It is time to elect a new world leader, and only your vote counts.

1. Question 1:If you knew a woman who was pregnant, who had 8 kids already, three who were deaf, two who were blind, one mentally retarded, and she had syphilis, would you recommend that she have an abortion?

2. It is time to elect a new world leader, and only your vote counts. Candidate A Associates with crooked politicians, and consults with astrologists. He's had two Mistresses. He also chain smokes and drinks 8 to 10 martinis a day. Candidate B He was kicked out of office twice, sleeps until noon, used opium in college and drinks a quart of whiskey every evening. Candidate C He is a decorated war hero. He's a vegetarian, doesn't smoke, drinks an occasional beer and never cheated on his wife. Question #2: Which of these candidates would be your choice?

3. Candidate A: FDR Candidate B: Winston Churchill • Candidate C: Adolf Hitler

4. Question #1 • If you said yes, you just killed Beethoven. Makes a person think before judging someone.

5. What is Learning • The cessation of thumb sucking by an infant. • A worm is placed in a T maze. The left arm of the maze is brightly lit and dry; the right arm is dim and moist. On the first 10 trials, the worm turn right 7 times. On the next 10 trials, the worm turns right all 10 times. • A lanky zinnia plant is pinched back and begins to grow denser foliage and flowers. • Josh stays up late the night before the October GRE test and gets wasted. His combined score (verbal + quantitative) is 410. The night before the December GRE he goes to bed early and drinks a glass of milk. His scores changes to 1210. Is the change in scores due to learning? Is the change in pretest regimen due to learning? • After 30 years of smoking 2 packs a day, Mackenzie throws away her cigarettes and never smokes again.

6. Expanding what learning means: • Learning refers to the relatively permanent change in a subject’s behavior to a given situation brought about by his (or her) repeated experiences in that situation, provided that the behavior change cannot be explained on the basis of native response tendencies, maturation, or temporary states of the subject (e.g., fatigue, drugs, etc.).

7. How Does Learning Occur? • Fundamental topic in psychology • How do we learn that people who look small from a distance are far away and not simply tiny? • How do babies learn to distinguish their mothers from other people? • Why do some people learn to be afraid when they see a spider? • A relatively permanent change in behavior that results from experience. • Adaptive – allows organisms to adapt their behavior to the demands of the environment.

8. Stimulus-Stimulus Learning Learning to associate one stimulus with another. lemmesleep.wmv

9. Response-Consequence Learning Learning to associate a response with a consequence.

10. Response-Consequence Learning Learning to associate a response with a consequence.

11. Classical Conditioning Ideas of classical conditioning originate from old philosophical theories. However, it was the Russian physiologist Ivan Pavlov who elucidated classical conditioning. His work provided a basis for later behaviorists like John Watson and B. F. Skinner. Sovfoto Ivan Pavlov (1849-1936)

12. Classical or Pavlovian Conditioning • Ivan Pavlov • 1849-1936 • Russian physician/ neurophysiologist • Nobel Prize in 1904 • studied digestive secretions

13. Pavlov's Discovery of Classical Conditioning: Introduction • Ivan Pavlov was a pioneer of research on learning. His early research focused on digestive processes in dogs, but upon discovering that the dogs began to salivate in response to stimuli associated with receiving food, he shifted his research to a study of the mechanisms by which seemingly arbitrary stimuli become associated with biological reflexes. • The learning exhibited by Pavlov's dogs is a type of associative learning called classical (or Pavlovian) conditioning. • Pavlov was the first person to apply scientific method to the study of learning by association.

14. A reenactment shows Ivan Pavlov's experiments on the salivation reflex in dogs. Pavlov found that dogs can be conditioned to salivate in response to a signal associated with the arrival of food, then to the signal alone.

15. Pavlov's Discovery of Classical Conditioning: Questions • What did Pavlov mean by a "conditioned reflex"? • Distinguish between a stimulus and a response; between an unconditioned and conditioned stimulus. • In the experiments shown here, identify the unconditioned stimulus, unconditioned response, conditioned stimulus, and conditioned response. 4. Discuss some examples of classical conditioning in humans.

