1. Chapter 9: Conditioning and Learning

2. Outline Classical conditioning Operant conditioning –types of reinforcement –types of reinforcement schedules –role of discriminative Vicarious learning Factors that influence modelling

3. Classical Conditioning Unconditioned Stimuli (national flag) Unconditioned Response (sense of nationalism) Neutral or Conditional Stimulus (candidate) When flag is paired with candidate, he/she elicits a sense of nationalism.

4. Classical Conditioning (continued) No voluntary control Multiple pairing of US and CS Works better for behavioral responses (Pavlovian Dog) than for cognitive/affective responses Can be chained [association can be transferred] Influence behavior by triggering association between conditional and neutral stimulus.

5. Operant Conditioning Altering behavior by associating each behavior with consequences. A positive consequence will increase probability of behavior and negative will decrease. Applicable for voluntary behaviors

6. Reinforcement It refers to the consequences that come with a given behavior. The probability of behavior depends on the consequences of the behavior.

7. Types of Reinforcement Positive -- behavior is followed by a reward or a positive consequence Negative -- behavior followed by the removal of a negative consequence Punishment -- behavior followed by a negative consequence. Extinction -- no consequence

8. Reinforcement Schedules Continuous -- consequence for every time the behavior occurs. Fixed-Ratio -- consequence for every predefined number of times the behavior occurs Variable -- no set pattern

9. Pros and Cons of Different Reinforcement Schedules Continuous is expensive and very effective, but changes expectations. Fixed is less expensive, but less effective. Variable is less effective, but very inexpensive, and not prone to extinction, and does not influence expectations.

10. Shaping Changing behavior using small incremental changes in behavior rather than a single big shift in behavior.

11. Discriminative Stimuli The mere presence or absence of certain stimuli can alter the likelihood of behaviors. This is related to the concept of reinforcement except that it occurs before the behavior. Most promotions are examples of discriminative stimuli.

12. Vicarious Learning Changing one’s own behavior by observing the behavior of others and the consequences that occurred. Known as modeling. Can be used for developing new behaviors, inhibit undesirable behaviors, facilitate known desired behaviors.

13. Factors Influencing Vicarious Learning (Modeling) Models who are attractive, credible, high- status, experts are more effective. Vivid and detailed portrayal of modeled behavior and consequences increases modeling. Perceptive and confident people are able to learn better.