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This document summarizes key concepts from classical conditioning experiments. It discusses Pavlov's famous dog experiments and how they demonstrated that neutral stimuli can become associated with innate responses. Later sections discuss how classical conditioning is used in advertising to create false connections between brands and positive emotions. Evidence is presented that some individuals are more inclined to focus on cues rather than rewards in conditioning experiments.
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- 1. Jessica Stockbridge & Amanda Kielman
- 3. • Stimulus 1 • Stimulus 2 Cop car lights Getting a ticket
- 5. • An effective commercial should be able to manipulate the response to a stimulus (like seeing a product's name) which initially does not provoke any feeling. • The objective is to train people to make the "false" connection between positive emotions (e.g. happiness or feeling attractive) and the particular brand of consumer goods being advertised.
- 7. • Fears are learned from classical conditioning • Habits can be broken with counter conditioning. • John Watson later went on to advertising • http://youtu.be/FMnhy GozLyE
- 8. • http://youtu.be/yWTRiI • http://youtu.be/BqE7xw 8NsQA R3NY0
- 9. • Coca-Cola brings joy and • Pepsi geared toward happiness feeling young and 50’s • http://youtu.be/A45sjU iconic style. X7mp0 • http://youtu.be/loeCHd bMhoo
- 11. • The Twist to Ivan Pavlovs Famous Conditioning. • Years ago, when Rutgers University psychologist Arthur Tomie, PhD, was studying classical conditioning in his lab rats, he noticed something strange. • Attraction to cues that signal an imminent reward, while for others, the cue itself holds no special influence.
- 12. • For some rats (the "goal-trackers") the final reward is most important. They run for the food cup as soon as they spot the signaling lever. For others (the "sign-trackers") the cue itself holds the most sway. These are the animals that Tomie saw licking and gnawing on the lever.
- 13. • Dr. Jay A. Gottfried London University • functional M.R.I., has provided a vivid demonstration of the neural processes at work in a simple Pavlovian conditioning experiment. • Like Pavlov's dogs, the subjects in the study were conditioned to associate a neutral stimulus -- in this case, abstract images presented on a computer screen -- with food. One image was paired with the smell of peanut butter, wafted to the subjects' noses through a tube. Another image was paired with the smell of vanilla.
- 14. • images associated with that food no longer drew as strong a response, and the subjects' emotional brain circuits quieted down. But the image associated with whichever food the subjects did not receive continued to elicit faster reaction times and a flurry of chemical activity in the amygdala and other brain areas.
- 15. • McLeod, S. A. (2008). Classical Conditioning. Retrieved from http://www.simplypsychology.org/classical-conditioning.html • Kirsten Weir October 2012, Vol 43, No. 9 http://www.apa.org/monitor/2012/10/temptation.aspx • By Kendra Cherry, About.com Guide, http://psychology.about.com/od/behavioralpsychology/a/classcond.htm • By ERICA GOODE August 26, 2003. Retrived from http://www.nytimes.com/2003/08/26/health/studying-modern-day-pavlov-s-dogs- of-the-human-variety.html?pagewanted=print&src=pm • Watson, J.B. (1913). Psychology as the behaviorist views it. Psychological Review, 20, 158–177 • Watson, J. B. & Rayner, R. (1920). Conditioned emotional reactions. Journal of Experimental Psychology, 3, 1, pp. 1–14. • Watson, J. B. (1924). Behaviorism. New York: People's Institute Publishing Company.
Editor's Notes
- Organisim the assocaiation between two stimuli as a result they learn to antisipate events
- For those who are not familiar with the idea of Classical Conditioning, here is a very brief summary. First we have an unconditioned stimulus, one that produces a response. We pair that unconditional stimulus with a Neutral stimulus, one that does not normally produce a response. After many pairings the Neutral stimulus is presented alone and may elicit the response that the unconditional stimulus produces. Once this occurs, the Neutral stimulus is now known as the Conditioned stimulus.
- The use of Classical Conditioning in advertising and marketing may not be as obvious as the dog and food example, but the same principles apply. Advertisers will display their product (the Neutral stimulus) and will try to associate it with some sort of feeling or emotion (the unconditioned stimulus).
- Alber died at age 6 from hydrocephalus. His real name was Douglas Merritte. He was not decnditioned 2009 questions of where he was brought up questions about watsons experiment. It was unethicle today standers .
- Tomie's model involved a first stimulus that signaled the occurrence of a second stimulus—in this case, a metal lever dropped into the rats' cages, signaling that a food treat was about to appear. The animals quickly learned to connect the signal with the reward, and when the metal lever appeared, many of the rats darted to the corner of the cage where food would be delivered.
- The sign trackers seem to be particularly prone to addiction or other maladaptive behaviors, Robinson says. Rodents that keep their eyes on the lever are much more likely to seek drugs or swallow alcohol from a sipper.A compulsion for cues seems to extend across many types of behaviors. Sign-tracking rats have trouble resisting cues in general, whether they're associated with food or with drugs, such as cocaine. In fact, by identifying sign-trackers using the food-pellet model, Robinson can take rats that have never been exposed to drugs and correctly predict which animals are likely to exhibit drug-seeking behaviors when introduced to cocaine (Biological Psychiatry, 2010)