Transcript Classical Conditioning

And here you were thinking that you like FCUK because they make quality
clothing!
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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.
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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?
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Why do we buy ‘brand name’ products?
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ALL of these things are learned through classical
conditioning!
Advertisers are conditioning you to buy their
product!
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The discovery of CC was an accident
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Wanted to study digestion and the role of saliva
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Rerouted saliva ducts to a test tube so measurements
could be taken
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Research ran into trouble when the dogs began to fill their
cheek tubes before the food was presented
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The dogs were learning to anticipate food at the sight of
the lab tech guy
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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…
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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…
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The Unconditioned Stimulus (UCS) - Any stimulus that consistently produces
a particular response. In Pavlov's Exp. UCS = food.
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The Unconditioned Response (UCR) - A response which occurs automatically
when the Unconditioned Stimulus is presented. In Pavlov's experiment. UCR =
Salivation.
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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).
EXAMPLES
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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
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UCS
UCR
NS
CS
CR
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UCS – Walking
UCR – Excitement
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NS – Lead
CS – Lead
CR – Excitement
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UCS – Party / Good times with
friends
UCR – Positive mood
NS – Big red car Song
CS – Big red car Song
CR – Positive mood /good feeling
The dog has learned to
 We learn to associate the song
associate the dog lead with with the good times we had
being taken for a walk
EXAMPLE
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Coke Christmas advertising….
KEY ELEMENTS
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What is coke being paired with?
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What do they want us to feel about
coke?
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UCS
UCR
NS
CS
CR
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UCS – Christmas time
UCR – Feeling good, warm cosy, fun, love
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NS – Coke
CS – Coke
CR – Feeling good, warm, cozy, fun, love
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We learn to associate coke with christmas. Coke
becomes comes meaningful and we are more
likely to purchase it over other drinks
EXAMPLE
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Nike advertising
KEY ELEMENTS
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What is Nike being paired with?
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What do they want us to feel about
Nike?
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UCS
UCR
NS
CS
CR
UCS –Images of attractive, fit, cool, famous,
successful, tough people
 UCR – Desire to achieve status of modes
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NS – Nike
CS – Nike
CR – Desire to achieve status of models /purchase
Nike
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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
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UCS – rebellion, alternative, cool, counter
culture
UCR – feeling unique and hip
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NS – FCUK
CS – FCUK
CR – FCUK making us feel unique and hip
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We learn to associate FCUK with the image of
rebellious cool, we are thus more likely to
purchase FCUK over Target clothing.
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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
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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.”
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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”
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On average people in western countries are
exposed to 3000 advertising messages a day
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
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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
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Chapter summaries
Learning activities 10.2, 10.3
Handouts
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When the UCS is no longer presented along
with the CS
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Eventually the CS becomes meaningless
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CR stops
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Extinction has occurred
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A rest period take place
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When CS reintroduced the CR again appears
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CR is weaker than when first conditioned
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The organism will respond by producing a CR
to stimuli that are similar to the CS
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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
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The organism only responds to the CS and no
other similar stimuli
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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
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Chapter summaries
Learning activities 10.4, 10.5
Ethical? Not really….
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Can fears be learned?
Yep!
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UCS – Loud noise (banging steel bar)
UCR – Fear
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NS – White Rat
CS – White Rat
CR – Fear
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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
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Watsons research would never be allowed
today
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Beneficence – benefits outweigh the risks?
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Informed Consent – alberts mum didn’t know
Debriefing – never happened
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Intense, irrational and persistent fears of specific
objects of situations
 Phobias are complex instances of conditioned
emotional responses (CC)
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UCS – 911 attack on world trade center
UCR – fear
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NS – low flying planes
CS – low flying planes
CR – Fear / anxiety to low flying planes
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The trauma of witnessing the 911 attack has become
associated with low flying planes now this alone
causes fear
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
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Can effect the consolidation of memory –
stimulation better recall, retardation poorer
recall
GRADUATED EXPOSURE
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Attempts to replace fear
response with relaxation
patient taught relaxation
techniques
gradually introduced to
fear inducing stimulus
while practicing relaxation.
FLOODING
FLOODING
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Expose the patient to their
fear straight away
They will panic at first
Soon realise that nothing
bad has happened
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
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UCS – Drug
UCR – Nausea
NS – Alcohol
CS – Alcohol
CR – nausea
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The alcoholic learns to associate alcohol with the drug
induced nausea experience
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Alex is a violent criminal who
undergoes aversion therapy as
part of his sentence for murder
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UCS – Drug
UCR – Nausea
NS – Violence
CS – Violence
CR – Nausea
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Alex learns to associate
violence with the drug induced
nausea thus making him
aversive to violence
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Chapter summaries
Learning activities 10.7, 10.8, 10.9
Handouts
Never ever, ever, ever, ever, ever again!
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Same mechanism as CC
Takes only one pairing
Resistant to extinction
Not often generalised
Most common examples are aversions to
foods
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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
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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
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Rats that were xrayed avoided saccharine flavour at all costs –
they happily drank plain water with a light and noise
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This reminds us that taste and illness are key components in one
trial learning – taste aversions