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Republic of the Philippines

Laguna State Polytechnic University


Province of Laguna

GRADUATE STUDIES AND APPLIED RESEARCH


Master of Arts in Education
Major in Guidance and Counseling
Foundations of Guidance and Counseling
Joevy P. de Lima
3rd shift, 1st semester, SY 2019-2020

VISION: The Laguna State MISSION: LSPU provides quality education QUALITY POLICY: We, at LSPU are committed
Polytechnic University shall be through responsive instruction, distinctive with continual improvement to provide quality,
the Center for Sustainable research, and sustainable extension and efficient services to the university stakeholders’
Development transforming production services for improved quality of highest level of satisfaction through a dynamic
lives and communities. life towards nation building. and excellent management system imbued with
utmost integrity, professionalism and
innovation.

FOUNDATIONS OF GUIDANCE AND COUNSELING (EDUC 202)

The Change in Attitude by means of


Classical Conditioning

A Research
Presented in Foundation of Guidance and Counseling
Graduate Studies and Applied Research
Laguna State Polytechnic University
San Pablo City Campus
San Pablo City

Joevy P. de Lima

Page 1 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

THE PROBLEM AND ITS BACKGROUND

Introduction

Classical conditioning (also known as Pavlovian conditioning) is learning through


association and was discovered by Pavlov, a Russian physiologist. In simple terms
two stimuli are linked together to produce a new learned response in a person or
animal.

John Watson proposed that the process of classical conditioning (based


on Pavlov’) was able to explain all aspects of human psychology.

Everything from speech to emotional responses was simply patterns of


stimulus and response. Watson denied completely the existence of the mind or
consciousness. Watson believed that all individual differences in behavior were due
to different experiences of learning. He famously said:

"Give me a dozen healthy infants, well-formed, and my own specified world to


bring them up in and I'll guarantee to take any one at random and train him to
become any type of specialist I might select - doctor, lawyer, artist, merchant-chief
and, yes, even beggar-man and thief, regardless of his talents, penchants,
tendencies, abilities, vocations and the race of his ancestors” (Watson, 1924, p.
104).

As knowledge of change attitude change processes has grown, a wide variety


of theoretical analyses have been developed to integrate portions of this knowledge
and to guide further studies. Many theories argue that attitude change and formation
in the “real world” are produced by the fundamental mechanism of classical
conditioning (Collins and Miller, 1969) but little research has been done to support
that theory.

Page 2 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

Wenger and Williams (1935) were doing research in this general area when
they attempted to alter the likes and dislikes of human to certain foods by means of
classical conditioning. The reaction of children to a certain stimuli, such as vinegar,
was changed for dislike to indifference and even to liking by being paired repeatedly
with a very pleasant stimulus like chocolate.

Background of the Study

The aim of this study is to find out the effect of classical conditioning on
students’ attitude. Classical conditioning is a Pavlovian perspective which says that
learning occurs through association. To put this process simply, two stimuli are
linked to produce a new learned response. It is a process that applies to humans and
animals. John Watson used the observations from Ivan Pavlov to even suggest that
this process can explain every aspect of human psychology.

Everything from our emotional responses to our speech patterns come from stimulus
and response opportunities. Watson would even go on to suggest that the existence
of a “mind” instead of the presence of a brain was unfounded. All individual
differences in personal behavior were because of the presence of unique learning
processes.

Page 3 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

Here are the advantages of Classical Conditioning: First classical conditioning


emphasizes learning from our environment. Instead of pursuing a vocation that you
are passionate about in some way, it is not unusual for someone to choose a career
that helps them to achieve a specific goal outside of their working life. You might
decide to become an accountant because it pays the bills. If you like to help others,
then you could opt for becoming a social worker. Classical conditioning says that
who we are is a reflection of our environment. People learn every day because of
what happens in the world around them. This behaviorism creates responses which
cause us to make specific decisions that dictate the course of our life. You might like
to help others because your environment never helped you as a child. Paying the
bills might be important to you because you were always living in debt growing up.
These processes allow us to change the world.

Second, it suggests that nurturing is more critical to development than nature.


