1. Classical Conditioning

2. pavlov's experiment (3:13)
Real World Example...not dull “That was Easy”
Zimbardo? REAL FOOTAGE HERE (3:55)

9. John B. Watson Founder of American Behaviorism early 1900’s
Believed psychology must limit itself to observable, measurable events.
Based his work on Pavlov.
Believed that all behavior is learned
“Little Albert” story *see Little Albert clip (2:36)

10. Advertising and Classical Conditioning
Modern advertising strategies evolved from John Watson's use of conditioning.
The approach is to link an attractive US with a CS (the product being sold) so the consumer will feel positively toward the product just like they do with the US.
US --> CS --> CR/UR
attractive person --> car --> pleasant emotional response

11. Example Advertising
Many beer ads prominently feature attractive young women wearing bikinis.
The young women (Unconditioned Stimulus) naturally elicit a favorable, mildly aroused feeling (Unconditioned Response) in most men.
The beer (conditioned stimulus) is simply associated with this effect.
The same thing applies with the jingles and music that accompany many advertisements.

12. Taste Aversion
The previously neutral stimulus (the food) is paired with an unconditioned stimulus (an illness), which leads to an unconditioned response (feeling sick).
After this one-time pairing, the previously neutral stimulus (the food) is now a conditioned stimulus that elicits a conditioned response (avoiding the food).

13. Famous Experiment-Taste Aversion
A psychologist, John Garcia, fed flavored water (a previously neutral stimulus) to lab rats. Several hours later, the rats were injected with a substance (the UCS) that made them ill. Later, when the rats were offered the flavored water, they refused to drink it.
Think about this experiment. Think of a way that Taste Aversion can help people….see next slide

14. Aversion Therapy
A form of psychological treatment in which the patient is exposed to a stimulus while simultaneously being subjected to some form of discomfort. This conditioning is intended to cause the patient to associate the stimulus with unpleasant sensations in order to stop the specific behavior.
Aversion therapies can take many forms, for example: placing unpleasant-tasting substances on the fingernails to discourage nail-chewing; pairing the use of an emetic (A substance that induces vomiting) with the experience of alcohol; or pairing behavior with electric shocks of various intensities.

15. Generalization
The act of responding in the same way to stimuli that seem to be similar, even if the stimuli are not identical.
Example: Little Albert was afraid of all furry things, not just the rat.

16. Discrimination
The act of responding differently to stimuli that are not similar to each other.
Example: If Little Albert only cried at the rat and not at the stuffed bear.

17. Review
A child who has been frightened by a dog may generalize and stay away from all dogs.
But because of discrimination, the child continues to play with his or her stuffed animals, even the ones that look like dogs.

18. 3 Methods or Therapies of Classically Conditioning people to overcome their phobias. (Phobias are irrational fears)

19. Counterconditioning
A pleasant stimulus is paired repeatedly with a fearful one, counteracting the fear.
Example:
Example: 2 year old Peter was afraid of rabbits. To countercondition this, a rabbit was brought closer and closer to Peter while he was fed cookies and candy. He was nervous, but continued to eat. Eventually, Peter ate the treats and petted the rabbit at the same time. The pleasure of eating the treats cancelled out his fear of the rabbit.

20. Flooding
A person is exposed to the harmless stimulus until fear responses to that stimulus are extinguished.
According to Pavlov, we learn through associations, so if we have a phobia it is because we associate the feared object or stimulus with something negative.
Flooding uses a technique based on Pavlov's classical conditioning that uses exposure…. As the adrenaline and fear response has a time limit, theoretically a person will eventually have to calm down and realize that their phobia is unwarranted. Flooding can be done through the use of virtual reality and is fairly effective.
Examples:
A person with a fear of snakes, may be put in a room with lots of harmless snakes crawling around in the room.
A person with a fear of cars is driven around until they realize that it is an unreasonable fear.
Can you think of any problems with this method of conditioning?

21. Systematic Desensitization
People are taught relaxation techniques.
Then they are exposed gradually to whatever stimulus they fear while they remain relaxed.
Ex. People who fear snakes are shown pictures of snakes while they are relaxed. Once they can view the pictures of snakes without losing the feeling of relaxation, they are shown real snakes from a distance. Then after some more time, the snakes are brought closer....etc.