1. Classical Conditioning
First Hour – How is behaviour altered by classical
conditioning?
Paradigms of classical conditioning
Pavlov’s Dog
Advertising and classical conditioning
Optimal presentation of the CS and the US
Extensions of classical conditioning
Aversive vs. appetitive conditioning
Conditioning and extinction
Generalization and discrimination

2. Classical Conditioning
Classical conditioning is the learning process
in which an originally neutral stimulus
becomes associated with a reflexive physiological
response that the stimulus did not originally
produce.

3. 1. Pre-conditioning Trials:
tone CS ?
(orientation response)
food US UR
salivation
2. Conditioning Trials
3. Post-conditioning Trials:
tone CS CR
salivation 1 2
food US UR
salivation

4. 1. Pre-conditioning Trials:
Virginia Slims CS ?
(orientation response)
Desirable personality US UR
“I feel good
about myself”
Conditioning Trials - Seeing the ad many times
3. Post-conditioning Trials:
Virginia Slims CS CR
“I feel good about
myself”
Desirable Personality UR
“I feel good
about myself” US

5. Time Simultaneous CS Forward CS Trace CS Backward CS US Temporal CS
Presentation of the CS (tone) and the US (shock)
Simultaneous CS
Forward CS
Trace CS
Backward CS US
Temporal CS
Time

6. Aversive vs. Appetitive conditioning
Aversive conditioning:
(for example fear conditioning)
tone CS CR
heart rate change, etc. US
shock UR
Appetitive conditioning:
(for example salivary conditioning)
tone CS CR
salivation
food US UR

7. Conditioning and extinction
CS + US
(acquisition)
CS alone
(extinction) 15 30 45 60 75 90
100
Trials
CR strength
appetitive
(intensely) aversive

8. Post-conditioning tests for generalization
Original CS 15 30 45 60 75 90
100
Stimulus change from original CS
CR strength
Stimulus Generalization Gradients
appetitive
(intensely) aversive

9. Classical conditioning involves involuntary, reflexive behaviours that are elicited from the organism.
These behaviours are familiar behaviours – performed in response to a previously neutral stimulus.