Download No. 2: Learning in Advertising

1. Write the four ethical principles that must be followed when doing research with
people. (4pts)
2. Decide if the following research ideas would be approved or not. If they would not be
approved identify which of the ethical principles are being violated. If you think they
would be approved explain what will need to be done to ensure the ethical principles are
being followed. (10 pts)
1. Conduct a survey that asks parents their opinion of sex education in schools.
2. Use students' test scores and grade-point averages to predict success in future
scholastic endeavors.
3. Randomly assign some but not all minority students to an experimental program
that is designed to help improve graduation rates.
4. Conduct a survey in which high school students are asked if they have ever
contemplated suicide.
5. With the parents' permission but without the children's awareness, videotape
nursery school children playing games of "pretend."
6. Children participating in a study hear a tape of a classmate crying for help in an
adjoining room.
7. Middle school students are told they are taking a survey about the effects of
advertising when the study is really about self-esteem.
8. In a study of body image among preadolescents, the researcher learns that one of
the participants may have an eating disorder.
9. A study of children's concepts of death and serious illness is conducted.
10. The experimental design requires first-graders to do number problems for one
hour.
3. To
discover learning in our everyday lives, read the following story of Sam and
Gufla, an alien. You will find many of the basic learning principles in the plot.
Afterward, answer the questions using the list of terms at the end of the exercise.
Answers may be used more than once.
One day while playing in the park, Sam met someone he thought was a boy his own age. Thinking the boy
was human, Sam began a conversation. Even though the stranger spoke perfect English, Sam soon
realized that he was from another planet and had landed here by accident. Eight-year-old Sam was more
curious than afraid and invited the alien home for dinner.
The trip home was eventful. Sam, worried about being late, decided to take a shortcut that one of his pals
had told him about earlier. As the two boys entered a backyard, a snarling German shepherd charged them.
Sam quickly figured out that the dog's chain could not reach to the fence. He and the alien, whom he had
named Gufla, ran along the fence until they were out of the yard. After slowing down and catching his
breath, Sam realized that he would have to tell Gufla a few things about the family and how to behave so
that Sam's mother would not suspect anything. Most important, Sam knew that he could not share his
discovery with his sister, who would tell his mother. Gufla asked Sam what eating felt like. How would he
recognize food? Sam replied that anything that smelled good was edible. Gufla promptly picked a rose from
a garden they were passing and ate it. Sam laughed, but Gufla was holding his stomach because the rose,
which had fertilizer on it, made him feel ill. Gufla vowed never to go near a rose again.
Sam told Gufla that anytime Sam nodded his head, Gufla could eat whatever his fork was touching. Anytime
Sam shook his head, Gufla was not to eat whatever his fork was touching. Sam tried to explain that food, not
napkins or salt and pepper shakers, tastes good, which is a pleasant feeling. By the time they reached
Sam's driveway, Sam realized that there was not enough time to teach Gufla all the behaviors he would
need to know, so Sam told Gufla to imitate Sam's behavior whenever he felt confused. Sam said that since it
was Friday night, his mother might let them stay up and watch the late-night horror movie, a special treat, if
all went well.
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
Primary
Secondary
Avoidance conditioning
Escape conditioning
Punishment
Positive reinforcer
Taste aversion
Discriminative stimulus
Observational learning
Cognitive map
Latent learning
1. Sam's mother had probably successfully used _______________ to decrease his tardiness.
2. Sam was using a _______________ _______________ to follow a shortcut home. This was also a case
of _______________ _______________ since Sam had never taken this shortcut before, even though he
had known about it before that day.
3. Sam decided not to tell his sister about his find. This illustrates _______________ _______________.
Sam did not want his sister to tell his mother about Gufla.
4. Gufla became ill after eating the rose, probably because it had fertilizer on it. This is an example of
learning a _______________ _______________.
5. Gufla knew that the direction in which Sam moved his head would be a _______________
_______________ because this would let Gufla know if what he put in his mouth (the behavior) would taste
good or bad. Good food in this case is a _______________ _______________.
6. Gufla will watch and imitate what Sam does even though he won't really understand why he is doing it or if
it will bring him any sort of pleasure. This is an example of _______________ _______________.
