1. Unit 3 Neurobiology & Communication
Higher Human Biology
Unit 3
Neurobiology & Communication
KEY AREA 4: Communication and Social Behaviour

2. Neurobiology & Communication Learning Intentions
KEY AREA 4 – Communication & Social Behaviour
Effect of infant attachment
Effect of communication
Effect of experience
Effect of group behaviour

3. 4a) Infant Attachment
Humans are social animals and the majority live in communities
Members of a group must be able to communicate successfully
Social behaviour involves transmitting and receiving information using signs and signals (e.g. verbal, written and body language)
Effect of infant attachment
The strong emotional tie that develops between the baby and mother is called infant attachment
Early infant attachment is important in laying the foundation for the future of formation of stable relationships
Specific attachment becomes evident between 6 and 9 months

4. 4b) Infant Attachment – Strange Situation
The “Strange Situation”
Research tool used to measure infant attachment
A series of events allows observers to study the behaviour of the baby with the mother, all alone, and with the stranger
Secure attachment
Infants that form secure attachments are more likely to investigate their immediate environment which helps to develop cognitive abilities (problem solving/decision making)
Insecurely attached infants are deprived of normal social contact, affection and cuddling and can often suffer long-lasting ill effects
Responses of detachment - anger or inconsistent responses

5. 4c) Socialisation and learning
Socialisation - gradual modification of developing an individual’s behaviour in order to have an active role within a community
Humans have a long period of dependency on adults which provides time for socialisation and learning to occur and for social competence to develop
A socially competent person has good behavioural, cognitive and emotional skills
Social competence is affected by the method of control adopted by their parents
There are 3 different methods of social competence control: -
1. Authoritarian (unreasonably strict)
2. Authoritative (demanding but not responsive)
3. Permissive (excessively lenient)
Authoritative control generally results in greater social competence than permissive control

6. 4d) Effect of Communication
Communication is the exchange of information, facts, feelings, ideas and opinions between people
Non-verbal communication comes in many forms: -
Smiling at infants
Facial expressions
Eye contact
Physical proximity (“personal space”)
Touching
Verbal communication includes
Language
Spoken words
Written words
Non-verbal communication is important in the formation of relationships between individuals
and it can signal attitudes and emotions as well as
acting as an aid to verbal communication
Verbal communication is used in the transmission of knowledge, development of culture and social evolution
Language uses symbols to represent information and enables it to be organized into categories and hierarchies – thus accelerating learning and intellectual development

7. 4e) Effect of Experience: Practice
Learning is a change in behavior as a result of experience
The repeated use of a motor skill results in a motor pathway being established
e.g. riding a bicycle
Practice improves performance due to creation of motor memory pathways for the particular skill
Human behavior may be learned by observation and imitation
e.g. watching someone using a knife and fork

8. 4f) Effect of Experience: Imitation
Human behaviour is often learned through imitating the behaviour of others
Imitation is more effective is the expert breaks up the demonstration into several small parts and allows the learner to try to repeat what they have seen in each part
Learning by imitation is further promoted if the expert is perceived by the learner as an attractive role model whose status is enhanced by the possession of the skill
Imitation is effective when learning social techniques e.g. tone of voice, sympathetic manner
Human behavior may be learned by observation
and imitation
e.g. observing and imitating someone
using a smart phone, is much easier than reading the manual!

9. 4g) Effect of Experience: Reinforcement
Reinforcement is when behavior patterns that have positive consequences for the individual so are likely to be repeated
e.g. rat pulling lever to get food
Reinforcement is designed to make a person repeat a certain action.
It involves a reward being given when a desired behaviour is shown (e.g. sweets, money, praise.)
This increases the chance that the behaviour will be repeated

10. 4h) Effect of Experience: Shaping
Shaping is when steps taken to get to a desired behaviour are rewarded

11. 4i) Effect of Experience: Extinction
Extinction happens when behaviour patterns are not rewarded and so the behaviour pattern eventually disappears

12. 4j) Effect of Experience: Generalisation
Generalisation is the ability to respond in the same way to many different but related stimuli
Generalisation Example:
A child who has been bitten by a dog fears ALL dogs
Disliking a song by a particular artist and deciding you hate ALL their music

13. 4k) Effect of Experience: Discrimination
Discrimination is the ability to distinguish between different but related stimuli and give different responses
Discrimination Example
A child who has been bitten by a dog only fears large dogs

14. 4l) Effect of Group Behaviour:Social Facilitation
Social facilitation is when there is an increase in performance in due to the presence of others

15. 4m) Effect of Group Behaviour: De-individuation
De-individuation - loss of personal identity in a group leading to diminished restraints on behaviour and an increase in risk-taking
De-individuation is often used to explain the anti-social behavior of some groups which would not be shown by individuals from these groups on their own

16. 4n) Effect of Group Behaviour: Internalisation
Internalisation is the changing of a belief because they listen to the views of others and are persuaded by their argument

17. 4o) Effect of Group Behaviour: Identification
When a person changes a belief to be like someone they respect or admire. There is no conscious thought they person simply adopts it because they identify with the person (e.g. hero-worshipping)

18. Neurobiology & Communication Questions
KEY AREA 4 – Communication & Social behaviour
Testing Your Knowledge Page 282 Q’s 1-4
Testing Your Knowledge Page 288 Q’s 1-4
Testing Your Knowledge Page 297 Q’s 1-5
Testing Your Knowledge Page 302 Q’s 1-3
What You Should Know Page 302 Q’s 1-20
Key Areas 1-4 Neurobiology & Communication
Applying Your Knowledge Page 303 Q1-10
Topic Test
UASP (NAB)