16. Pavlov’s Classic Experiment Before Conditioning UCS (food in mouth) Neutral stimulus (tone) UCR (salivation) No salivation During Conditioning After Conditioning UCS (food in mouth) CS (tone) Neutral stimulus (tone) UCR (salivation) CR (salivation)

17. Classical or Pavlovian Conditioning • Pavlov’s device for recording salivation

18. Classical or Pavlovian Conditioning • Classical Conditioning • organism comes to associate two stimuli • lightning and thunder • tone and food • begins with a reflex • a neutral stimulus is paired with a stimulus that evokes the reflex • neutral stimulus eventually comes to evoke the reflex

19. Classical or Pavlovian Conditioning • Unconditioned Stimulus (UCS) • effective stimulus that unconditionally-automatically and naturally- triggers a response • Unconditioned Response(UCR) • unlearned, naturally occurring automatic response to the unconditioned stimulus • salivation when food is in the mouth

20. Classical or Pavlovian Conditioning • Conditioned Stimulus (CS) • previously neutral stimulus that, after association with an unconditioned stimulus, comes to trigger a conditioned response • Conditioned Response (CR) • learned response to a previously neutral conditioned stimulus

21. Acquisition Acquisition is the initial stage in classical conditioning in which an association between a neutral stimulus and an unconditioned stimulus takes place. In most cases, for conditioning to occur, the neutral stimulus needs to come before the unconditioned stimulus. The time in between the two stimuli should be about half a second.

22. Conditioning • Extinction • diminishing of a CR • in classical conditioning, when a UCS does not follow a CS • in operant conditioning, when a response is no longer reinforced • Spontaneous Recovery • reappearance, after a rest period, of an extinguished CR

23. Acquisition The CS needs to come half a second before the US for acquisition to occur.

24. Stimulus Generalization Tendency to respond to stimuli similar to the CS is called generalization. Pavlov conditioned the dog’s salivation (CR) by using miniature vibrators (CS) on the thigh. When he subsequently stimulated other parts of the dog’s body, salivation dropped.

25. Stimulus Discrimination Discrimination is the learned ability to distinguish between a conditioned stimulus and other stimuli that do not signal an unconditioned stimulus.

26. Condition a Dog • http://www.uwm.edu/~johnchay/cc.htm

27. Watson’s Little Albert: Introduction • John B. Watson was one of the first psychologists to argue that human behavior is a collection of conditioned responses. He described human learning terms in Pavlovian terms. • Watson demonstrated that fear can be conditioned in infants. He found that a loud sound is a potent unconditioned stimuli for fear in infants. In this clip, he successfully conditions an 11-month-old baby named Albert to fear laboratory rats by making a loud sound when Albert was paying attention to the rat. • Albert is first shown playing happily with the rat, then he is exposed to 6 stimulations with a loud sound. After Albert is conditioned to fear the rat, he exhibits generalization by crying at the sight of other furry creatures including a rabbit.

28. a. This original footage from Watson’s laboratory (1920) shows 11-month-old Albert being conditioned to fear laboratory rats.

29. b. The pairing of a rat with a very loud noise gave little Albert a conditioned fear (the CR) of rats (the CS).

30. c. Even the pairing of similar furry things like rabbits with a very loud noise gave little Albert a conditioned fear (generalization). Import video number 7chere. Instructions for importing these files can be found in the 'Readme' on this CD-ROM.

31. Watson’s Little Albert: Questions • In Watson’s experiment, what was the UCS? The UCR? The CS? The CR? 2. Would it be ethically permissible to repeat Watson’s experiment today? • How have your emotions been classically conditioned?

32. Extending Pavlov’s Understanding Pavlov and Watson considered consciousness, or mind, unfit for the scientific study of psychology. However, they underestimated the importance of cognitive processes and biological constraints.