7. Sam and Gufla may be allowed to watch a late-night movie if they behave well at dinner. This illustrates
the use of a _______________ _______________.
No. 3: Teaching an Alien
1. Punishment. Sam has decreased his behavior of being late for dinner. Punishment decreases the
occurrence of the behavior it follows. When Sam was late, he was probably punished. (see
Punishment)
2. Cognitive map; latent learning. Sam learned a shortcut by representing the information in his
mind in the form of a map. We know that he learned the shortcut before he demonstrated his
knowledge of it. (see Latent Learning and Cognitive Maps)
3. Avoidance conditioning. Sam learned to avoid having his sister inform his mother of his doings
by simply not telling her what he did. (see Escape and Avoidance Conditioning)
4. Taste aversion. Gufla learned that roses (CS) predict the presence of fertilizer (UCS). Fertilizer
causes stomachaches (CR). Gufla will stay away from (CR) all roses (CS) in the future. (see
Biopreparedness)
5. Discriminative stimulus; primary positive reinforcer. The direction in which Sam nodded his
head would be a discriminative stimulus, or signal, that would let Gufla know when to make
a response (eating whatever his fork touched) in order to receive the reinforcement of eating
food. Food is a pleasant stimulus and basic to survival. Therefore, it is a primary
4. Television spot, thirty seconds. Scene: Mother checking on sleeping child. Mother speaks very quietly.
Mother: Jennifer went to the doctor today to get the stitches taken out of her knee. Before we went to the
Stone Clinic, just mentioning the word doctor made her cry for fear of getting a shot. But the doctors and
nurses at the Stone Clinic understand a child's needs; they're gentle, soothing, kind, and thoughtful. That
makes Jennifer happy. I know that the Stone Clinic staff are experts in their fields, and as a mother (mother
looks lovingly at Jennifer) that makes me very happy. (Mother leans over, smoothes Jennifer's hair, kisses
her on the forehead, and tiptoes out of room.)
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Instrumental
Positive reinforcement
Negative reinforcement
Punishment
Classical
Conditioned stimulus
Conditioned response
Unconditioned stimulus
Unconditioned response
Extinction
1. This is an example of _______________ conditioning.
2. The doctors are a(n) _______________ _______________.
3. Jennifer's old fear of doctors is a(n) _______________ _______________.
4. What conditioning process caused Jennifer to lose her fear of doctors? _______________
No. 2: Learning in Advertising
1. Classical. Jennifer has learned that one stimulus (the doctor) predicts another (activities that
cause pain). (see Pavlov’s Discovery)
2. Conditioned stimulus. Jennifer was not always afraid of doctors; originally they were a neutral
stimulus. When neutral stimuli begin to predict the presence of another stimulus, such as an
injection, they become conditioned stimuli. (see Pavlov’s Discovery)
3. Conditioned response. Since Jennifer had to learn to be afraid of doctors, this is a conditioned
(or learned) response. (see Pavlov’s Discovery)
4. Extinction. The association between the CS (doctors) and the UCS (activities
that cause pain) has been eliminated or at least greatly diminished. The CR
(fear of doctors) has also been eliminated. (see Pavlov’s Disco
positive reinforcer. (see Operants and Reinforcers; see also Secondary Reinforcement; see also
Discriminative Stimuli and Stimulus Control)
6. Observational learning. Gufla will attend to what Sam is doing, retain the information, and
reproduce it because Sam has told him to. Gufla is not performing each specific behavior to
obtain a reward. (see Observational Learning: Learning by Imitation)
7. Secondary positive reinforcer. Watching a movie, although not basic to survival, is a pleasant
stimulus. Therefore, this is an example of secondary positive reinforcement. (see Operants
and Reinforcers; see also Secondary Reinforcement)
5. As a study aid for her final exam in a research methods course, Susan has made note cards listing the
steps to be followed for conducting an experiment and descriptive research. Sitting down to study, she
knocked the cards to the floor and they scattered. Your job is to put the cards back in order. Ignore those
cards that don't describe the steps in an experiment.
a.
Create an operational definition, if needed.
b.
Measure the dependent variable.
c.
