Marina Sangkavichai

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Learning and Conditioning

• Marina Sangkavichai
• Lecture 6

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Classical Conditioning in Ads
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Gucci Fragrance
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Louis Vuitton
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Coach Bags

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What does this symbol stand for?
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A Famous Symbol
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Famous Coffee

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Famous Soda
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MAC Make-up

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Learning

• Aristole summed it up best when he said When
  two things commonly occur together, the
  appearance of one will bring the other to mind.
• What comes to mind with these terms?
• Terrorism, USA, Immigrants, Crime, Good
  neighborhoods, bad neighborhoods.

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Learning

• Learning is a relatively permanent change in
  behavior, knowledge, capability or attitude that
  is acquired through experience and cannot be
  attributed to illness, injury or maturation.
• For example
• If you go out with a certain type of person, it
  doesnt work out, you decide not to go out with
  those types anymore.
• If you cram for an exam at the last minute and
  then receive an F you learn ( hopefully) that
  cramming doesnt work

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Just Recently

• If I eat a peanut butter sandwich before bed time
  and then cant get to sleep, I may attribute the
  insomnia to the peanut butter sandwich
• We form these associations automatically!
• Psychologists say learning is about making
  associations
• Real life examples?

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Learning

• Learning involves reinforcement and responses
• Reinforcement any event that increases the
  probability that a particular response will
  occur. For example, studying ahead of time and
  getting an A (which makes me feel good) will
  increase the probability that Ill do it again.

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Classical Conditioning

• Classical conditioning is about the formation of
  associations between stimuli and responses.
• Aristole summed it up best when he said When
  two things commonly occur together, the
  appearance of one will bring the other to mind.
• An unconditioned stimulus (UCS) is an event,
  object, or substance that naturally evokes a
  response. For example, pizza makes a person
  hungry. Sharks are scary. Steaks makes dogs
  salivate naturally.

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Classical Conditioning

• An unconditioned response (UCR) is the reaction
  to the unconditioned stimulus. These
  unconditioned responses occur NATURALLY.
• For example the unconditioned responses are
  pizza makes a person hungry, sharks are scary

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Classical Conditioning

• A neutral stimulus being paired with the
  unconditioned stimulus will form an association (
  which will elicit a response ) Sample neutral
  stimuli are a doorbell and music.
• Lets form associations!

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Assocations

• The doorbell rings when the pizza delivery person
  arrives/pair the bell and pizza
• The music plays when the shark is approaching (
  Jaws )/pair music and shark
• When doorbell rings (CS) you will get hungry (CR)
• When the music plays (CS) you will feel
  nervous(CR)

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Pavlov and his Dogs

• Russian researcher Ivan Pavlov was studying
  digestion.
• He observed that meat powder made his dog
  salivate.
• He rang a bell ( which of course elicited no
  response from the dog )at first.
• Then he would ring a bell and then place meat
  powder on the dogs tongue which caused the dog to
  salivate.

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Pavlov and his dogs

• Pavlov, continued with this sequence many times,
  bell, meat powder, and dog salivating.Bell, meat
  powder and dog salivating.
• Eventually as conditioning took place, the dog
  began to salivate at the sound of the bell.
• Remember UNCONDITIONED STIMULI and RESPONSES are
  ones you dont have to learn. They are innate!
• CONDITIONED STIMULI and CONDITIONED RESPONSES are
  learned.
• Neutral stimulus produced no responses until
  paired with an unconditioned stimulus ( which
  produced a response)
• What were the UCS, UCR, and CS and CR?
• Water Experiment

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Classical Conditioning

• Acquisition is demonstrated. At first, the word
  can, by itself causes no special response. After
  repeated pairings of the word and the water, the
  word by itself gradually becomes a more likely to
  cause a CONDITIONED REPONSE.
• What was the unconditioned stimulus?
• What was the unconditioned response?
• The conditioned stimulus?
• Video Big Bang Theory

