson

Spray Bottle Experiment

• Identify the UCS, UCR, NS, CS, CR• Explain how each of these were present in the

experiment (if at all):– Acquisition– Extinction– Spontaneous Recovery– Generalization– Discrimination

How does C.C. affect our lives?• Flooding/Systematic Desensitization – http://www.youtube.com/watch?v=lMZ5o2uruXY

• Drug/Alcohol addictions • Coyotes/Sheep• Bed Wetting– Bell & Pad: A child with a bed-wetting tendency

sleeps on a special pad. When the child starts to urinate, the water content of the urine triggers a bell in the pad that wakes the child up. • US-bellUR-Wake up• CS-pee CR-wake up

Learned Taste Aversions

• When it comes to food being paired with sickness, the conditioning is incredibly strong.

• Even when food and sickness are hours apart.

• Food must be salient (noticeable.)

Advertising/Songs

Using Sex to Sell

Advertisers pair their product with sexual imagery hoping that the product will

become a ‘promising stimulus’ for sexual arousal. Hopefully this connection makes

you grab their product off the self .

Examples of Classical Conditioning

https://www.youtube.com/watch?v=1krJqn3smbI https://www.youtube.com/watc

h?v=GJuDdC8S_TI

Cancer patients and chemotherapy.

• Cancer patients tend to associate the nausea produced by chemotherapy with the hospital setting. – UCS – chemotherapy – UCR – nausea– CS – hospital – CR – nausea

• “Between stimulus and response is a space. In this space lies our freedom to choose our response. In these choices lie our growth and our happiness.” -- Steven Covey in The 7 Habits of Highly Effective

People

Final Review:• Fred has a fluffy down pillow with some of the

down sticking out of the fabric. When he first tries out the pillow, a piece of down tickles his nose and he sneezes. This happens every time he goes to bed. Soon he sneezes every time he lays down on any kind of pillow.– Identify the UCS, UCR, NS, CS, CR– What CC principle does this example illustrate?

Explain.