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Jessica Stockbridge &
Amanda Kielman
• Stimulus 1
Cop car lights
• Stimulus 2
Getting a ticket
• An effective commercial should be able to manipulate the response to a stimulus (like seeing a product's name) which initially does not provoke any feeling.
• The objective is to train people to make the "false" connection between positive emotions (e.g. happiness or feeling attractive) and the particular brand of consumer goods being advertised.
• Fears are learned from classical conditioning
• Habits can be broken with counter conditioning.
• John Watson later went on to advertising.
• http://youtu.be/FMnhyGozLyE
• http://youtu.be/yWTRiI8NsQA
• http://youtu.be/BqE7xwR3NY0
• Coca-Cola brings joy and happiness
• http://youtu.be/A45sjUX7mp0
• Pepsi geared toward feeling young and 50’s iconic style.
• http://youtu.be/loeCHdbMhoo
• The Twist to Ivan Pavlovs Famous Conditioning.
• Years ago, when Rutgers University psychologist Arthur Tomie, PhD, was studying classical conditioning in his lab rats, he noticed something strange.
• Attraction to cues that signal an imminent reward, while for others, the cue itself holds no special influence.
• For some rats (the "goal-trackers") the final reward is most important. They run for the food cup as soon as they spot the signaling lever. For others (the "sign-trackers") the cue itself holds the most sway. These are the animals that Tomie saw licking and gnawing on the lever.
• Dr. Jay A. Gottfried London University
• functional M.R.I., has provided a vivid demonstration of the neural processes at work in a simple Pavlovian conditioning experiment.
• Like Pavlov's dogs, the subjects in the study were conditioned to associate a neutral stimulus -- in this case, abstract images presented on a computer screen -- with food. One image was paired with the smell of peanut butter, wafted to the subjects' noses through a tube. Another image was paired with the smell of vanilla.
• images associated with that food no longer drew as strong a response, and the subjects' emotional brain circuits quieted down. But the image associated with whichever food the subjects did not receive continued to elicit faster reaction times and a flurry of chemical activity in the amygdala and other brain areas.
• McLeod, S. A. (2008). Classical Conditioning. Retrieved from http://www.simplypsychology.org/classical-conditioning.html
• Kirsten Weir October 2012, Vol 43, No. 9 http://www.apa.org/monitor/2012/10/temptation.aspx
• By Kendra Cherry, About.com Guide, http://psychology.about.com/od/behavioralpsychology/a/classcond.htm
• By ERICA GOODE August 26, 2003. Retrived from http://www.nytimes.com/2003/08/26/health/studying-modern-day-pavlov-s-dogs-of-the-human-variety.html?pagewanted=print&src=pm
• Watson, J.B. (1913). Psychology as the behaviorist views it. Psychological Review, 20, 158–177
• Watson, J. B. & Rayner, R. (1920). Conditioned emotional reactions. Journal of Experimental Psychology, 3, 1, pp. 1–14.
• Watson, J. B. (1924). Behaviorism. New York: People's Institute Publishing Company.
