1. Learning Classical Conditioning

2.  Ivan Pavlov  1849-1936  Russian physician/ neurophysiologist  Nobel Prize in 1904  studied digestive secretions

3. Classical Conditioning  Pavlov’s device for recording salivation

4. Pavlov’s Classic Experiment Before Conditioning During ConditioningAfter Conditioning UCS (food in mouth) Neutral stimulus (tone) No salivation UCR (salivation) Neutral stimulus (tone) UCS (food in mouth) UCR (salivation) CS (tone) CR (salivation)

6. Classical Conditioning  Classical Conditioning  a neutral stimulus that signals an unconditioned stimulus begins to produce a response that anticipates and prepares for the unconditioned stimulus

7. Classical Conditioning  Unconditioned Stimulus (UCS)  stimulus that unconditionally-- automatically and naturally--triggers a response  Unconditioned Response (UCR)  unlearned, naturally occurring response to the unconditioned stimulus  salivation when food is in the mouth

8. Classical Conditioning  Conditioned Stimulus (CS)  originally irrelevant stimulus that, after association with an unconditioned stimulus, comes to trigger a conditioned response  Conditioned Response (CR)  learned response to a previously neutral conditioned stimulus

10. Classical Conditioning  John B. Watson  viewed psychology as objective science  generally agreed-upon consensus today  recommended study of behavior without reference to unobservable mental processes  not universally accepted by all schools of thought today

11. Little Albert

12. Classical Conditioning  Generalization  tendency for stimuli similar to CS to elicit similar responses  Discrimination  in classical conditioning, the learned ability to distinguish between a CS and other stimuli that do not signal a UCS

13. Classical Conditioning  Acquisition  the initial stage in classical conditioning  the phase associating a neutral stimulus with an unconditioned stimulus so that the neutral stimulus comes to elicit a conditioned response

14. Classical Conditioning  Extinction  diminishing of a CR  in classical conditioning, when a UCS does not follow a CS  in operant conditioning, when a response is no longer reinforced

15. Classical Conditioning Strength of CR Pause Acquisition (CS+UCS) Extinction (CS alone) Extinction (CS alone) Spontaneous recovery of CR

16. Classical Conditioning  Spontaneous Recovery  reappearance, after a rest period, of an extinguished CR

17. Current Understanding  Early behaviorists did not consider cognition but...  Conditioning is based upon predictability and expectancy  Conditioning occurs best when the pairing of stimuli is similar to a causal relationship

18. Current Understanding  Early behaviorists believed that any natural response could be conditioned using any neutral stimulus but...  An animals capacity for conditioning is constrained by its biology

19. Current Understanding  Biological Predispositions  A species will learn particular associations that enhance its survival John Garcia

20. Nausea Conditioning in Cancer Patients UCS (drug) UCR (nausea) CS (waiting room) CS (waiting room) CR (nausea) UCS (drug) UCR (nausea)

21. So What?  Classical Conditioning allows animals to adapt to their environment  Animals are extra-responsive to stimuli that announce significant events such as food or pain Conditioning enables animals to develop likes and dislikes that aid survival

22. Applications of Classical Conditioning  Every species tested has developed adaptations through classical conditioning  Psychological Therapy  Animal training and control  Addiction recovery

23.  So where do we see Classical Conditioning every day?  Advertisers link powerful emotions with their products

24. Classical Conditioning in Advertising

25. Hunger

27. Generic Brands rely on Generalization

28. Sex Sells...

33. Sex Sells

34. Freedom

36. Patriotism

39. Patriotism & Hunger?

40. Parental Instincts

43. Spirit of Adventure