Our environment involves more than the physical surroundings that exist around
each person. The social interactions that we receive from family and friends each
day helps us to develop as well. Classical conditioning suggests that the reason why
we pursue specific outcomes is because the important people in our lives
encouraged us to do so. Let’s say that a child in your life (a son, daughter, cousin,
niece, nephew, etc.) comes to you seeking advice about their future career options.
They show you a piece of artwork and ask for your opinion on it, never saying
anything about the purpose of the question. If you say that it is a great piece, then
you’ll push them forward toward a career in that industry. If not, then you could
cause them to change their mind.

Page 4 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

Third, this response to stimuli becomes a method of self-protection. One of


the unique qualities about the classical conditioning process is that it provides
individuals with an adaptive mechanism. We all choose behaviors or actions based
on what we perceive the outcome to be. There are not always moral or spiritual
elements to these choices as well. You can see an attractive person, imagine that
you’re having sex with them, and then decide to pursue a relationship to achieve that
outcome because of a basic physiological desire. That is why the premarital sex
statistics, teenage sexual activity statistics, and divorce statistics are all similar
across numerous demographics, including those with backgrounds in spiritual
teaching.We follow our physical longings because of the outside stimulus that is
available more than we do our mental processes. Classical conditioning argues that
this creates an environment where outside stimuli is almost always more powerful
than anything internal.

Fourth, It can help people to modify destructive behaviors. Classical


conditioning is often used in treatment programs because it can help individuals to
see why they make specific choices even if they want to take a different action.
Smoking, alcoholism, illicit drug use, and even sexual addiction can all see changes
occur when the therapies including systematic desensitization to the stimulus that
triggers a specific choice. Aversion therapy and flooding can encourage people to
stay away from their triggers as well, which then modifies the behavior because their
environment changes. The reality of classical conditioning is that we can choose our
environments, which means we make choices about our behaviors and actions at
the same time. Even when an outside party initiates this process, it can help us to
get rid of bad habits quickly because they receive an association with an unpleasant
experience.

Page 5 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

Fifth, We can use it every day or receive it to create changes. Classical


conditioning applies in numerous ways throughout the environments we encounter
every day. When you see an advertisement that shows someone enjoying one
product and hating a competitor’s item, then this process is being utilized to convince
you to make a purchase. We look at the price of two items and then choose the
product which offers the most value to use in that moment. People associate good
and bad experiences with every action they take in life. If you get a “bad taste in your
mouth” for a specific brand, item, or concept, then the struggle to change your mind
is real. You feel a deep aversion to that situation because of the negative
experiences you encountered in the past.

Sixth, It can be used to boost the positive feelings that individual have to other
people.
One of the most devastating issues that the U.S. military is trying to resolve is an
increase in service member suicide. An average of 20+ soldiers from all branches
take their life on the average day. Working on the theory that classical conditioning
could strengthen relationships, reduce divorce rates, and improve this problem, a
research trial in 2017 matched pictures of positive items with a deployed Marine’s
significant other. To create a control group, the teams paired neutral images
(buttons) with their spouse or partner. This study found that when partner photos
were paired with positive images, then it could stimulate positive feelings for that
person. With enough exposure to these photographs, a positive feeling could occur
without complementary photos of sunsets, puppies, or wedding cakes helping the
process.

Seventh, Classical conditioning offers the potential to eliminate phobias.


There is a difference between hatred and fear. If you truly hate something, then you
will never be around it unless there is no other choice. Fear is an emotion that holds
you back. It is easy to confuse the two reactions when dealing with a phobia. The
reason why classical conditioning can help to treat various phobias is that it changes
the environment which triggers the response in the first place. It then repeats the cue
exposure in positive ways to address the anxiety which can surge through the body.

Page 6 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

Over time, the stimulus loses its power to make you feel afraid, thereby causing the
phobia to begin reducing its influence in your life.

These are the disadvantages of classical conditioning: First, Classical


conditioning does not account for the idea of free will. Pavlov and Watson both
suggest that the classical conditioning process changes how we approach every
situation in life. Watson even goes to the extent to say that consciousness is only a
reflection of the outcomes we push toward through this process. If this learning setup
has an element of truth to it, then we do not have the levels of free will that we think
are available to us.
Because our environment dictates our behaviors and choices in this model,
unexpected circumstances will dictate our preferences and actions. Think of it like
this: a young child goes to the zoo for the first time. They see many animals that
they’ve never encountered before. Then a stranger says, “I don’t like tigers because
they are mean and ugly.” This statement forms a similar sentiment in the child
because of the stimulus it creates. That first interaction can then create a lifelong
distaste for that animal.

