1. Classical Conditioning
LEARNING
Classical Conditioning

2. PAVLOV’S DOG EXPERIMENT
GOAL: Train the dog to salivate on cue (at the ring of a bell)

4. Classical Conditioning
EACH instance of classical conditioning consists of these parts!
Another word for Condition is
_______________
LEARN

5. 1. Unconditioned Stimulus
NATURALLY
★ A stimulus that _________________ causes an organism to respond in a certain way

6. 2. Unconditioned Response
NATURAL
★ A _________________ response of an organism whenever an unconditioned stimulus occurs

7. 3. Conditioned Stimulus DESIRED REACTION PAVLOV!
★ A stimulus (that was previously neutral) that is paired with an unconditioned stimulus
★ GOAL: Conditioned Stimulus should produce a __________________________ in an organism
DESIRED REACTION
PAVLOV!

8. 4. Conditioned Response DESIRED BEHAVIOR
★ After conditioning, the _________________________________ an organism produces
DESIRED BEHAVIOR

10. Ivan Pavlov's Experiment
SALIVATION
MEASUREMENT
MEAT

11. The Conditioning Process
BEFORE CONDITIONING
BELL
NO RESPONSE
BUT = US
(FOOD) UR
(Salivation) =

12. The Conditioning Process
DURING CONDITIONING CS
(BELL)
followed by US
(Food) +
UR (Salivation) =

13. The Conditioning Process
AFTER CONDITIONING CS
(BELL) CR
(Salivation) =

14. EXAMPLES OF CLASSICAL CONDITIONING IN “REAL LIFE”
US = Woman’s legs posed suggestively
UR = Male Interest (hopefully)
CS = Car
CR = Male Interest (yielding higher sales)

15. Can you think of other examples of classical conditioning in advertising?

16. ASSIGNMENT
Find a magazine or newspaper ad that you believe displays classical conditioning.
Cut out and paste your ad to a sheet of construction paper. On the back of the construction paper, identify the US, UR, CS, and CR
Place your ad on the chalk board for everyone to see