January 8. EQ- What are the major elements of classical conditioning?

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January 8 EQ- What are the major elements of classical conditioning? 1. Vocab, Test Q s, Do Now 2. Elements of CC Chart 3. Review Q s for CC 4. Classical Conditioning in Advertising 5. Operant Conditioning Introduction Table of Contents: 82. Classical Conditioning Elements 83. January 8 84. Watson and Little Albert 85. Classical Conditioning Review 86. Operant Conditioning HW: 1. Find two commercials that are using classical conditioning. Write down the product in the commercial and the feeling/person/activity they are hoping you ll associate with the product. 2. Complete Classical and Operant Questions

Test Questions 1. A sound is often detected by one ear more intensely and a fraction of second earlier than it is detected by the other ear. These cues help individuals determine the a. pitch of the sound wave b. timbre of the sound wave c. absolute threshold for sound perception d. frequency of the sound wave e. location of the source 2. In phase one of a study, a researcher classically conditions a dog to salivate to the ringing of a bell. In the second phase, the researcher pairs a flashing light with the ringing of the bell. After several pairings of the light and the bell, the dog will a. no longer salivate when the bell is rung b. only salivate when the bell is rung c. salivate when the light is flashed d. stop salivating when the light is flashed e. salivate when the researcher comes into the room

Vocabulary Acquisition- first stage of classical conditioning; forming the association between NS and UCS Extinction- breaking the association between the CS and UCS Generalization- tendency to respond to a stimuli similar to the CS Discrimination- being able to distinguish between CS and other things Operant Conditioning- type of learning where a person (animal) learns to associate their own actions with consequences

Do Now Imagine a day at the beach. day at the beach...

Pavlov spent the rest of his life outlining his ideas. He came up with 5 critical terms that together make up classical conditioning. Acquisition Extinction Spontaneous Recovery Generalization Discrimination

Acquisition 5 Elements of Classical Conditioning Extinction Spontaneous Recovery Generalization Discrimination

Acquisition The initial stage of learning. The phase where the neutral stimulus is associated with the UCS so that the neutral stimulus comes to elicit the CR (thus becoming the CS). Does timing matter? The CS should come before the UCS (1/2-1 second) They should be very close together in timing.

Extinction The diminishing of a conditioned response. Will eventually happen when the UCS does not follow the CS. (They will stop associating the tone with the food if the tone is not followed by food repeatedly) Is extinction permanent?

Spontaneous Recovery The reappearance, after a rest period, of an extinguished conditioned response. A real life example. Imagine that you have a significant other and EVERYTIME you are together they have on a particular cologne/perfume. You will think of them and feel lovey each time you spell it. TEN YEARS LATER, you randomly smell that cologne and you all of a sudden are missing that person and feeling lovey towards them.

Generalization The tendency, once a response has been conditioned, for stimuli similar to the CS to elicit similar responses. Ex: A toddler is abused by a man wearing red gloves. Now any time she sees someone in red clothing, she gets scared. A cigarette smoking high school student always smokes after the bell rings for dismissal. Now, anytime they hear a bell their body craves a cigarette.

Discrimination The learned ability to distinguish between a CS and other stimuli that does not signal UCS.

Applied Pavlov s experiment to humans Father of Behaviorism Wanted to show that our emotions and behaviors were just conditioned responses John Watson

Little Albert Experiment 11 month old baby Feared loud noises Watson conditioned him to associate white rats with the loud noise Eventually, he feared the white rat Albert generalized this into a fear of anything white and furry

Classical Conditioning in Advertising Companies want you to make associations between their products and positive emotions/events/activities in your life The goal is that you will subconsciously associate the product with the good feeling Commercials are designed to make you form these subconscious associations Ex: hot guys at the beach drinking sprite; your favorite athlete wearing Nikes, a long lost relative coming back from war drinking Folgers When you see the product at the store, if you have been correctly conditioned, you will start to have these good feelings and will pick their brand over competitors

Some Examples Best Part of Waking Up! Smells Like a Man! What Your Man Could Smell Like Share a Coke! More Than Medication

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