Second, This learning process underestimates how unique human


beings really are.
There are three specific traits which we can find in humanity that make us absolutely
unique as a species with our current knowledge of the universe: symbolic abstract
thinking, structure building, and a higher consciousness. The fact that you can read
and comprehend this content right now is evidence that there is a background “mind”
operating in the background while your brain takes care of the biological functions of
your body.
Watson could probably encourage any child with the right training to enter any career
field that he desired for them, but this famous proposition is only one element of the
human existence. An individual can change their mind to pursue a different course at
any time. Ken Jeong became a licensed physician, but he stopped practicing to
pursue an acting career – and he is one of many different examples.

Page 7 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

Third, There is no predictive quality to classical conditioning. People will


respond in different ways to the stimulus they encounter in the environment around
them. The smell of one food all of the time can cause one person to feel hungry all of
the time while another becomes ill from it. Encountering negative information about
airplanes can cause someone to become fearful of flying, while it inspires someone
else to become a pilot to make changes to the industry. Although there are relevant
moments for each one of us where someone or something influences the way we
see the world, the actual reaction is still up to every person.

Fourth, We must remember the difference between “creating” and


“learning.”
Classical conditioning doesn’t help someone to create new behaviors. It is a learning
process which connects a natural response to the stimulus that is in the
environment. The difference between these two concepts involves the focus on the
incident in the present moment. Learning a new behavior means that you repeat the
same habit, choice, thought, or action every time a similar stimulus comes your way.
Someone or something teaches you to react in a specific way. Creating new
behaviors is a natural outcome for the classical conditioning process. It is something
which is challenging to measure because the response can provide different levels of
success in each situation. Watson suggests that there is a specific action that occurs
for each person, but environments are so varied that no two people or situations are
100% the same.
Fifth, There are numerous variables which can change the possible
outcomes.
There are numerous changes that can occur in stable environments which impact
how someone can react. Individual experiences, perspectives, and habits are just as
essential to the final outcome as the external factors that are present in the moment
that a choice is made. Even when a specific stimulus is paired to a particular
response, the activity that occurs afterward is not entirely predictable.
We can add predictability by finding something that a person likes, and then
associating another action to it so that the feelings transfer to the additional action.
Pavlov’s dogs discovered that food would create an unconditioned response, but a

Page 8 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

whistle would not. During the conditioning process, blowing the whistle while
providing food would create positive associations to both. That means when
someone sounds the whistle without food present, the dog will believe that he’s
about to be fed anyway.

Sixth, It requires someone to have positive associations to be useful.


If a person has set feelings about someone or something that is predominantly
negative, then classical conditioning will not automatically turn a frown into a smile.
People do not develop positive feelings toward anything that they dislike intensely. If
you have a damaged relationship, hate the flavor of a specific food item, or don’t like
visiting a specific community because of events that happened there, then seeing
associations with happy moments will not change anything.

Seventh, People can choose to act against their conditioning.


Let’s use the example from the Pavlov experiment to address this disadvantage of
classical conditioning, but then apply it to people. An individual feels hunger pains in
their stomach every time that they smell a pot roast cooking in a slow cooker. They
begin to think of the potatoes, gravy, and vegetables, which only furthers the need to
eat something. A timer going off at this moment can create a trigger which stimulates
a similar physical response when it occurs every time the pot roast is cooking.
Then the individual remembers that they are trying to reach a specific weight goal for
their diet. They need to avoid protein because of the nutritional guidelines their
doctor prescribed to them. There is now a choice to be made: do you go with the
doctor’s environment or the conditioned biological one? People can ignore their
conditioned responses. It may still generate a specific reaction, but it does not
always translate into behavior.

Eighth, It provides a temporary effect when generating results.


Classic conditioning can create a positive response to a different stimulus that
receives linking to something enjoyable. It will also transfer that emotion for a finite
time. Pavlov discovered that associating a bell or whistle with the presentation of
food could cause a similar biological response once the connections were made, but
it would fade with constant use. If he kept ringing the bell several times without food,

Page 9 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

then the paired association of the items will end, which eliminates the physiological
response.
The same issue occurs with cravings. If you’re used to smoking a cigarette when you
get into your vehicle after work, then you will experience a robust urge to have one
every time you start to head home after the work day. When you force yourself into a
position where this outcome is no longer possible, then you will slowly reduce the
power of the cue until it is no longer present.