Observe subjects in their natural environment.
d.
Calculate a correlation coefficient.
e.
Identify the independent and dependent variables.
f.
Compare the measures of the dependent variables between the two groups of subjects.
g.
Manipulate the independent variable.
h.
Administer a questionnaire.
i.
Assign subjects randomly between two groups.
j.
Form a hypothesis based on previous descriptive and/or correlational data.
k.
Use statistics to determine statistical significance.
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Study examining if TV. violence increases aggression in children.
Study predicting that alcohol drinking will decrease people's reaction time while driving.
Study examining if perspective taking improves with age.
Study predicting that high school sports build character.
How do changes in work space affect employee reaction?
Study predicting that pedestrians will walk faster on hot days versus cold days.
Are younger siblings treated better by their parents than older siblings?
Psychology is defined as the science of:
a. sensation and perception.
b. experience and mental illness.
c. culture and group dynamics.
d. behavior and mental processes.
Who is considered the "father of psychology" by his establishment of the first
psychology lab?
a. Wilhelm Wundt
b. William James
c. Sigmund Freud
d. E. B. Tichener
William James:
a. was the first American psychologist.
b. wrote the first psychology textbook.
c. believed psychology should study the functions of consciousness.
d. all of the above.
Which of the following is considered the founder of the psychodynamic perspective in
psychology?
a. Wilhelm Wundt
b. William James
c. Sigmund Freud
d. E. B. Tichener
The behaviorists believed:
a. psychology should emphasize the study of healthy people.
b. psychology should only study observable and objectively described acts.
c. psychology should study the self examination of inner ideas and experiences.
d. all of the above.
Who established the first psychology lab in the United States?
a. G. Stanley Hall
b. William James
c. Francis Cecil Sumner
d. Mary Whiton Calkins
Sue believes the field of psychology should study various methods of problem
solving, how people memorize facts, and what changes our thinking structure. Sue
would be described as coming from which perspective of psychology?
a. social-cultural
b. behavioral
c. humanistic
d. cognitive
Jim, in his approach to psychology, stresses that individuals continually strive to
reach their full potential. Jim would be described as coming from which perspective
of psychology?
a. social-cultural
b. behavioral
c. humanistic
d. cognitive
Positive psychology says that the field of psychology should emphasize:
a. the curing of mental illness.
b. making life more productive and fulfilling.
c. self-report reflections over the scientific method.
d. how evolution has changed human behavior.
Jim is a researcher for a local business. He believes that research should be "problem
centered" in that it tries to solve specific problems in the world. Jim is an advocate
of:
a. applied research.
b. self-report research.
c. behavioral research.
d. basic research.
Amber is researching possible causes of suicide. For each committed suicide in the
county, Amber does an in-depth study of the person's life and behaviors prior to
their suicide. Amber is conducting what type of study?
a. naturalistic observation
b. correlational study
c. cross sectional study
d. case study
A correlation indicates:
a. the degree to which one variable is influenced or caused by another.
b. how random a sample is of the population.
c. whether the experiment can be replicated or not.
d. the degree of relationship between two variables.
Which of the following might create a biased survey?
a. taking a random sample of the population
b. taking too large of a sample
c. social desirability
d. designing the survey's questions carefully to avoid any bias
A developmental psychologist wants to study the effects of poverty on one's self
concept. To do this, a group of subjects from the central city are interviewed once
every five years over the period of 30 years. The same subjects are interviewed
throughout the 30 years. This study is an example of what type of research?
a. cross sectional study
b. longitudinal study
c. correlational study
d. naturalistic observation
Which of the following research methods can a researcher draw a cause and effect
conclusion?
a. experiment
b. naturalistic observation
c. survey
d. correlational study
Consider the following experiment: Children are divided into two groups. One group
watches episodes of "Sesame Street." The other group watches cartoon episodes.
Both are then given a test that measures activity in children. In this study, the
independent variable is:
a. what the child watches on TV.
b. how the child scores on the activity test.
c. what type of family the child comes from.
d. the child's economic class.
