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And here you were thinking that you like FCUK because they make quality clothing! A simple form of learning, which occurs through repeated association of two (or more) different stimuli Learning is said to have occurred when a particular stimulus consistently produces a response that it did not previously elicit Learn to associate two events, stimuli, eventually, one stands for the other in our minds. How does your dog know its time for a walk? Why do certain songs have meaning to different people? Why do people have phobias? Why cant I ever, ever, ever eat that again? Why do we buy ‘brand name’ products? ALL of these things are learned through classical conditioning! Advertisers are conditioning you to buy their product! The discovery of CC was an accident Wanted to study digestion and the role of saliva Rerouted saliva ducts to a test tube so measurements could be taken Research ran into trouble when the dogs began to fill their cheek tubes before the food was presented The dogs were learning to anticipate food at the sight of the lab tech guy The Neutral Stimulus (NS) - the name given to the conditioned stimulus before it becomes conditioned. In Pavlov's experiment NS = Bell or Lab technician etc… The Condoned Stimulus (CS) - the stimulus which is neutral at the start of conditioning. It wouldn't normally produce the Unconditioned response (UCR), but does so eventually because of its association with the Unconditioned Stimulus (UCS). CS = Bell or Lab technician etc… The Unconditioned Stimulus (UCS) - Any stimulus that consistently produces a particular response. In Pavlov's Exp. UCS = food. The Unconditioned Response (UCR) - A response which occurs automatically when the Unconditioned Stimulus is presented. In Pavlov's experiment. UCR = Salivation. The Continued Response (CR) - the behaviours which is identical to the UCR but is caused by the CS after conditioning. In Pavlov's expt. CR = Salivation in response to the Bell (CS). EXAMPLES Jims dog gets excited when it sees him pick up the lead to go for a walk When Guppy went to her friends party she had a great time. At the party the wiggles hit ‘big red car’ was played a number of times. Now when Guppy hears this song she gets a good feeling. KEY ELEMENTS UCS UCR NS CS CR UCS – Walking UCR – Excitement NS – Lead CS – Lead CR – Excitement UCS – Party / Good times with friends UCR – Positive mood NS – Big red car Song CS – Big red car Song CR – Positive mood /good feeling The dog has learned to We learn to associate the song associate the dog lead with with the good times we had being taken for a walk EXAMPLE Coke Christmas advertising…. KEY ELEMENTS What is coke being paired with? What do they want us to feel about coke? UCS UCR NS CS CR UCS – Christmas time UCR – Feeling good, warm cosy, fun, love NS – Coke CS – Coke CR – Feeling good, warm, cozy, fun, love We learn to associate coke with christmas. Coke becomes comes meaningful and we are more likely to purchase it over other drinks EXAMPLE Nike advertising KEY ELEMENTS What is Nike being paired with? What do they want us to feel about Nike? UCS UCR NS CS CR UCS –Images of attractive, fit, cool, famous, successful, tough people UCR – Desire to achieve status of modes NS – Nike CS – Nike CR – Desire to achieve status of models /purchase Nike We learn to associate Nike with being fit, cool, fun, high status, successful thus we are more likely to purchase Nike over Big W brand because we do not associate Big W with any of these ideas UCS – rebellion, alternative, cool, counter culture UCR – feeling unique and hip NS – FCUK CS – FCUK CR – FCUK making us feel unique and hip We learn to associate FCUK with the image of rebellious cool, we are thus more likely to purchase FCUK over Target clothing. Because we are conditioned to see tangible value that is not there! Physically the products are often made from the same materials, sometimes even in the same factory (footwear and clothing especially) The value we perceive is emotional! Advertising adds emotional value to a product Coles-Myer executive quoted in response to an official enquiry – “non-branded footwear often incorporates the same or similar methods of construction, technology and components/materials. Moreover it is often sourced from the same factory as branded footwear. The commercial reality is that without a brand the consumer perceives no value that warrants a premium price.” Advertising executive – “If you think about what Pavlov did, he actually took a neutral object and, by associating it with a meaningful object, made it a symbol of something else, he imbued it with imagery, he gave it added