Real World Application of Classical Conditioning

How does classical conditioning work in the real world? Consider the case of Moisha, who was diagnosed with cancer. When she received her first chemotherapy treatment, she vomited shortly after the chemicals were injected. In fact, every trip to the doctor for chemotherapy treatment shortly after the drugs were injected, she vomited. Moisha’s treatment was a success and her cancer went into remission. Now, when she visits her oncologist’s office every 6 months for a check-up, she becomes nauseous. In this case, the chemotherapy drugs are the unconditioned stimulus (UCS), vomiting is the unconditioned response (UCR), the doctor’s office is the conditioned stimulus (CS) after being paired with the UCS, and nausea is the conditioned response (CR). Let’s assume that the chemotherapy drugs that Moisha takes are given through a syringe injection. After entering the doctor’s office, Moisha sees a syringe, and then gets her medication. In addition to the doctor’s office, Moisha will learn to associate the syringe will the medication and will respond to syringes with nausea. This is an example of higher-order (or second-order) conditioning, when the conditioned stimulus (the doctor’s office) serves to condition another stimulus (the syringe). It is hard to achieve anything above second-order conditioning. For example, if someone rang a bell every time Moisha received a syringe injection of chemotherapy drugs in the doctor’s office, Moisha likely will never get sick in response to the bell.

Consider another example of classical conditioning. Let’s say you have a cat named Tiger, who is quite spoiled. You keep her food in a separate cabinet, and you also have a special electric can opener that you use only to open cans of cat food. For every meal, Tiger hears the distinctive sound of the electric can opener (“zzhzhz”) and then gets her food. Tiger quickly learns that when she hears “zzhzhz” she is about to get fed. What do you think Tiger does when she hears the electric can opener? She will likely get excited and run to where you are preparing her food. This is an example of classical conditioning. In this case, what are the UCS, CS, UCR, and CR?

What if the cabinet holding Tiger’s food becomes squeaky? In that case, Tiger hears “squeak” (the cabinet), “zzhzhz” (the electric can opener), and then she gets her food. Tiger will learn to get excited when she hears the “squeak” of the cabinet. Pairing a new neutral stimulus (“squeak”) with the conditioned stimulus (“zzhzhz”) is called higher-order conditioning, or second-order conditioning. This means you are using the conditioned stimulus of the can opener to condition another stimulus: the squeaky cabinet (Figure 6.5). It is hard to achieve anything above second-order conditioning. For example, if you ring a bell, open the cabinet (“squeak”), use the can opener (“zzhzhz”), and then feed Tiger, Tiger will likely never get excited when hearing the bell alone.

EVERYDAY CONNECTION

Classical Conditioning at Stingray City

Kate and her spouse recently vacationed in the Cayman Islands, and booked a boat tour to Stingray City, where they could feed and swim with the southern stingrays. The boat captain explained how the normally solitary stingrays have become accustomed to interacting with humans. About 40 years ago, fishermen began to clean fish and conch (unconditioned stimulus) at a particular sandbar near a barrier reef, and large numbers of stingrays would swim in to eat (unconditioned response) what the fishermen threw into the water; this continued for years. By the late 1980s, word of the large group of stingrays spread among scuba divers, who then started feeding them by hand. Over time, the southern stingrays in the area were classically conditioned much like Pavlov’s dogs. When they hear the sound of a boat engine (neutral stimulus that becomes a conditioned stimulus), they know that they will get to eat (conditioned response).

As soon as they reached Stingray City, over two dozen stingrays surrounded their tour boat. The couple slipped into the water with bags of squid, the stingrays’ favorite treat. The swarm of stingrays bumped and rubbed up against their legs like hungry cats (Figure 6.6). Kate was able to feed, pet, and even kiss (for luck) these amazing creatures. Then all the squid was gone, and so were the stingrays.

 

Classical conditioning also applies to humans, even babies. For example, Sara buys formula in blue canisters for her six-month-old daughter, Angelina. Whenever Sara takes out a formula container, Angelina gets excited, tries to reach toward the food, and most likely salivates. Why does Angelina get excited when she sees the formula canister? What are the UCS, CS, UCR, and CR here?