In an experiment which receives the independent variable?
a. the confounding variable
b. the population
c. the control group
d. the experimental group
In an experiment which group would be given a placebo?
a. the population
b. the random sample
c. the control group
d. the experimental group
Which of the following is NOT considered one of the four basic principles for human
participation in an experiment?
a. informed consent
b. confidentiality
c. debriefing
d. replication
Any non-genetic influence, from prenatal nutrition to the people and things around
us, is the definition of:
a. a mutation.
b. natural selection.
c. the environment.
d. heritability.
One's chromosomes are made up of:
a. nucleotides.
b. genomes.
c. nurtures.
d. DNA.
Having a predisposition to a given genetic disease implies that:
a. the person will definitely develop that disease.
b. the person has the possibility of developing the disease.
c. the person will always pass the gene on to offspring.
d. the gene will be mutated when passed on to any offspring.
Darwin's principle of "survival of the fittest" suggests that those members of a
species with trait variations that contribute to their survival will live longer and
thereby are more likely to pass those traits on to succeeding generations. This
follows the concept of:
a. nucleotides.
b. behavior genetics.
c. heritability.
d. natural selection.
Jessie and Kristin are twins that developed from a single fertilized egg. Jessie and
Kristin are called:
a. identical twins.
b. fraternal twins.
c. fraternal identical twins.
d. identical fraternal twins.
A study comparing the divorce rates of twins found that if one twin was divorced, the
odds were 5.5 times higher the other twin would get divorced. In analyzing these
results it is important to:
a. compare the effects of natural selection on divorce.
b. conclude the results are due to cultural influences.
c. not conclude that divorce is heritable.
d. note any genetic differences in the identical twins studied.
The shared attitudes, beliefs, and behaviors of a group is the definition of:
a. culture.
b. individualism.
c. collectivism.
d. norms.
Sabrina, from Isamanig, Germany, is visiting Germantown High School in Wisconsin
with a student exchange program between Germany and the United States. During
her visit, Sabrina is having trouble understanding what some of the "proper"
behaviors are in the United States versus the "proper" behaviors in Germany.
Sabrina is having problems understanding American cultural:
a. nurtures.
b. collectivism.
c. individualism.
d. norms.
A society in which the needs of the group have priority over the needs of the
individual is referred to as:
a. norms.
b. individualist.
c. culture.
d. collectivist.
A relatively permanent change in behavior due to experience is the definition of:
a. learning.
b. classical conditioning.
c. stimulus.
d. acquisition.
A type of learning is which the subject learns to associate a stimulus with a given
response is:
a. generalization.
b. stimulus.
c. acquisition.
d. classical conditioning.
If a light is dimmed before a person's eye, the pupil will dilate. If a sequence of
events is established in which a bell is rung, the light is dimmed, and the pupil
dilates, the pupil will eventually dilate with just the ringing of the bell. If this
happens, the light dimming is called the:
a. unconditioned stimulus.
b. unconditioned response.
c. conditioned stimulus.
d. conditioned response.
In Pavlov's experiment with classical conditioning the dog salivated when a bell was
rung, even though the food did not follow. In the case above, the bell is called the:
a. unconditioned stimulus.
b. unconditioned response.
c. conditioned stimulus.
d. conditioned response.
If you rang a bell to signal your dog that his food is being put on the plate, the dog
will learn to come when the bell is rung. If you then cease to feed the dog after
ringing the bell, which of the following will eventually take place?
a. discrimination
b. extinction
c. generalization
d. spontaneous recovery
Extinction does not destroy the learning of the response. This is demonstrated by:
a. acquisition.
b. generalization.
c. discrimination.
d. spontaneous recovery.
A boy has been conditioned to be afraid of a bus. He also finds he is afraid of cars
and trains. This is an example of:
a. discrimination.
b. extinction.
c. spontaneous recovery.
d. generalization.
The process in which an organism produces different responses to similar stimuli is:
a. discrimination.
b. extinction.
c. spontaneous recovery.
d. generalization.
Which of the following would be considered the best form of classical conditioning
found in everyday life?
a. animal training
b. taste aversion
c. learning to drive
d. studying for a unit test
A type of learning in which the subject associates a particular behavior with its
consequence is called:
a. classical conditioning.
b. extinction.
c. operant conditioning.
d. discrimination.