33. Cognitive Processes Early behaviorists believed that learned behaviors of various animals could be reduced to mindless mechanisms. However, later behaviorists suggested that animals learn the predictability of a stimulus, meaning they learn expectancy or awareness of a stimulus (Rescorla, 1988).

34. Biological Predispositions Pavlov and Watson believed that laws of learning were similar for all animals. Therefore, a pigeon and a person do not differ in their learning. However, behaviorists later suggested that learning is constrained by an animal’s biology.

35. Biological Predispositions Garcia showed that the duration between the CS and the US may be long (hours), but yet result in conditioning. A biologically adaptive CS (taste) led to conditioning and not to others (light or sound). Courtesy of John Garcia John Garcia

36. Biological Predispositions Even humans can develop classically to conditioned nausea.

37. Pavlov’s Legacy Pavlov’s greatest contribution to psychology is isolating elementary behaviors from more complex ones through objective scientific procedures. Ivan Pavlov (1849-1936)

38. Applications of Classical Conditioning Watson used classical conditioning procedures to develop advertising campaigns for a number of organizations, including Maxwell House, making the “coffee break” an American custom. Brown Brothers John B. Watson

39. Applications of Classical Conditioning • Alcoholics may be conditioned (aversively) by reversing their positive-associations with alcohol. • Through classical conditioning, a drug (plus its taste) that affects the immune response may cause the taste of the drug to invoke the immune response.

40. To ensure Jackson & Kaden make good decisions as teenagers regarding drugs and alcohol I will classically condition them to stay away from them. I will sit them down (when Sara is gone ) and force them to drink and drink and drink; to the point where they throw up and throw up and throw up. We will drink until they have been conditioned to stay away from alcohol and say “NO!” to their friends when offered it later in life. Describe the process in Pavlov's terms, identifying the UCS, UCR, CS, and CR.

41. UCS – beer, liquor and smokes UCR – puking all over CS – the opportunity to drink & smoke later on in life or smell of liquor CR – Feeling nauseas UCS, UCR, CS, CR?

42. Powerful advertising agencies make use of psychological research on learning and routinely employ psychologists in their research division because they want to devise advertisements that sell products. Explain in Pavlov's terms how attitudes toward certain products (for example, beer) are created through advertising campaigns (for example, bikini-clad women), identifying the UCS, UCR, CS, and CR.

43. UCS – sex (beautiful women) • UCR -- mildly aroused feeling • CS – product (Coors Light) • CR – by pairing the CS with the UCS consumers will experience a mildly aroused feeling

44. Critical Thinking – Work in small groups to come up with answers • Most pets become classically conditioned to a variety of stimuli associated with their feeding. If you have a pet now, see if you can identify examples of its conditioned responding to food and other Pavlovian stimuli. Be specific in using the terminology of conditioning (conditioned stimuli, unconditioned and conditioned responses, et cetera).

45. EVERYDAY CLASSICAL CONDITIONING • If you have pets and you feed them with canned food, what happens when you hit the can opener? Sure, the animals come running even if you are opening a can of green beans. They have associated the sound of the opener with their food.

46. EVERYDAY CLASSICAL CONDITIONING • Classical conditioning works with people, too. Go to K-Mart and watch what happens when the blue light turns on. Cost conscious shoppers will make a beeline to that table because they associate a good sale with the blue light. (And, the research proves that people are more likely to buy the sale item under the blue light even if the item isn't a good value.)

47. EVERYDAY CLASSICAL CONDITIONING • And classical conditioning works with advertising. For example, many beer ads prominently feature attractive young women wearing bikinis. The young women (Unconditioned Stimulus) naturally elicit a favorable, mildly aroused feeling (Unconditioned Response) in most men. The beer is simply associated with this effect. The same thing applies with the jingles and music that accompany many advertisements.

48. EVERYDAY CLASSICAL CONDITIONING • Perhaps the strongest application of classical conditioning involves emotion. Common experience and careful research both confirm that human emotion conditions very rapidly and easily. Particularly when the emotion is intensely felt or negative in direction, it will condition quickly.