Conditioning Emotions & Operant Conditioning - Chapter 6

Question 1

Conditioning Emotions

Answer 1

Emotional responses that are associated with a specific object or situation
- Little Albert and Phobias

Question 2

Evaluative Conditioning

Answer 2

When stimulus takes on the emotional ‘valence’ of another stimuli
- Watson’s Pebeco toothpaste campaign
- Celebrity advertisements

Question 3

Negative Political Advertising

Answer 3

• ‘Attack ads’ use evaluative conditioning to elicit unpleasant emotional responses in the viewers while presenting images of political opponents
  
  • Third person effect

Question 4

Operant Conditioning

Answer 4

Learning in which behaviour is determined by consequences

Question 5

The Law of Effect

Answer 5

• Edward Thorndike
• Responses followed by satisfaction will occur again; those not followed by satisfaction will become less likely

Question 6

Reinforcement and Punishment

Answer 6

• B.F. Skinner
• Coined ‘operant conditioning’
• Used operant boxes (Skinner boxes)

Question 7

Reinforcement

Answer 7

When a situation (i.e., reinforcer) causes a behaviour to becomes more likely

Question 8

Punishment

Answer 8

When a situation (i.e., punishe) causes a behaviour to become less likely

Question 9

Reinforcement Increases Behaviour

Answer 9

1. Behaviour:
   
   • Try the new cafe on 2nd avenue
2. Consequence:
   
   • The meal and service were fantastic!
3. Effect:
   
   • The behaviour is reinforced. You’ll go there again

Question 10

Punishment Decreases Behaviour

Answer 10

1. Behaviour:
   
   • Try listening to the new radio station in town
2. Consequence:
   
   • The music is terrible!
3. Effect:
   
   • You won’t listen to that station again