So far, all of the examples have involved food, but classical conditioning extends beyond the basic need to be fed. Consider our earlier example of a dog whose owners install an invisible electric dog fence. A small electrical shock (unconditioned stimulus) elicits discomfort (unconditioned response). When the unconditioned stimulus (shock) is paired with a neutral stimulus (the edge of a yard), the dog associates the discomfort (unconditioned response) with the edge of the yard (conditioned stimulus) and stays within the set boundaries. In this example, the edge of the yard elicits fear and anxiety in the dog. Fear and anxiety are the conditioned response.

Now that you know how classical conditioning works and have seen several examples, let’s take a look at some of the general processes involved. In classical conditioning, the initial period of learning is known as acquisition, when an organism learns to connect a neutral stimulus and an unconditioned stimulus. During acquisition, the neutral stimulus begins to elicit the conditioned response, and eventually the neutral stimulus becomes a conditioned stimulus capable of eliciting the conditioned response by itself. Timing is important for conditioning to occur. Typically, there should only be a brief interval between presentation of the conditioned stimulus and the unconditioned stimulus. Depending on what is being conditioned, sometimes this interval is as little as five seconds (Chance, 2009). However, with other types of conditioning, the interval can be up to several hours.

Taste aversion is a type of conditioning in which an interval of several hours may pass between the conditioned stimulus (something ingested) and the unconditioned stimulus (nausea or illness). Here’s how it works. Between classes, you and a friend grab a quick lunch from a food cart on campus. You share a dish of chicken curry and head off to your next class. A few hours later, you feel nauseous and become ill. Although your friend is fine and you determine that you have intestinal flu (the food is not the culprit), you’ve developed a taste aversion; the next time you are at a restaurant and someone orders curry, you immediately feel ill. While the chicken dish is not what made you sick, you are experiencing taste aversion: you’ve been conditioned to be averse to a food after a single, bad experience.

How does this occur—conditioning based on a single instance and involving an extended time lapse between the event and the negative stimulus? Research into taste aversion suggests that this response may be an evolutionary adaptation designed to help organisms quickly learn to avoid harmful foods (Garcia & Rusiniak, 1980; Garcia & Koelling, 1966). Not only may this contribute to species survival via natural selection, but it may also help us develop strategies for challenges such as helping cancer patients through the nausea induced by certain treatments (Holmes, 1993; Jacobsen et al., 1993; Hutton, Baracos, & Wismer, 2007; Skolin et al., 2006). Garcia and Koelling (1966) showed not only that taste aversions could be conditioned, but also that there were biological constraints to learning. In their study, separate groups of rats were conditioned to associate either a flavor with illness, or lights and sounds with illness. Results showed that all rats exposed to flavor-illness pairings learned to avoid the flavor, but none of the rats exposed to lights and sounds with illness learned to avoid lights or sounds. This added evidence to the idea that classical conditioning could contribute to species survival by helping organisms learn to avoid stimuli that posed real dangers to health and welfare.

Robert Rescorla demonstrated how powerfully an organism can learn to predict the UCS from the CS. Take, for example, the following two situations. Ari’s dad always has dinner on the table every day at 6:00. Soraya’s mom switches it up so that some days they eat dinner at 6:00, some days they eat at 5:00, and other days they eat at 7:00. For Ari, 6:00 reliably and consistently predicts dinner, so Ari will likely start feeling hungry every day right before 6:00, even if he’s had a late snack. Soraya, on the other hand, will be less likely to associate 6:00 with dinner, since 6:00 does not always predict that dinner is coming. Rescorla, along with his colleague at Yale University, Alan Wagner, developed a mathematical formula that could be used to calculate the probability that an association would be learned given the ability of a conditioned stimulus to predict the occurrence of an unconditioned stimulus and other factors; today this is known as the Rescorla-Wagner model (Rescorla & Wagner, 1972)

Once we have established the connection between the unconditioned stimulus and the conditioned stimulus, how do we break that connection and get the dog, cat, or child to stop responding? In Tiger’s case, imagine what would happen if you stopped using the electric can opener for her food and began to use it only for human food. Now, Tiger would hear the can opener, but she would not get food. In classical conditioning terms, you would be giving the conditioned stimulus, but not the unconditioned stimulus. Pavlov explored this scenario in his experiments with dogs: sounding the tone without giving the dogs the meat powder. Soon the dogs stopped responding to the tone. Extinction is the decrease in the conditioned response when the unconditioned stimulus is no longer presented with the conditioned stimulus. When presented with the conditioned stimulus alone, the dog, cat, or other organism would show a weaker and weaker response, and finally no response. In classical conditioning terms, there is a gradual weakening and disappearance of the conditioned response.