value, and isn’t that what we try and do in modern advertising” On average people in western countries are exposed to 3000 advertising messages a day When subjects drank un branded cola only the taste sensing parts of the brain become active When subjects could see coke labelling the hippocampus (memory) and parts of the frontal lobe (emotions etc) also became active Recognition and positive reaction to Coke has been hard wired into the brain Nearly half of the worlds 8 – 12 year olds say that the clothes and brands they wear describe who they are! Advertising to children aims to create hard wired ‘brand loyalty’ If they get you young enough they can ensure that your brain becomes wired to prefer their product You then continue to purchase their product out of habit Chapter summaries Learning activities 10.2, 10.3 Handouts When the UCS is no longer presented along with the CS Eventually the CS becomes meaningless CR stops Extinction has occurred A rest period take place When CS reintroduced the CR again appears CR is weaker than when first conditioned The organism will respond by producing a CR to stimuli that are similar to the CS Eg. Dogs in Pavlovs experiment would salivate to a bell, a chime, an alarm clock etc. Eg. A child who was bitten by a dog now fears all dogs not just pit bull terriers The organism only responds to the CS and no other similar stimuli Eg. Your dog gets excited when you put your Nike runners on, not any other white shoes Eg. Consumers only by coke, not any cola in red and white packaging EG. You only buy billabong, not the rip off surfalong brand Chapter summaries Learning activities 10.4, 10.5 Ethical? Not really…. Can fears be learned? Yep! UCS – Loud noise (banging steel bar) UCR – Fear NS – White Rat CS – White Rat CR – Fear Through repeated association (paring) of the loud noise and the white rat, little Albert learns to fear the white rat. The Rat becomes a signifier for the fear producing loud noise Watsons research would never be allowed today Beneficence – benefits outweigh the risks? Informed Consent – alberts mum didn’t know Debriefing – never happened Intense, irrational and persistent fears of specific objects of situations Phobias are complex instances of conditioned emotional responses (CC) UCS – 911 attack on world trade center UCR – fear NS – low flying planes CS – low flying planes CR – Fear / anxiety to low flying planes The trauma of witnessing the 911 attack has become associated with low flying planes now this alone causes fear Research shows that damage to the amygdala impairs both the acquisition and expression of a conditioned fear response Amygdala involved in regulation of the fear response Amygdala involved in learning the emotional significance of an event / memory Can effect the consolidation of memory – stimulation better recall, retardation poorer recall GRADUATED EXPOSURE Attempts to replace fear response with relaxation patient taught relaxation techniques gradually introduced to fear inducing stimulus while practicing relaxation. FLOODING FLOODING Expose the patient to their fear straight away They will panic at first Soon realise that nothing bad has happened Aversion is a complete dislike for something. Aversion therapy is a form of behaviour therapy that applies classical conditioning principles to reduce or stop unwanted behaviour by associating it with unpleasant stimulus. Sometimes used to treat alcohol abuse or smoking UCS – Drug UCR – Nausea NS – Alcohol CS – Alcohol CR – nausea The alcoholic learns to associate alcohol with the drug induced nausea experience Alex is a violent criminal who undergoes aversion therapy as part of his sentence for murder UCS – Drug UCR – Nausea NS – Violence CS – Violence CR – Nausea Alex learns to associate violence with the drug induced nausea thus making him aversive to violence Chapter summaries Learning activities 10.7, 10.8, 10.9 Handouts Never ever, ever, ever, ever, ever again! Same mechanism as CC Takes only one pairing Resistant to extinction Not often generalised Most common examples are aversions to foods Ucs – electric shock, xray Ucr – pain ,sickness Ns – saccharine flavour water, light, clicking Cs – saccharine flavour water , light, clicking Cr – not drinking saccharine flavoured water When later given the chance to drink rats that were shocked only avoided the water when it was paired with the light and noise – they happily drank the sachharine flavour if no lights or noises present Rats that were xrayed avoided saccharine flavour at all costs – they happily drank plain water with a light and noise This reminds us that taste and illness are key components in one trial learning – taste aversions