A final thought on classical conditioning advantages and disadvantages


Behaviorism is based on the assumption that all learning occurs through interactions
with a person’s environment. It must also assume that the behavior is shaped by the
environment itself. Classical conditioning involves placing a neutral signal before a
naturally-occurring reflex to create results. By associating a neutral stimulus with a
positive environmental one, both can begin to create a specific response for any
person or animal.
The problem that this learning method never addresses is the potential
problem with a neutral response. If a dog had an abusive owner who blew a whistle
as he hit the animal, then the sound of it would no longer create a neutral response.
It would instead incite fear that would transfer over to the food presented to the
animal, potentially causing the dog to stop eating.
These classical conditioning pros and cons show us that this response matrix
can create positive outcomes, but it can also become problematic when there are
unexpected results that occur. We must pay attention to what happens in the
environment around us to remain safe and make healthy choices. If we can
associate happy memories to specific situations, then we are more likely to recreate
those circumstances.

Theoretical Framework

The theoretical framework of Classical Conditioning and consider whether


humans can be classically conditioned. Learning is a fundamental part of life as we
are learning every day and without being able to learn we could not survive. In

Page 10 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

Psychology learning is generally about the different ways in which people learn and
how the formation is remembered rather than what is learned. Also people tend to
believe that learning is deliberate. The way psychologists look at it is that learning
isn’t necessarily deliberate and san be learned by observing the environment around
us. The definition of learning is gain of knowledge or skill by study. Learning cannot
be observed as it is a hypothetical construct but it can be observed by a person’s
behavior. This however isn’t a very reliable range of different things that can affect a
person’s behavior such as a drugs, fatigue, and hunger. Learning is thought to be
permanent but even permanent behavior can be influenced by other things such as
brain damage or puberty. A change in behavior, due to learning, is also thought to be
linked to a past experience. Therefore learning is defined by psychologists as ‘a
relatively permanent change in behavior due to past experience’ (Coon,1983)
John Watson proposed that the process of classical conditioning (based on Pavlov’)
was able to explain all aspects of human psychology. Watson decided to try and
Classically Condition humans. He did several different experiments with children in
particular by doing things like producing fears of various different things by
associating them with things that the child was genuinely afraid. There have been
several experiments with humans since Watson sees the different ways in which
humans can be classically conditioned. Some examples of these are curing fear and
phobias, getting a baby to turn its head and breastfeed from the sound of its
mother’s voice and also things like curing alcoholism and drug addiction. Classical
conditioning obviously works in humans as the UCR is always a reflex action that
cannot be controlled and the range of different controlled response is all controlled
by the nervous system.

Everything from speech to emotional responses was simply patterns of


stimulus and response. Watson denied completely the existence of the mind or
consciousness. Watson believed that all individual differences in behavior were due
to different experiences of learning. He famously said: "Give me a dozen healthy
infants, well-formed, and my own specified world to bring them up in and I'll
guarantee to take any one at random and train him to become any type of specialist I
might select - doctor, lawyer, artist, merchant-chief and, yes, even beggar-man and

Page 11 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

thief, regardless of his talents, penchants, tendencies, abilities, vocations and the
race of his ancestors” (Watson, 1924, p. 104).

Wenger and Williams (1935) were doing research in this general area when
they attempted to alter the likes and dislikes of human to certain foods by means of
classical conditioning. The reaction of children to a certain stimuli, such as vinegar,
was changed for dislike to indifference and even to liking by being paired repeatedly
with a very pleasant stimulus like chocolate.

Conceptual Framework

Dependent Variable Independent Variable

Behavior
Classical conditioning
Attitude

Statement of the Problem


This study aims to help the study to change their behavior by the use of
classical conditioning.
All of the above studies subsequent to (Coon,1983) Learning cannot be
observed as it is a hypothetical construct but it can be observed by a person’s
behavior. Learning is thought to be permanent but even permanent behavior can be
influenced by other things such as brain damage or puberty. A change in behavior,
due to learning, is also thought to be linked to a past experience. Therefore learning
is defined by psychologists as ‘a relatively permanent change in behavior due to past
experience’.
Everything from speech to emotional responses was simply patterns of
stimulus and response. Watson denied completely the existence of the mind or

