Lesson 6 classical conditioning
-
Upload
coburgpsych -
Category
Technology
-
view
2.509 -
download
2
Transcript of Lesson 6 classical conditioning
![Page 1: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/1.jpg)
Lesson 6: Classical Conditioning
And here you were thinking that you like FCUK because they make quality clothing!
![Page 2: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/2.jpg)
From last lesson….
Explain the difference between developmental plasticity and adaptive plasticity.
![Page 3: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/3.jpg)
From last lesson….
Explanation of the difference should refer to developmental plasticity as primarily involving changes in the brain’s neural structure in response to experience during its growth and development, and adaptive plasticity as primarily involving changes occurring in the brain’s neural structure to enable adjustment to experience, to compensate for lost function and/or to maximise remaining functions in the event of brain damage.
![Page 4: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/4.jpg)
Today’s Lesson
Describe Pavlov’s original
experiments
Describe and apply the key elements of classical conditioning (conditioned stimulus, unconditioned stimulus, conditioned response, unconditioned response, and neutral stimulus)
![Page 5: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/5.jpg)
Classical Conditioning
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.
![Page 6: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/6.jpg)
Classical Conditioning
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?
Why do we buy ‘brand name’ products?
ALL of these things are learned through classical conditioning!
Advertisers are conditioning you to buy their product!
![Page 7: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/7.jpg)
![Page 8: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/8.jpg)
Coke Ad - Happiness
![Page 9: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/9.jpg)
![Page 10: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/10.jpg)
Coke Ad - Xmas
![Page 11: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/11.jpg)
Lynx Ad
![Page 12: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/12.jpg)
![Page 13: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/13.jpg)
Nike Ad
![Page 14: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/14.jpg)
![Page 15: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/15.jpg)
Ivan Pavlov and his dogs
The discovery of CC was an accident
Wanted to study digestion and the role of saliva
Rerouted saliva ducts to a test tube so measurements could be taken
Research ran into trouble when the dogs began to fill their cheek tubes before the food was presented
The dogs were learning to anticipate food at the sight of the lab tech guy
![Page 16: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/16.jpg)
Ivan Pavlov and his dogs
![Page 17: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/17.jpg)
![Page 18: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/18.jpg)
Ivan Pavlov and his dogs
![Page 19: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/19.jpg)
The Main Elements of Classical Conditioning
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…
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…
The Unconditioned Stimulus (UCS) - Any stimulus that consistently
produces a particular response. In Pavlov's Exp. UCS = food.
The Unconditioned Response (UCR) - A response which occurs automatically when the Unconditioned Stimulus is presented. In Pavlov's experiment. UCR = Salivation.
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).
![Page 20: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/20.jpg)
Classical Conditioning examples
UCS – Walking UCR – Excitement
NS – Lead CS – Lead CR – Excitement
The dog has learned to associate the dog lead with being taken for a walk
UCS – Good times with friends
UCR – Positive mood
NS – Song CS – Song CR – Positive mood
We learn to associate the song with the good times we had
![Page 21: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/21.jpg)
UCS – Good looking people, fun, sexy, cool, happiness
UCR – Feeling good / desire to be like this
NS – Coke CS – Coke CR – Feeling Good about coke / desire to buy
coke
We learn to associate coke with positive images. Coke becomes meaningful and we are more likely to purchase it over other drinks
![Page 22: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/22.jpg)
UCS –Images of attractive, fit, cool, famous, successful, tough people
UCR – Desire to achieve status of modes
NS – Nike CS – Nike CR – Desire to achieve status of models /purchase
Nike
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
![Page 23: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/23.jpg)
UCS – rebellion, alternative, cool, counter culture
UCR – feeling unique and hip
NS – FCUK CS – FCUK CR – FCUK making us feel unique and hip
We learn to associate FCUK with the image of rebellious cool, we are thus more likely to purchase FCUK over Target clothing.
![Page 24: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/24.jpg)
Why buy brand names?
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
![Page 25: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/25.jpg)
Why buy brand names?
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.”
![Page 26: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/26.jpg)
Advertising is Classical Conditioning
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”
On average people in western countries are exposed to 9000 advertising messages a day
![Page 27: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/27.jpg)
Classical Conditioning hard wires your brain – fMRI research
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
![Page 28: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/28.jpg)
Which will you buy?
![Page 29: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/29.jpg)
You are what you buy?
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
![Page 30: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/30.jpg)
Elements of Classical Conditioning
![Page 31: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/31.jpg)
Extinction
When the UCS is no longer presented along with the CS
Eventually the CS becomes meaningless
CR stops
![Page 32: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/32.jpg)
Spontaneous Recovery
Extinction has occurred
A rest period take place
When CS reintroduced the CR again appears
CR is weaker than when first conditioned
![Page 33: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/33.jpg)
Stimulus Generalisation
The organism will respond by producing a CR to stimuli that are similar to the CS
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
![Page 34: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/34.jpg)
Stimulus Discrimination
The organism only responds to the CS and no other similar stimuli
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
![Page 35: Lesson 6 classical conditioning](https://reader035.fdocuments.us/reader035/viewer/2022062220/55854df7d8b42a54608b46fb/html5/thumbnails/35.jpg)
Activities
Learning Activity 1 Now it is your turn to condition a dog just like Pavlov did
all those years ago. Go to the following site and have a crack at it! http://nobelprize.org/educational_games/medicine/pavlov/pavlov.html
Learning Activity 2 In groups of 3 create a podcast simulating classical
conditioning. The podcast must include and explain all the key terms. (In red at the start of this wiki).