PS102 Lecture Notes - Lecture 8: B. F. Skinner, Systematic Desensitization, Organism

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6 Feb 2016
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Lecture 8 – Thursday January 28, 2016
Classical/Respondent Conditioning
Based on internal responses to naturally occurring stimuli
Infant Natural Response
E.g. USC: sugar
oUCR: smile, lip licking
Adult Natural Pairing
E.g. UCS: lemon
oUCR: pucker, brows together
Animal Natural Response
E.g. UCS: food
oUCR: salivating/drooling
Classical Conditioning Terms
Pavlov
Studied salivary responses in dogs
oIs a natural response – no learning involved
Noted dogs salivated at sounds (e.g. footsteps; tone)
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Classical Conditioning Process
Conditioning is an acquisition phase since you’re learning
something
Unconditioned response (UCR)
oSomething that you don’t have to learn
Conditioned response (CR)
oSomething you have learned to do
Pavlov’s dog
oUCS: food
Elicits UCR: salivation
oNS: metronome before it was paired with food
oCS: metronome after it was paired with food
Elicits CR: salivation
Classical Conditioning In Advertising
Many advertisers attempt to make their products conditioned
stimuli that elicit pleasant emotional response by pairing their
products with attractive or popular people or sexual imagery
CS: products
UCS: attractive person
CR/UCR: pleasant emotional response
E.g. Underwear commercials
oPair a neutral stimulus (underwear) with a good-looking
person to cause people to buy the underwear
2PS102 C
Thursday January 28, 2016
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