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成大 EMBA『組織行為』作業報告
There examples of classical, operant conditionings and social learning
授課教授：徐強教授
報告人：成大 EMBA98 級林啟禎
作業指定日期： 20061030
CLASSICAL CONDITIONING

Consider a hungry dog that sees a bowl of food. Something like this might happen:
Food ---> Salivation (Unconditioned Stimulus ---> Unconditioned Response)
The dog is hungry, the dog sees the food, the dog salivates. This is a natural sequence of
events, an unconscious, uncontrolled, and unlearned relationship. See the food, then salivate.
Now, because we are humans who have an insatiable curiosity, we experiment. When
we present the food to the hungry dog (and before the dog salivates), we ring a bell
(Conditioning Stimulus). Thus,
Bell with Food ---> Salivation (Conditioned Stimulus with Unconditioned Stimulus --->
Conditioned Response= Unconditioned Response)
We repeat this action (food and bell given simultaneously) at several meals. Every time
the dog sees the food, the dog also hears the bell. Ding-dong, Alpo.
Now, because we are humans who like to play tricks on our pets, we do another
experiment. We ring the bell (Ding-dong), but we don't show any food. What does the dog do?
Right,
Bell ---> Salivate (Conditioned Stimulus ---> Conditioned Response)
The bell elicits the same response the sight of the food gets. Over repeated trials, the dog
has learned to associate the bell with the food and now the bell has the power to produce the
same response as the food. (And, of course, after you've tricked your dog into drooling and
acting even more stupidly than usual, you must give it a special treat.)

看到藍色就想起黨產條例立法。

每天早上都想喝咖啡。

坐公車都想看報紙。
US --->UR 國民黨-黨產條例
CS with US --->UR=CR 藍色 with -國民黨黨產條例
CS --->CR 藍色-黨產條例
US --->UR 精神不濟-喝咖啡提神
CS with US --->UR=CR 早上睡醒 with -精神不濟喝咖啡提神
CS --->CR 早上-喝咖啡
US --->UR 無聊時間-想看報紙
CS with US --->UR=CR 坐公車 with -無聊時間想看報紙
CS --->CR 坐公車-想看報紙
OPERANT CONDITIONING
Positive
Stimulus
Outcome of Conditioning
Increase Behavior
Decrease Behavior
Positive
Response Cost
Reinforcement
(remove
stimulus)
(add stimulus)
Negative
Punishment
Reinforcement
(add
stimulus)
(remove stimulus)
There are 4 major techniques or methods used in operant conditioning. They
result from combining the two major purposes of operant conditioning (increasing or
decreasing the probability that a specific behavior will occur in the future), the types
of stimuli used (positive/pleasant or negative/aversive), and the action taken (adding
or removing the stimulus).
 Billy likes to campout in the backyard. He camped-out on every Friday during the
month of June. The last time he camped out, some older kids snuck up to his tent
Negative
Stimulus



while he was sleeping and threw a bucket of cold water on him. Billy has not
camped-out for three weeks.
l. What behavior was changed? camping-out
2. Was the behavior strengthened or weakened? weakened (eliminate positive and
negative reinforcement)
3. What was the consequence? having water thrown on him
4. Was the consequence added or subtracted? added
小華有時候會跟媽媽去瑞復安養中心作義工，有一次因此被學校表揚，因
此他更積極地要求跟媽媽去瑞復安養中心作義工。
l. What behavior was changed? 去瑞復安養中心作義工
2. Was the behavior strengthened or weakened? strengthened
3. What was the consequence? 被學校表揚
4. Was the consequence added or subtracted? added
王先生喜歡喝酒並酒後開車，有次被警察攔檢罰了一萬二，心疼之下以後
就很少喝酒並酒後開車了。
l. What behavior was changed? 喝酒並酒後開車
2. Was the behavior strengthened or weakened? weakened
3. What was the consequence? 被警察攔檢罰了一萬二
4. Was the consequence added or subtracted? Added
李先生喜歡批評太太的廚藝，有次太太生氣了便連續一個月不開伙，李先
生以後就很少批評太太的廚藝了。
l. What behavior was changed? 批評太太的廚藝
2. Was the behavior strengthened or weakened? weakened
3. What was the consequence? 太太生氣了便連續一個月不開伙
4. Was the consequence added or subtracted? subtracted
SOCIAL LEARNING
The social learning theory of Bandura emphasizes the importance of observing and modeling the
behaviors, attitudes, and emotional reactions of others. Bandura (1977) states: "Learning would be
exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their
own actions to inform them what to do. Fortunately, most human behavior is learned observationally
through modeling: from observing others one forms an idea of how new behaviors are performed, and
on later occasions this coded information serves as a guide for action.". The component processes
underlying observational learning are: (1) Attention, including modeled events (distinctiveness,
affective valence, complexity, prevalence, functional value) and observer characteristics (sensory
capacities, arousal level, perceptual set, past reinforcement), (2) Retention, including symbolic coding,
cognitive organization, symbolic rehearsal, motor rehearsal), (3) Motor Reproduction, including
physical capabilities, self-observation of reproduction, accuracy of feedback, and (4) Motivation,
including external, vicarious and self reinforcement.

The most common (and pervasive) examples of social learning situations are television commercials.
Commercials suggest that drinking a certain beverage or using a particular hair shampoo will make us
popular and win the admiration of attractive people. Depending upon the component processes involved
(such as attention or motivation), we may model the behavior shown in the commercial and buy the product
being advertised.
Principles:
1. The highest level of observational learning is achieved by first organizing and rehearsing the modeled
behavior symbolically and then enacting it overtly. Coding modeled behavior into words, labels or images
results in better retention than simply observing.
2. Individuals are more likely to adopt a modeled behavior if it results in outcomes they value.
3. Individuals are more likely to adopt a modeled behavior if the model is similar to the observer and has
admired status and the behavior has functional value.
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台灣留學生在美國開始看職業運動比賽轉播（NBA, ML baseball and
American Football）並在學校與同學討論前一天戰情。
電視廣告一個孝順的女兒為父母買了威寶 3G 手機，並且在健身房運動時仍
與父母連線看到富士山，使想當孝子的子女忍不住想買。
每年大專聯考放榜時報紙都大肆報導各高中醫學系錄取率並專訪學生，讓
各高中學校與家長忍不住把功課好的高中生連哄帶騙去考醫學系。