Page 12 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

consciousness. Watson believed that all individual differences in behavior were due
to different experiences of learning. He famously said: "Give me a dozen healthy
infants, well-formed, and my own specified world to bring them up in and I'll
guarantee to take any one at random and train him to become any type of specialist I
might select - doctor, lawyer, artist, merchant-chief and, yes, even beggar-man and
thief, regardless of his talents, penchants, tendencies, abilities, vocations and the
race of his ancestors” (Watson, 1924, p. 104).
On the basis of the present evidence, it could be concluded that behavior of a
person has great effect on his learning. It is about how the person being trained that
and that it will be one the basis of what person he will become someday. In this
study a persons’ behavior will affect his future. In Proverbs 22:6 says that, “Train up
a child in the way he should go and when he is old he will not depart from it”. We as
teachers played an important role in the molding of our students’ behavior. Because
behavior played a very important role in our daily living.

Research Hypothesis
There is a possible changes in the behavior of the students through the use
classical conditioning.

The use of classical conditioning has a significance in the changes of the


behavior of the students.

G. Significance of the Study

It is therefore the researcher’s expectation that upon completion of this study, the
findings of the study will be beneficial to teachers,students, government and the
general public in more ways than one.

This research will also serve as a point of inquiry and reference for both students
and members of the public who want to know or carryout related study on this area.

Page 13 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

Classical conditioning emphasizes learning from our environment.


Instead of pursuing a vocation that you are passionate about in some way, it is not
unusual for someone to choose a career that helps them to achieve a specific goal
outside of their working life. You might decide to become an accountant because it
pays the bills. If you like to help others, then you could opt for becoming a social
worker. Classical conditioning says that who we are is a reflection of our
environment. People learn every day because of what happens in the world around
them. These processes allow us to change the world.
It suggests that nurturing is more critical to development than nature. Our
environment involves more than the physical surroundings that exist around each
person. The social interactions that we receive from family and friends each day
helps us to develop as well. Classical conditioning suggests that the reason why we
pursue specific outcomes is because the important people in our lives encouraged
us to do so.
This response to stimuli becomes a method of self-protection.
One of the unique qualities about the classical conditioning process is that it provides
individuals with an adaptive mechanism. We all choose behaviors or actions based
on what we perceive the outcome to be. There are not always moral or spiritual
elements to these choices as well. We follow our physical longings because of the
outside stimulus that is available more than we do our mental processes. Classical
conditioning argues that this creates an environment where outside stimuli is almost
always more powerful than anything internal.
It can help people to modify destructive behaviors. Classical conditioning is
often used in treatment programs because it can help individuals to see why they
make specific choices even if they want to take a different action. Smoking,
alcoholism, illicit drug use, and even sexual addiction can all see changes occur
when the therapies including systematic desensitization to the stimulus that triggers
a specific choice. Aversion therapy and flooding can encourage people to stay away
from their triggers as well, which then modifies the behavior because their
environment changes. The reality of classical conditioning is that we can choose our
environments, which means we make choices about our behaviors and actions at
the same time. Even when an outside party initiates this process, it can help us to

Page 14 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

get rid of bad habits quickly because they receive an association with an unpleasant
experience.
We can use it every day or receive it to create changes.
Classical conditioning applies in numerous ways throughout the environments
we encounter every day. When you see an advertisement that shows someone
enjoying one product and hating a competitor’s item, then this process is being
utilized to convince you to make a purchase. We look at the price of two items and
then choose the product which offers the most value to use in that moment. People
associate good and bad experiences with every action they take in life. If you get a
“bad taste in your mouth” for a specific brand, item, or concept, then the struggle to
change your mind is real. You feel a deep aversion to that situation because of the
negative experiences you encountered in the past.
It can be used to boost the positive feelings that individuals have to other
people.
Classical conditioning offers the potential to eliminate phobias.
There is a difference between hatred and fear. If you truly hate something, then you
will never be around it unless there is no other choice. Fear is an emotion that holds
you back. It is easy to confuse the two reactions when dealing with a phobia. The
reason why classical conditioning can help to treat various phobias is that it changes
the environment which triggers the response in the first place. It then repeats the cue
exposure in positive ways to address the anxiety which can surge through the body.
Over time, the stimulus loses its power to make you feel afraid, thereby causing the
phobia to begin reducing its influence in your life.

H. Scope and Limitations of the Study

The scope and limitations of this study is about the change in behavior by the
use classical conditioning. The total population of Grade 9 students in SPCIHS
School Year 2019- 2020 are 912 with the total of19 sections. I only choose my
advisory section who will be involved in this study about their change in behavior by
the use of classical conditioning.

