SOC 2700 Lecture Notes - Lecture 5: Differential Association, Sports Illustrated, Armen Keteyian

• School: University of Guelph
• Department: Sociology
• Course: SOC 2700
• Professor: Stephanie Howells

Document Summary

C. ray jeffery: direct application of operant learning theories from psychology. Concerned with effect of individuals behaviour has on environment and consequences of that effect on the individual. Basic premise: reinforcement and punishment determine whether frequency of behaviour is increased or decreased. Learning occurs because of consequences associated with behaviour. Negative reinforcement: a removal of a punishment (i. e seatbelt beeping) Negative punishment: removal of rewards that normally would have been present (i. e can"t go to the zoo) Discriminative stimuli: function as cues; help the individual determine a situation where a particular behaviour may be appropriate. * advertising: associate with things we nd rewarding. Schedules: schedule of consequences; frequency and probability that the consequence will occur; the length of time it occurs after behaviour. *strongest effect: occur immediately following the behaviour with the highest probability of occurring. Social learning theory adds social environment to the learning process. Bandura: when you watch violent media you are more likely to be aggressive.