Topic outline
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Online Video 4.1
Classical Conditioning
Our ability to learn means that we can adapt to new situations and deal with changing circumstances throughout our life. This YouTube clip presented by Dr Philip Zimbardo looks at some of original footage of Pavlov's experiments and showcases the discovery of classical conditioning.
The presentation below look's at how Classical Conditioning is applied to our everyday life. It also provides you with a short introduction to the importance of learning theory in the health services field.
Further to what you've learned above, the presentation below looks at some of the additional terminologies that are important in classical conditioning as well some of the advances in our understanding of conditioning.
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Reading 4.1
Learning is a lifelong process, but do we always learn in the same way? The first pages of this chapter examine how we learn. It also mentions some rather interesting studies of learned associations (p 290). This part of the chapter introduces classical conditioning, make sure that you understand the processes and terminology involved before moving on to operant conditioning.
- Myers, D.G., & DeWall, N.C. (2015). Psychology (11 ed.). New York, Worth Publishers, pp. 280-289
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Watch
The Little Albert Experiment was designed to demonstrate that fears are learned and not inherited. Watch the video below and consider how classical conditioning has led to the child's behaviour. I want you to think about the similarities and differences between this experiment and the one above that Pavlov conducted with dogs.
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Activity 4.1: Classical Conditioning Experiment
Now that you have viewed a couple of examples of classical conditioning experiments, I would like you to attempt your own experiment (in a safe, controlled and ethical way).
For this experiment you will need a straw and a friend or family member to be your experimental subject. Then perform the following steps:
- Hold the tip of a drinking straw about an inch from their open eye and count "One, two, three, then quickly blow a small puff of air)into their eye. They will reflexively blink to the air. Repeat for at least six trials, or as many as your subject will tolerate.
- Then count as usual, "One, Two, Three", and act as if you are going to puff. But don't. If the classical conditioning has worked then your subject should blink in anticipation of the puff of air.
Write a brief summary (4-6 sentences) of your experience and identify the UCS (unconditioned stimulus), UCR (unconditioned response), CS (conditioned stimulus), and CR (conditioned response). Post this summary in the forum below and compare it to the experience of others.
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Activity 4.2: Evaluate
Classical conditioning has many real-world applications. Advertisers in particular make extensive use of classical conditioning to sell their products. By repeatedly showing their products in association with an emotion experienced by their viewers, they hope that when viewers later see the brand in a store, they will purchase the product. Commercials for caffeinated products such as energy drinks tend to shoot for heart-pounding action. Commercials for perfumes try to evoke sensuality.
It’s also interesting to note that advertisers often have specific demographics in mind. The emotion a commercial or ad evokes in a 10-year-old boy may be different from the emotion evoked in an 80-year-old woman by that same ad.
Activity: Find an ad for a product you currently own and identify how the advertiser is using classical conditioning. Post the link to the ad on the discussion forum if possible – if not, describe the ad and Identify the UCS, UCR, CS and CR involved.
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