Page 15 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

I. Definition of Terms
Classical conditioning is a type of learning that had a major influence on the school
of thought in psychology known as behaviorism.
behaviorism: An approach to psychology focusing on behavior, denying any
independent significance for the mind and assuming that behavior is determined by
the environment.
behavior therapy: An approach to psychotherapy that focuses on a set of methods
designed to reinforce desired behaviors and eliminate undesired behaviors, without
concerning itself with the psychoanalytic state of the subject.
condition: To shape the behavior of an individual or animal.
John B. Watson: (1878–1958) An American psychologist who established the
psychological school of behaviorism, and is known for his controversial “Little Albert”
experiment.
conditioning: The process of modifying behavior.

REVIEW OF RELATED LITERATURE

A change in behavior, due to learning, is also thought to be linked to a past


experience. Therefore learning is defined by psychologists as ‘a relatively permanent
change in behavior due to past experience’ (Coon,1983)
John Watson proposed that the process of classical conditioning (based on Pavlov’)
was able to explain all aspects of human psychology. Watson decided to try and
Classically Condition humans. He did several different experiments with children in
particular by doing things like producing fears of various different things by
associating them with things that the child was genuinely afraid. There have been
several experiments with humans since Watson sees the different ways in which
humans can be classically conditioned. Some examples of these are curing fear and
phobias, getting a baby to turn its head and breastfeed from the sound of its

Page 16 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

mother’s voice and also things like curing alcoholism and drug addiction. Classical
conditioning obviously works in humans as the UCR is always a reflex action that
cannot be controlled and the range of different controlled response is all controlled
by the nervous system.

Everything from speech to emotional responses was simply patterns of


stimulus and response. Watson denied completely the existence of the mind or
consciousness. Watson believed that all individual differences in behavior were due
to different experiences of learning. He famously said: "Give me a dozen healthy
infants, well-formed, and my own specified world to bring them up in and I'll
guarantee to take any one at random and train him to become any type of specialist I
might select - doctor, lawyer, artist, merchant-chief and, yes, even beggar-man and
thief, regardless of his talents, penchants, tendencies, abilities, vocations and the
race of his ancestors” (Watson, 1924, p. 104).

Wenger and Williams (1935) were doing research in this general area when
they attempted to alter the likes and dislikes of human to certain foods by means of
classical conditioning. The reaction of children to a certain stimuli, such as vinegar,
was changed for dislike to indifference and even to liking by being paired repeatedly
with a very pleasant stimulus like chocolate.

Page 17 of 18
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna

 Classical conditioning of human attitudes is similar to other peripheral attitude


change mechanisms in that conditioning should be more powerful when pre
exposure to and prior knowledge about the conditioned stimulus is low rather than
high. To test this hypothesis, neutral words (high prior knowledge) and
pronounceable non words (low prior knowledge) were matched in terms of subjects'
prior attitudes and served as the conditioned stimuli. Forty-three subjects
participated in a 2 (Gender: male, female) × 3 (CS-US contingency: word followed by
electric shock, nonword followed by electric shock, word and nonword paired
randomly with electric shock) × 2 (Experimental Stimulus: word, nonword) mixed-
model factorial design. As predicted, the classical conditioning of human attitudes
was more effective when nonwords than when words were followed by electric
shock. Experiment 2 was a simulation experiment in which 22 students from the
same subject pool read descriptions of the experimental conditions used in
Experiment 1 and responded to questions about (a) subjects' attitudes toward the
stimuli following the various CS-US contingencies, and (b) how the experimenter
wanted the subjects to rate the stimuli. Results revealed that subjects expected (and
believed the experimenter anticipated) simply that whatever stimulus was associated
with shock would also become disliked.

Classical Conditioning and consider whether humans can be classically conditioned.


Learning is a fundamental part of life as we are learning every day and without being
able to learn we could not survive. In Psychology learning is generally about the
different ways in which people learn and how the formation is remembered rather
than what is learned. Also people tend to believe that learning is deliberate. The way
psychologists look at it is that learning isn’t necessarily deliberate and can be
learned by observing the environment around us. The definition of learning is gain of
knowledge or skill by study. Learning cannot be observed as it is a hypothetical
construct but it can be observed by a person’s behavior.

Page 18 of 18

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