At an amusement park a duck will turn on a lamp and play a piano every time a coin
is put into a slot. He then receives a piece of corn for performing his tricks. The duck
is demonstrating:
a. extreme musical talent.
b. classical conditioning.
c. imitation.
d. operant conditioning.
Eileen, a second grade teacher, is always providing favorable consequences for her
students's "good" behaviors and unfavorable consequences for "bad" behaviors.
Eileen is working off the principle of:
a. spontaneous recovery.
b. extinction.
c. generalization.
d. the law of effect.
Any consequence of a behavior that decreases the frequency of that behavior is a:
a. punishment.
b. reinforcement.
c. operant.
d. stimulus.
At the end of football practice the team always has to run 10 laps around the field,
which everyone hates. If a player makes a good play the coach tells the player they
can run 1 less lap. At the end of practice some players have to run the full 10 laps
while others who performed well run less. In this example the removal of running a
lap is considered a:
a. punishment.
b. positive reinforcement.
c. negative reinforcement.
d. extinction stimulus.
The best example of a primary reinforcement is:
a. money to someone poor.
b. water to someone thirsty.
c. coupons for a free pass into a movie.
d. tickets from a game which are eventually turned in for a prize.
A learning experiment is set up in the following manner. A rat is in the Skinner Box,
and every time the light goes on and the rat presses down on the bar it gets
reinforced with food. If the light is off, pressing down on the bar causes no response.
This is an example of:
a. discrimination.
b. generalization.
c. extinction.
d. latent learning.
The occasional small reward for hitting a jackpot keeps the gambler hopeful of hitting
another larger jackpot. This is what type of reinforcement schedule?
a. fixed interval
b. variable interval
c. fixed ratio
d. variable ratio
Learning without the presence of an apparent incentive or reinforcement is known
as:
a. operant conditioning.
b. cognitive map.
c. latent learning.
d. classical conditioning.
Kelly has loved to read since the first grade and was a constant reader throughout
first and second grade. In the third grade, Kelly's teacher gave students candy bars
for each hour they read in class. Kelly's fourth-grade teacher didn't have the same
reward system as Kelly's third-grade teacher, so Kelly stopped reading. This is an
example of:
a. negative reinforcement.
b. overjustification effect.
c. latent learning.
d. spontaneous recovery.
Learning taking place by watching others is the definition of:
a. classical conditioning.
b. operant conditioning.
c. observational learning.
d. intuition.
In observational learning the subject mimics the behavior of the:
a. model.
b. participant.
c. observer.
d. subject.
An American researcher who studied observational learning was:
a. B. F. Skinner.
b. Ivan Pavlov.
c. Martin Seligman.
d. Albert Bandura.
In Bandura's first "Bobo doll" experiment, children became more aggressive than
other children towards the Bobo doll after:
a. they were told it was alright to hit the Bobo doll.
b. they witness other children being aggressive towards the dolls.
c. they witness an adult being aggressive towards the dolls and were then
frustrated.
d. they were shown a movie of other children hitting the Bobo dolls.
In one of Bandura's "Bobo doll" experiment, children most likely imitated the violent
behavior of:
a. the model who was praised.
b. the model who was punished.
c. the model who was neither praised nor punished.
d. the model who was both praised and punished.
Learning by seeing the consequence of another person's behavior is the definition of:
a. attention learning.
b. consequential learning.
c. vicarious learning.
d. motivational learning.
Behavior which is negative, destructive, and unhelpful is considered:
a. prosocial behavior.
b. observational behavior.
c. antisocial behavior.
d. retention behavior.
Behavior which is positive, constructive, and helpful is considered:
a. retention behavior.
b. observational behavior.
c. antisocial behavior.
d. prosocial behavior.
Which of the following accurately describes the conclusions of the APA Commission
on Violence and Youth?
a. Viewing violence on TV has no appreciable effect on the violence in youths.
b. Children viewing violence on TV has a short-term effect but no lifelong
consequences.
c. TV cannot serve as a prosocial force, only as an antisocial force.
d. Viewing of TV shows and commercials affects people's concepts of reality.
Explain how advertising uses the principles of conditioning with these two examples. (3pts each)
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