What happens when learning is not used for a while—when what was learned lies dormant? As we just discussed, Pavlov found that when he repeatedly presented the bell (conditioned stimulus) without the meat powder (unconditioned stimulus), extinction occurred; the dogs stopped salivating to the bell. However, after a couple of hours of resting from this extinction training, the dogs again began to salivate when Pavlov rang the bell. What do you think would happen with Tiger’s behavior if your electric can opener broke, and you did not use it for several months? When you finally got it fixed and started using it to open Tiger’s food again, Tiger would remember the association between the can opener and her food—she would get excited and run to the kitchen when she heard the sound. The behavior of Pavlov’s dogs and Tiger illustrates a concept Pavlov called spontaneous recovery: the return of a previously extinguished conditioned response following a rest period (Figure 6.7).

Acquisition and extinction involve the strengthening and weakening, respectively, of a learned association. Two other learning processes—stimulus discrimination and stimulus generalization—are involved in determining which stimuli will trigger learned responses. Animals (including humans) need to distinguish between stimuli—for example, between sounds that predict a threatening event and sounds that do not—so that they can respond appropriately (such as running away if the sound is threatening). When an organism learns to respond differently to various stimuli that are similar, it is called stimulus discrimination. In classical conditioning terms, the organism demonstrates the conditioned response only to the conditioned stimulus. Pavlov’s dogs discriminated between the basic tone that sounded before they were fed and other tones (e.g., the doorbell), because the other sounds did not predict the arrival of food. Similarly, Tiger, the cat, discriminated between the sound of the can opener and the sound of the electric mixer. When the electric mixer is going, Tiger is not about to be fed, so she does not come running to the kitchen looking for food. In our other example, Moisha, the cancer patient, discriminated between oncologists and other types of doctors. She learned not to feel ill when visiting doctors for other types of appointments, such as her annual physical.

On the other hand, when an organism demonstrates the conditioned response to stimuli that are similar to the condition stimulus, it is called stimulus generalization, the opposite of stimulus discrimination. The more similar a stimulus is to the condition stimulus, the more likely the organism is to give the conditioned response. For instance, if the electric mixer sounds very similar to the electric can opener, Tiger may come running after hearing its sound. But if you do not feed her following the electric mixer sound, and you continue to feed her consistently after the electric can opener sound, she will quickly learn to discriminate between the two sounds (provided they are sufficiently dissimilar that she can tell them apart). In our other example, Moisha continued to feel ill whenever visiting other oncologists or other doctors in the same building as her oncologist.

Behaviorism

John B. Watson, shown in Figure 6.8, is considered the founder of behaviorism. Behaviorism is a school of thought that arose during the first part of the 20th century, which incorporates elements of Pavlov’s classical conditioning (Hunt, 2007). In stark contrast with Freud, who considered the reasons for behavior to be hidden in the unconscious, Watson championed the idea that all behavior can be studied as a simple stimulus-response reaction, without regard for internal processes. Watson argued that in order for psychology to become a legitimate science, it must shift its concern away from internal mental processes because mental processes cannot be seen or measured. Instead, he asserted that psychology must focus on outward observable behavior that can be measured.

