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Lecture

PSYCO104 Lecture Notes - Reinforcement, Jelly Bean, Substance Abuse


Department
Psychology
Course Code
PSYCO104
Professor
Blaine Mullins

Page:
of 21
Psychology
Chapter 6: Learning continued
1
1. CC in the real
world
a)Biological preparedness: is a
propensity for learning particular kinds of
associations over others.
Many human taste aversions are result of
Pavlovian conditioning.
2 Key features
2
Ie Food Poisoning
Nervous systems form association- make you feelsick as soon as you smell/see
food. Classic Pavlovian response. Not the Food themselves but our own bodies.
Good for evolutoin to avoid foods that make us sick outside.
2 Key features-
1- Can be learned on a SINGLE trail , just have to eat the food once (as if
light=food shown and associated just once)
2- Can happen with Long Delays b/w Stimulus and US, sick hours later (as if
light=food hrs apart)
APPLY PRINCIPLES OF CLASSICAL CONDITIONING:
With chemo, food eaten before treatment assoicated with nasue afterword. We
don't want that so we give them a single jellybean before treatment that now
carries the negative association
1. CC in the real
world
a)Advertising
Associate positive feelings with product or
negative feelings with not using the
product.
3
APPLYING CC IN ADVERTISING
Neutral Stimulous associated with positive images until people associate the
shoe/candy ext with a positive stimulus. Ie beer with sexual arousal
Or forming a negative associating with a situation (ie Bad breath), and the only
way out is using blank product (ie. mouthwash)