1. LEARNING *
A relatively permanent change in behavior or knowledge resulting from experience

2. 1. Classical Conditioning *
Learning by association
A neutral stimulus becomes associated with a stimulus that naturally produces a behavior (e.g. a reflex)
Pavlov Video

3. Defining Terms Unconditioned Stimulus (US)*
Naturally produces unconditioned response *
Unconditioned Response (UR) –reflexive, innate
Neutral stimulus (NS) produces no response.
After pairing US & NS (conditioning), then NS becomes CS (conditioned stimulus *)
CS = learned stimulus
Conditioned stimulus produces conditioned response (CR) = learned response
Student Experiment in Classical Conditioning (video)

4. Terms in Classical Conditioning
Stimulus Generalization * (Watson & Little Albert)
Respond to similar NS as if they were CS.
Stimulus Discrimination *
Learn to respond differently to similar stimuli
Extinction *
Remove US, present CS, response gradually declines
Spontaneous Recovery *
Learned response returns after extinction.

5. Nature and Classical Conditioning
Phobia *
Unreasonable fear causing distress or dysfunction.
Related to evolution – adaptive fears.
What phobia do you have?
How did evolution prepare you to develop this fear?
Taste Aversion *
One trial learning after sickness from food
Do you have a personal experience?
Post Traumatic Stress Disorder *
Strong associative learning with stress/fear.

6. Practical Application: Advertising
Goal = learned association between product and natural, positive feeling (e.g. sexual arousal, nice mood, good taste, relaxation)
Budweiser Ad video
Associations with fear also work
Most successful when:
Little knowledge of products
Little difference between products.
Consumer doesn’t think carefully or critically.

7. 2. Operant Conditioning *
Thorndike’s Law of Effect *
Learning Based on Consequences (video)
B.F. Skinner
Consequences determine frequency of behavior
Reinforcement *
Increases the frequency of behavior
Punishment *
Suppresses behavior
Skinner video

8. Key Concepts Reinforcer * Anything that increases behavior Video
What reinforces you? How does this change over time?
Extinction *
Remove reinforcers, behavior decreases
Discriminative Stimulus *
Cue for availability of reinforcement Video
Generalization *
Treat similar stimuli as discriminative stimulus

9. More Key Concepts Shaping *
Reinforcement for successive approximations to the target behavior Shaping Video
Primary reinforcer *
Natural, biological –e.g. food, water, sleep
Secondary reinforcer *
Learned, social or exchange value

10. Practice Analyzing Operant Conditioning
Watch this video: Clicker Training
What behavior is being shaped?
What is the primary reinforcer?
What is the secondary reinforcer?
What is the role of patience in operant conditioning?
What human behaviors could you shape with operant conditioning?

11. Positive & Negative Reinforcement
Positive reinforcement *
Increases behavior when given
Negative reinforcement *
Increases behavior when removed
Positive and Negative Reinforcement (video)
What will the mother do the next time the child cries?
What do you anticipate will happen if the mother and child continue this pattern?

12. Punishment * Suppresses behavior Possible Problems with Punishment?
What makes punishment more effective?
Consistent, immediate, administered by respected person, appropriate, combined with reinforcement for alternate behavior
Possible Problems with Punishment?
Models aggression
Increases negative emotions: anger, depression, anxiety
Bad feelings towards punishing agent
Possibility of abuse, loss of control
Do not learn how to get what you wanted
Increases negative behaviors – aggression, withdrawal, learned helplessness

13. Learned Helplessness Giving Up (video) Seligman’s research with dogs.
Repeated punishment or failure can lead to learned helplessness.
What happens when a person repeatedly tries to achieve a goal and is punished for trying?
What are some examples of when learned helplessness occurs?

14. Behavior Modification *
Applying the principles of conditioning to change behavior.
Behavior Modification of Preschooler (video)
Outline the steps you would take to get a child to do their chores without complaining.
How would you set up a behavior modification program in a prison?

15. Cognition and Conditioning
Can you be controlled?
How do you respond when you know someone is trying to shape your behavior?
Variables include:
Awareness
Anticipation
Expectations video
Planning, Counter-control
Do you negotiate conditions & consequences for your behavior?

16. 3. Insight and Latent Learning
Mental Combinations (video)
How does this demonstrate insight learning?
Chimpanzee "Insight“ (video)
How is this insight learning more complex?
Give an example of how you learn by putting together ideas.
Tolman – Latent learning and cognitive maps.
Cognitive Map (video)

17. 4. Observational Learning *
Learning by observing the behavior of others.
Bandura's Bobo Doll Experiment (video)
What are the implications for media viewing?
Variables which influence modeling include:
Similarity, proximity, frequency
Personality of viewer, attention
Attractiveness of model, alternate models
List some positive and negative examples of observational learning.