In 1920, Watson was the chair of the psychology department at Johns Hopkins University. Through his position at the university he came to meet Little Albert’s mother, Arvilla Merritte, who worked at a campus hospital (DeAngelis, 2010). Watson offered her a dollar to allow her son to be the subject of his experiments in classical conditioning. Through these experiments, Little Albert was exposed to and conditioned to fear certain things. Initially he was presented with various neutral stimuli, including a rabbit, a dog, a monkey, masks, cotton wool, and a white rat. He was not afraid of any of these things. Then Watson, with the help of Rayner, conditioned Little Albert to associate these stimuli with an emotion—fear. For example, Watson handed Little Albert the white rat, and Little Albert enjoyed playing with it. Then Watson made a loud sound, by striking a hammer against a metal bar hanging behind Little Albert’s head, each time Little Albert touched the rat. Little Albert was frightened by the sound—demonstrating a reflexive fear of sudden loud noises—and began to cry. Watson repeatedly paired the loud sound with the white rat. Soon Little Albert became frightened by the white rat alone. In this case, what are the UCS, CS, UCR, and CR? Days later, Little Albert demonstrated stimulus generalization—he became afraid of other furry things: a rabbit, a furry coat, and even a Santa Claus mask (Figure 6.9). Watson had succeeded in conditioning a fear response in Little Albert, thus demonstrating that emotions could become conditioned responses. It had been Watson’s intention to produce a phobia—a persistent, excessive fear of a specific object or situation— through conditioning alone, thus countering Freud’s view that phobias are caused by deep, hidden conflicts in the mind. However, there is no evidence that Little Albert experienced phobias in later years. Little Albert’s mother moved away, ending the experiment. While Watson’s research provided new insight into conditioning, it would be considered unethical by today’s standards.

Reinforcement

The most effective way to teach a person or animal a new behavior is with positive reinforcement. In positive reinforcement, a desirable stimulus is added to increase a behavior.

For example, you tell your five-year-old son, Jerome, that if he cleans his room, he will get a toy. Jerome quickly cleans his room because he wants a new art set. Let’s pause for a moment. Some people might say, “Why should I reward my child for doing what is expected?” But in fact we are constantly and consistently rewarded in our lives. Our paychecks are rewards, as are high grades and acceptance into our preferred school. Being praised for doing a good job and for passing a driver’s test is also a reward. Positive reinforcement as a learning tool is extremely effective. It has been found that one of the most effective ways to increase achievement in school districts with below-average reading scores was to pay the children to read. Specifically, second-grade students in Dallas were paid $2 each time they read a book and passed a short quiz about the book. The result was a significant increase in reading comprehension (Fryer, 2010). What do you think about this program? If Skinner were alive today, he would probably think this was a great idea. He was a strong proponent of using operant conditioning principles to influence students’ behavior at school. In fact, in addition to the Skinner box, he also invented what he called a teaching machine that was designed to reward small steps in learning (Skinner, 1961)—an early forerunner of computer-assisted learning. His teaching machine tested students’ knowledge as they worked through various school subjects. If students answered questions correctly, they received immediate positive reinforcement and could continue; if they answered incorrectly, they did not receive any reinforcement. The idea was that students would spend additional time studying the material to increase their chance of being reinforced the next time (Skinner, 1961).

In negative reinforcement, an undesirable stimulus is removed to increase a behavior. For example, car manufacturers use the principles of negative reinforcement in their seatbelt systems, which go “beep, beep, beep” until you fasten your seatbelt. The annoying sound stops when you exhibit the desired behavior, increasing the likelihood that you will buckle up in the future. Negative reinforcement is also used frequently in horse training. Riders apply pressure—by pulling the reins or squeezing their legs—and then remove the pressure when the horse performs the desired behavior, such as turning or speeding up. The pressure is the negative stimulus that the horse wants to remove.

Punishment

Many people confuse negative reinforcement with punishment in operant conditioning, but they are two very different mechanisms. Remember that reinforcement, even when it is negative, always increases a behavior. In contrast, punishment always decreases a behavior. In positive punishment, you add an undesirable stimulus to decrease a behavior. An example of positive punishment is scolding a student to get the student to stop texting in class. In this case, a stimulus (the reprimand) is added in order to decrease the behavior (texting in class). In negative punishment, you remove a pleasant stimulus to decrease behavior. For example, when a child misbehaves, a parent can take away a favorite toy. In this case, a stimulus (the toy) is removed in order to decrease the behavior.

Punishment, especially when it is immediate, is one way to decrease undesirable behavior. For example, imagine your four-year-old son, Brandon, hit his younger brother. You have Brandon write 100 times “I will not hit my brother” (positive punishment). Chances are he won’t repeat this behavior. While strategies like this are common today, in the past children were often subject to physical punishment, such as spanking. It’s important to be aware of some of the drawbacks in using physical punishment on children. First, punishment may teach fear. Brandon may become fearful of the street, but he also may become fearful of the person who delivered the punishment—you, his parent. Similarly, children who are punished by teachers may come to fear the teacher and try to avoid school (Gershoff et al., 2010). Consequently, most schools in the United States have banned corporal punishment. Second, punishment may cause children to become more aggressive and prone to antisocial behavior and delinquency (Gershoff, 2002). They see their parents resort to spanking when they become angry and frustrated, so, in turn, they may act out this same behavior when they become angry and frustrated. For example, because you spank Brenda when you are angry with her for her misbehavior, she might start hitting her friends when they won’t share their toys.

