Exam 2 Flashcards
(322 cards)
How do we (humans) learn?
Associative learning
What is associative learning?
learning that two events occur together
What is associative learning used heavily in?
Advertising
What is an example of associative learning in advertising?
athlete + product = favorable opinion of athlete leads to favorable opinion of product
What are two types of associative learning?
Classical conditioning and operant conditioning
What does conditioning mean?
learning
What do advertisers try to do?
have you know the product or brand (including sound branding), associate brand name/product with something positive (something in the commercial), highlight some positive attribute of the product/brand (actual product)
Who is Ivan Pavlov?
Russian physician/neurophysiologist, nobel prize winner, studied digestive secretions (saliva), dogs salivating when a bell rings
What is neutral stimulus?
any stimulus that does not produce a response Ex: the bell ringing does nothing to the dogs without unconditioned stimulus
What is unconditioned stimulus?
stimulus that unconditionally - automatically and naturally - triggers a response
What is conditioned stimulus?
Neutral stimulus becomes this following its pairing with an unconditioned stimulus. After association with a US, this triggers a conditioned response
What is conditioned response?
learned response to conditioned stimulus
What is conditioned response?
learned response to conditioned stimulus
What is conditioned response?
learned response to conditioned stimulus
What is conditioned response?
learned response to conditioned stimulus
What is unconditioned response?
occurring response to the unconditioned stimulus
Name what each part of Pavlov’s dog experiment would fall under? (ie. Unconditioned stimulus, conditioned response)
Meat (US) -> Salivation (UR), Bell Ringing (NS) -> nothing, Sound (NS) + Meat (US) = Sound (CS) -> Salivation (CR)
What was the case of Little Albert?
Done by John Watson, he exposed a baby to a variety of animals and masks, he then showed the same objects to the baby but now with a loud bang. After this when shown the same objects with no loud sound, the baby still cried and was fearful.
Who was John Watson?
the greatest proponent of behaviorism in his day, focus on observable behavior, emphasis on learning rather than thinking innate tendencies (genetics) in determining personality and behavior
What is generalization?
Stimuli similar to the CS will elicit a similar response
What is discrimination?
learned ability to distinguish between a CS and stimuli that do not signal (precede) the US
What is operant conditioning?
involves voluntary behaviors, intentional behaviors. Behavior operates (acts) on environment, producing rewards or punishments (may be known as operant behavior)
What is classical conditioning?
Response occurs as an automatic response to a stimulus. (may be known as respondent behavior)
What is an example of operant conditioning?
dog shaking hand (behavior) produces treat (consequence)