Classical or Operant Conditioning?

1. Classical or Operant Conditioning? • Karl was frightened by a snarling car. Now whenever he sees a cat, he starts to tremble and runs away. • When King, the family dog, hears the sound of the can opener, he starts to drool and races into the kitchen. • When Akiko’s mother tries to bring her into the doctor’s office, she drags her feet and whimpers uncontrollably. • When Romeo sees his girlfriend, he hurries up to greet her, with his heart beating faster. • When Michael smells steak cooking on the grill, his mouth starts to water, and he sits down at the table.

2. Classical or Operant Conditioning? • Karl was frightened by a snarling cat. Now whenever he sees a cat, he starts to tremble (CC) and runs away (OC). • When King, the family dog, hears the sound of the can opener, he starts to drool (CC) and races (OC) into the kitchen. • When Akiko’s mother tries to bring her into the doctor’s office, she drags her feet (OC) and whimpers (CC) uncontrollably. • When Romeo sees his girlfriend, he hurries (OC) up to greet her, with his heart beating faster (CC). • When Michael smells steak cooking on the grill, his mouth starts to water (CC), and he sits down at the table (OC).

3. Observational Learning Albert Bandura and Modeling

4. Observational Learning • Learning that occurs by observing the behavior of a model • Teachers, parents, coaches… often intentionally model ‘positive’ behaviors • Modeling is also, however, how we learn fear, prejudice, preferences, and social behaviors • Oh… and choke holds.

5. It’s not about monkeys and mice… • Animals do learn by modeling • Hens learn which other hens can be beaten in a fight, • Monkeys learn adaptive fears, such as a fear of snakes, by observing other monkeys acting in a fearful manner • Humans, however, outstrip other creature’s ability to learn by modeling. • Helps us bypass time-consuming and potentially dangerous trial and error processes (think pilots and brain surgeons)

6. Bandura’s Social-Cognitive Theory • Stimulus/Response learning (OC and CC) doesn’t always work, and is sometimes easily extinguished, but introducing Observational learning to the equation explains any missing links. • Albert Bandura’s Social learning (social cognitive) theory (1950’s): people learn by observing the behavior of models and acquiring the belief that they can produce behaviors to influence events in their lives

7. The Modeling Process and Self-Efficacy • Four-step process for learning in modeling • Attention: we must pay attention to the model’s behavior • Retention: we must retain that information in memory so that it can be recalled when needed • Reproduction: we must be physically capable of reproducing the model’s behavior or something similar to it • Motivation: we must be motivated to display the behavior

8. The Modeling Process and Self-Efficacy • Self-efficacy represents people’s belief that they have the capability to perform behaviors that will produce a desired outcome • According to Bandura, knowledge may be acquired at one time, but not displayed until a later time when the motivational conditions are favorable • Known as latent learning

9. Bobo, an unassuming plastic clown • Children watched a film in which a model acted aggressively toward a “Bobo doll,” punching, hitting and kicking it • Group A: saw the model rewarded with praise and candy • Group B: saw the model reprimanded for aggression • Group C: saw no consequences for the model • After the film, each child was placed in a room with various toys, including a Bobo doll • Group B: performed the least aggressive acts • Later, experimenters offered the children a reward if they could duplicate the model’s actions, and all of the children were able to do so without hesitation

10. Imitation of Aggression and Prosocial Behavior • Bandura’s research started the controversy regarding violent television and viewer behavior. • In brief, research strongly suggests that viewing media violence: • Decreases viewers’ concerns about the suffering of victims • Habituates us to the sight of violence • Provides aggressive models that increase viewers’ tendency to act aggressively • However, the opposite is also true: children who watched a show where an action hero helps save a young puppy were more likely to help when they believed real puppies were in danger, even though helping meant giving up the opportunity to win prizes at a game

11. Applications of Observational Learning • Everyday life works around Observational Learning: • You learned to speak from people who were modeling how to use language, how to make sounds, and what kind of language to use • You learn how to play sports by watching others play • You learn to solve problems and perform tasks by watching your parents, teachers, bosses, and coaches

12. Observational Learning on the Societal Level • High school students who are shown posters and commercials in which young, attractive models are donating blood are likely to participate in the next blood drive. • In 1975, Miguel Sabido used Bandura’s principles to increase national participation in a failing literacy program (in Mexico) by creating a TV soap opera which focused on a literate young woman who was part of the national program. • After one episode in which viewers were directly asked to enroll, 25,000 people went to the distribution center in Mexico City to obtain literacy materials • Annual enrollment increased from 100,000 to 900,000 while the program was running, and decreased to 400,000 after the soap opera ended.

13. Find it! • Spend the rest of the period looking online for a similar situation here in the U.S. • Places to start: • Celebrity endorsements • Product placement • Political ads • HIV/AIDS or Breast Cancer Awareness campaigns • When you find one: • Write a summary of the study/campaign • Explain how the modeling was intended to work • Analyze its success (did it achieve what was intended?) • Explain how Operant or Classical Conditioning might have approached the problem, and whether it could have been used • Due before you leave