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Ivan Pavlow

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J.B. Watsons Little Albert

• JB Watson proposed that emotions such as fear can
  be conditioned in a human being.
• He conditioned a nine month old orphan (Albert B)
  to be afraid of certain objects.
• At 11 months old, he showed baby Albert several
  objects, like a rat, rabbit and masks. He
  verified that he had no fear of these objects.
• Then he paired these items with a loud noise ( a
  hammer bang against a bar) He paired the rat and
  this loud noise together. The loud noise made
  Albert cry and he grew frightened.
• Pretty soon, Albert developed a fear of the rat
  alone. Paired seven times in one week, rat and
  loud noise. When given the rat, Albert would be
  stricken with fear and try to get away from the
  rat.

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Little Albert
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Conditioning Little Albert

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John B. Watson
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Little Albert Experiment

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Watsons Experiment

• The goal of Watsons experiment was to show that
  behavior is learned and trained into our minds
  and to also show that our behavior did not come
  from the unconscious.
• Unethical study

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Psychology Question

• Describe the phenomenon of classical
  conditioning. What is the significance of
  classical conditioning? Have you been classically
  conditioned to respond to certain objects? Please
  identify the Unconditioned stimulus, the
  Unconditioned response, and the conditioned
  stimulus with the conditioned response?

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Operant Conditioning

• Operant conditioning is used to shape voluntary
  behavior through the use of reinforcers ( to make
  a behavior happen more) and punishment ( to make
  a behavior decrease or disappear).
• Operant conditioning can be used to alter the
  behavior of pets, children, other adults, and
  your own behavior too.

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Examples of Operant Conditioning in everyday life

• Operant conditioning is active!
• Animal trainers use these principals all the
  time. For example, teaching SHAMU to jump through
  hoops. They start real low, placing the hoop at a
  low level and feeds her when shes successful.
  Then they place the hoop higher and higher. Start
  small. Rewards each step she makes.

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Operant Conditioning

• Parents who take away privileges when children
  misbehave. They hope their children will lessen
  this behavior. For example, taking away a childs
  phone privileges after receiving an F grade.

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Shaping

• Animal trainers use shaping. Shaping involves
  gradually molding responses to a final desired
  pattern.
• Mickey the Rat. We want to teach him to press the
  bar. First we get him to face the bar, Any time
  he turn toward the bar we give him food. If he
  takes a step toward the bar we reinforce him with
  food. If he takes a step in the other direction
  he gets nothing. When he walks toward the bar,
  hell get food. His responses are being shaped.

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Shamu and trainers

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Shamus Posing
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Observational Learning

• Observational learning is learning by watching
  and imitating the actions of another person or by
  noting the consequences of the persons actions.
• Watching and imitating!
• Seeing a wrestling move on TV and using it
• Hearing certain phrases on TV and using it
• Imitating what you see on television or movies.

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BOBO DOLL

• Bobo Doll Experiment
• Three groups of children.
• Group 1 Children watch an adult attack a large
  blow up BoBo the clown doll. This adult sat on
  it, kicked it, and punched it.
• Group 2 Children saw a movie of these actions.
• Group 3 Children saw a cartoon version of the
  aggression.

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Bobo Doll Experiment

• Later the children were frustrated by having some
  toys taken away. They were then allowed to play
  with BoBO the clown doll. Most of these children
  imitated the adults attack and some even added
  new moves on their own.
• What can these results tell you?
• Violent video game playing can have an affect on
  you, desensitizing you to violence and acts of
  aggression

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Bobo Doll Experiment

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Amazing Study

• An amazing study in Northwestern Canada took
  place. This part of town did not receive TV
  broadcasts was about to receive TV broadcasting.
  Researchers seized this opportunity to test the
  effects of television on aggressive behavior.
  Researchers carefully tested residents of the
  town just before TV arrived and again 2 years
  later.

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Results of study

• After television was introduced two years later
• Reading development among children declined
• Childrens score on creativity dropped
• Childrens perceptions of sex roles became more
  stereotyped
• There was a significant increase in both verbal
  and physical aggression.
• I wonder what this town did before television
  came? End of lecture