Classical Conditioning

behavioural theory.. pavlov concept

1. ClassiCal
Conditioning
Shinto Antony
S
3
MBA

2. Behavioral Learning Theory
According to the behaviorists, learning can
be defined as “the relatively permanent
change in behavior brought about as a
result of experience or practice.”
Behaviorists recognize that learning is an
internal event.

3. Behavioral Learning Theory
• The term "learning theory" is often
associated with the behavioral view.
• The focus of the behavioral approach is on
how the environment impacts overt
behavior.

4. Behavioral Learning Theory
The behavioral learning theory is
represented as an S-R paradigm. The
organism is treated as a “black box.” We
only know what is going on inside the box
by the organism’s response.
Stimulus
(S)
Organism
(O)
Response
(R)

5. Behavioral Learning Theory
There are three types of behavioral
learning theories:
• Contiguity theory
• Classical or respondent conditioning
theory
• Operant or instrumental conditioning
theory

6. Classical Conditioning Theory
Classical conditioning was the first type of
learning to be discovered and studied within
the behaviorist tradition. Conditioning is a
kind of response build up through repeated
exposure.
The major theorist in the development of
classical conditioning is Ivan Pavlov, a
Russian scientist trained in biology and
medicine .

7. Classical Conditioning Theory
Pavlov was studying the digestive system of dogs
and became intrigued with his observation that
dogs deprived of food began to salivate when one of
his assistants walked into the room.
He began to investigate this phenomena and
established the laws of classical conditioning.

8. Classical Conditioning Theory
• General model: Stimulus (S) elicits
>Response (R)
• Classical conditioning starts with a reflex (R):
an innate, involuntary behavior.
• This involuntary behavior is elicited or caused
by an antecedent environmental event.

9. Classical Conditioning Theory
The specific model for classical conditioning
is:
• A stimulus will naturally (without learning)
elicit or bring about a reflexive response
• Unconditioned Stimulus (US) elicits >
Unconditioned Response (UR)

10. Classical Conditioning Theory
The specific model for classical conditioning
is:
• Neutral Stimulus (NS) --- does not elicit
the response of interest
• This stimulus is a neutral stimulus
since it does not elicit the Unconditioned
(or reflexive) Response.

12. Classical Conditioning Theory
The Neutral/Orientiing Stimulus (NS) is
repeatedly paired with the
Unconditioned/Natural Stimulus (US).

14. Classical Conditioning Theory
• The Neutral Stimulus (NS) is transformed
into a Conditioned Stimulus (CS).
• That is, when the CS is presented by itself, it
elicits or causes the CR .

16. Major types of classical
conditioning

17. Classical Conditioning Theory
•Forward conditioning: During forward conditioning the
onset of the CS precedes the onset of the US. Two
common forms of forward conditioning are delay and trace
conditioning.
•Delay Conditioning: In delay conditioning the CS is
presented and is overlapped by the presentation of the US
•Trace conditioning: During trace conditioning the CS and
US do not overlap. Instead, the CS is presented, a period of
time is allowed to elapse during which no stimuli are
presented, and then the US is presented. The stimulus free
period is called the trace interval. It may also be called the
"conditioning interval"

18. Classical Conditioning Theory
•Simultaneous conditioning: During simultaneous
conditioning, the CS and US are presented and terminated
at the same time.
• Backward conditioning: Backward conditioning occurs
when a conditioned stimulus immediately follows an
unconditioned stimulus. Unlike traditional conditioning
models, in which the conditioned stimulus precedes the
unconditioned stimulus, the conditioned response tends to
be inhibitory. This is because the conditioned stimulus
serves as a signal that the unconditioned stimulus has
ended, rather than a reliable method of predicting the
future occurrence of the unconditioned stimulus

19. Classical Conditioning Theory
•Temporal conditioning: The US is presented at
regularly timed intervals, and CR acquisition is
dependent upon correct timing of the interval
between US presentations. The background, or
context, can serve as the CS in this example.
•Unpaired conditioning: The CS and US are not
presented together. Usually they are presented as
independent trials that are separated by a variable,
or pseudo-random, interval. This procedure is
used to study non-associative behavioral
responses, such as sensitization

20. Classical Conditioning Theory
APPLICATIONS
•Repetition of advertisements
•Stimulus generalization
•Stimulus discrimination

21. Classical Conditioning Theory
Repetition
•Repetition increases the strength of the
association between conditioned stimulus and
an unconditioned stimulus and slows the
process of forgetting.

22. Classical Conditioning Theory
Stimulus generalization
•This tells that learning depends on not only
repetition but also on the ability to generalize.
This is the reason for success of imitative
products.
•Eg: family branding

23. Classical Conditioning Theory
Stimulus discrimination
•It is the opposite of stimulus generalization and
results in selection of a specific stimulus from
among similar stimuli. It is the basis for unique
positioning of product or brand.

24. Thank you