1. Learning Theories
But not like you and I normally think about learning - there is nothing “inside” 7 7

2. 1. Assumption of Learning Theorists
Attitudes are basically learned (acquired)
The key is the LINK between behavior and the environment
Attitudes can change by relearning - relinking
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3. 2. Classical Conditioning
Pavlov’s dogs
Conditioned Stimulus/Response is linked to Unconditioned Stimulus/Response
ucr cr
ucs
“Bee” cs
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4. 3. Staats & Staats Experiments
Things Paired Repeatedly
Slogan Study
Free Lunch
Unpleasant Odor
Neutral Setting
Shock Study
Word Study
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5. 4. Critique of Staats & Staats
Without people’s awareness
Learned experimenter's wishes (demand characteristics)
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6. 5. Vicarious Classical (Cont’d)
Watch Models
Model in Pain You Experience It
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7. 6. Instrumental Conditioning
Responses become more (or less) likely because of consequences
Assumption - People tend to maximize rewards and minimize negative consequences
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8. 7. Operant Conditioning Process
“Plural Nouns” Study
Doob’s “black box” Idea
S R S R
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9. 8. Observational Learning
Positive Models
Negative Models
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10. 9. Radical Behaviorism No such thing as an “attitude
Our attitudes are determined by what we do
We infer our internal states
Uses backwards reasoning process
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11. Bem
There is now sufficient evidence to suggest that under certain conditions, one of the most effective ways “to change the hearts & minds of men” is to change their behavior.
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12. 10. Critique What about the negative? What about an attitude?
What about thought?
How do we define reward & punishment without a brain?
Isn’t this all too simple?
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