Classical and Operant Condition in the real world Remember that learning is a change in behaviour that is relatively permanent

Review of Classical Conditioning http://www.youtube.com/watch?v=cP5lCleK-PM http://www.youtube.com/watch?v=xEDxRCa_wfc&NR=1 Caveat for Two and a Half Men: not wanting to promote drinking, but love his last line about the only thing men can control is themselves, right before the bell rings and they all bark (and drink).

Classical Conditioning It is important to remember that classical conditioning is when an automatic response (something we don’t have to learn to do – be afraid, salivate, find pleasure, shiver -all nervous system responses to stimuli) becomes associated or paired with some stimulus in the environment. Now that response IS conditioned to that stimulus Fear response to car backing up Salivate when we hear the microwave bell or popcorn popper Connect the smell of a perfume or cologne to love – after our significant other wears it for a time

Becoming Afraid Getting over it Acquiring Fear –behaviourists say we become frightened because we have been conditioned or learned to be afraid Overcoming Fear If fears can be learned, they can also be unlearned Called exposure therapies See chart in text - p. 7.2 Systematic desensitization - using muscle relaxation techniques with gradual exposure to the fear-provoking object Flooding – exposing patient to the object (i.e., snake) over and over until the fear decreases and goes away

Conditioning attraction Classical conditioning works to train us to be attracted to particular products or fashions Advertisers pair their product to famous people, attractive models, popular songs, cute pets, emotional story-lines http://www.guardian.co.uk/media/video/2008/dec/23/aviva-ad-bruce-willis-elle-macpherson Customers connect the product to the feelings/unconditioned responses they have for the music, model, actor, story-line Assignment: Look through Rolling Stone Magazines – find three effective ads. What makes them so? What is the company hoping the reader will respond to?

Conditioning Aversion (something we DON’T want) Adbusters is doing this with these ads: http://www.adbusters.org/gallery/spoofads/alcohol http://www.adbusters.org/gallery/spoofads/tobacco Conditioning can also create unfavourable attitudes toward something Paired smoking, drinking and drug use with words having negative connotations Alcoholics given a drug that makes them sick to their stomachs when they drink alcohol (mixed results)

Operant Conditioning Remember that this is when an organism learns that their behaviour causes a consequence – their behaviour changes because of what happens after they behave that way Positive Reinforcements (such as affection or money) increase behaviour http://www.youtube.com/watch?v=euINCrDbbD4

Shaping Group activity – answer question 21 on p. 271 (Pick one person to be the recorder; pick another to be the one to keep everyone on track; one more person can be in charge of summarizing what everyone is saying and asking if everyone is clear) First make sure everyone in the group understands the term ‘shaping’. Now come up with a plan to teach a child to clean his room (or a plan to get your parents to let you borrow the car???)  Now read the section on p. 276, “Training Animals” How has operant animal training helped humans?

Research Frontiers, p. 262 Assignment Read, “Improving Well-Being of Cancer Patients” Why would a cancer patient also need psychological help as part of their treatment? How would the treatment work? Read, “Conditioned Allergic and Asthma Reactions Not only allergens can cause allergic reactions – what else can happen? Read over, “Training the Immune System”. We will discuss this one together