LEARNING

Learning
►John B. Watson (1878-1958) was the
first to study how the process of
learning affects our behavior, and he
formed the school of thought known
as Behaviorism.
►Learning is the relatively
permanent change in
behavior or behavioral ability
of an individual that occurs as
a result of experience.
 Examples:
►Learn that certain restaurants
serve better than others

►Learning involves associations

between the events in the
environment (stimuli) and our
behavior (responses).
CLASSICAL CONDITIONING

►1904
Pavlov
 Components of Classical
Conditioning

► The major components of Classical Conditioning are:

1-Extinction
► inclassical conditioning, the tendency for the
response to the conditioned stimulus (called the
conditioned response) to go away once the
conditioned stimulus is no longer paired with the
unconditioned stimulus.
2-Spontaneous recovery:
Extinction does not necessarily stop the CR
permanently.

3-Stimulus discrimination:
Learn to limit our responses to relevant
stimuli.
This process is called Stimulus discrimination
and is important in successful adjustment.
4-Generalization (stimulus
generalization):

in classical conditioning, the tendency

to give similar responses (conditioned
responses) to both the conditioned
stimulus (CS) and to other stimuli that
resemble it in some way.
Demonstration 
 This is how it works:
► Bell (NS) ---> Nothing
Meat (UCS) ---> Salivation (UCR)
 2Now:
 Bell (NS) + Meat (UCS) = Salivation (UCR)
► Because of that:
3
That is why every time your dog or cat heard the sound
of the canned food being open or the can opener, your
pet will come towards you.
 Little Albert,
►In the case of Little Albert, once
Albert had been conditioned to
fear the white rat, other furry
objects, such as the rabbit, dog,
fur coat, and Santa Claus mask,
also triggered the fear response
(conditioned response).
►At the time Watson and Rayner
began their now-famous study,
"Little Albert" was 11 months old.
He was described as a remarkably
stable infant who rarely displayed
fear of anything.
►He was, however, afraid of loud
noises (US).
 conditioned taste aversion
►A conditioned taste aversion
can occur when eating a
substance is followed by
illness.
 Application to Daily Life
► Classical Conditioning can help explain
why a person reacts to a certain smell
or sound differently than others.

► It can also aid in understanding fears

and anxiety people have towards
certain aspects of life.
►Advertising
 
 Counterconditioning:
►Counter conditioning is a type of
therapy based on the principles of
classical conditioning that
attempts to replace bad or
unpleasant emotional responses
to a stimulus with more pleasant,
adaptive responses.
 Operant
conditioning
B. F. Skinner, B. F. Skinner (1904-
1990).
Operant conditioning, is the process of
shaping behavior by means of
reinforcement and punishment.
OPERANT CONDITIONING
 Shaping
behavior
►Shaping behavior is an
aspect of behavior analysis
that gradually teaches new
behavior through the use of
reinforcement until the
target behavior is achieved.
 The process of shaping in
purchase behavior
► Consume a free sample of rice popcorn that
was sent to your home

► Purchasea second package using the discount

coupon that accompanied the free sample

► Repurchase the product at full price

 Reinforcement
Types of reinforcement
►Positive reinforcement
►Negative
reinforcement
►Primary reinforcement

►Secondary
reinforcement
 COGNITIVE LEARNING

►According to COGNITIVE
LEARNING learner utilizes
mental structures and
memory to make decisions
about behaviors.
►Insight
►Latent learning and
cognitive maps
►Observational learning
 INSIGHT
►Insight is a sudden
perception of the
relationship of the
cognitive elements
necessary to solve a
problem.
►
An insight is a new way to
organize stimuli or a new
approach to solving a
problem.
►A student struggling with a
mathematical problem who
suddenly sees how to solve it
without having been taught
additional methods has had an
insight.
►Wolfgang Kohler, a famous
Gestalt psychologist,
demonstrated that
chimpanzees can solve
problems using insight.

►Once insight has occurred, no

further instruction or training is
required.
INSIGHT
 Latent Learning and
Cognitive Maps
Latent learning (sometimes called
incidental learning) is learning
without reinforcement and is not
immediately demonstrated when it
occurs.
For example, if a student wants a
coffee break, wonders where to
go, and suddenly remembers a
new coffee shop near campus,
the student is demonstrating
latent learning.
E. C. Tolman, a well-known
investigator of cognitive
learning, suggested that
organisms form cognitive maps
of their environments, maps that
can be used when needed.
Observational
learning
►Observational learning is
when one human can
watch the actions of
another and learn from
those actions.
 Observational
Learning
►In order for observational
learning to be effective four
steps must occur:

►1-ROLE MODEL: we must pay

attention to role model.
2-we must store our observations
to in our memory

►3-we must be able to

remember what we have
learned when we are
motivated to behave in the
appropriate fashion.
►4-Our behavior must
be reinforced if we
expect to repeat it with
any regularity.
END