While positive punishment can be effective in some cases, Skinner suggested that the use of punishment should be weighed against the possible negative effects. Today’s psychologists and parenting experts favor reinforcement over punishment—they recommend that you catch your child doing something good and reward her for it.

Primary and Secondary Reinforcers

Rewards such as stickers, praise, money, toys, and more can be used to reinforce learning. Let’s go back to Skinner’s rats again. How did the rats learn to press the lever in the Skinner box? They were rewarded with food each time they pressed the lever. For animals, food would be an obvious reinforcer.

What would be a good reinforcer for humans? For your child Chris, it was the promise of a toy when they cleaned their room. How about Sydney, the soccer player? If you gave Sydney a piece of candy every time Sydney scored a goal, you would be using a primary reinforcer. Primary reinforcers are reinforcers that have innate reinforcing qualities. These kinds of reinforcers are not learned. Water, food, sleep, shelter, sex, and touch, among others, are primary reinforcers. Pleasure is also a primary reinforcer. Organisms do not lose their drive for these things. For most people, jumping in a cool lake on a very hot day would be reinforcing and the cool lake would be innately reinforcing—the water would cool the person off (a physical need), as well as provide pleasure.

A secondary reinforcer has no inherent value and only has reinforcing qualities when linked with a primary reinforcer. Praise, linked to affection, is one example of a secondary reinforcer, as when you called out “Great shot!” every time Sydney made a goal. Another example, money, is only worth something when you can use it to buy other things—either things that satisfy basic needs (food, water, shelter—all primary reinforcers) or other secondary reinforcers. If you were on a remote island in the middle of the Pacific Ocean and you had stacks of money, the money would not be useful if you could not spend it. What about the stickers on the behavior chart? They also are secondary reinforcers.

Sometimes, instead of stickers on a sticker chart, a token is used. Tokens, which are also secondary reinforcers, can then be traded in for rewards and prizes. Entire behavior management systems, known as token economies, are built around the use of these kinds of token reinforcers. Token economies have been found to be very effective at modifying behavior in a variety of settings such as schools, prisons, and mental hospitals. For example, a study by Cangi and Daly (2013) found that use of a token economy increased appropriate social behaviors and reduced inappropriate behaviors in a group of autistic school children. Autistic children tend to exhibit disruptive behaviors such as pinching and hitting. When the children in the study exhibited appropriate behavior (not hitting or pinching), they received a “quiet hands” token. When they hit or pinched, they lost a token. The children could then exchange specified amounts of tokens for minutes of playtime.

EVERYDAY CONNECTION

Behavior Modification in Children

Parents and teachers often use behavior modification to change a child’s behavior. Behavior modification uses the principles of operant conditioning to accomplish behavior change so that undesirable behaviors are switched for more socially acceptable ones. Some teachers and parents create a sticker chart, in which several behaviors are listed (Figure 6.11). Sticker charts are a form of token economies, as described in the text. Each time children perform the behavior, they get a sticker, and after a certain number of stickers, they get a prize, or reinforcer. The goal is to increase acceptable behaviors and decrease misbehavior. Remember, it is best to reinforce desired behaviors, rather than to use punishment. In the classroom, the teacher can reinforce a wide range of behaviors, from students raising their hands, to walking quietly in the hall, to turning in their homework. At home, parents might create a behavior chart that rewards children for things such as putting away toys, brushing their teeth, and helping with dinner. In order for behavior modification to be effective, the reinforcement needs to be connected with the behavior; the reinforcement must matter to the child and be done consistently.

 

Time-out is another popular technique used in behavior modification with children. It operates on the principle of negative punishment. When a child demonstrates an undesirable behavior, she is removed from the desirable activity at hand (Figure 6.12). For example, say that Sophia and her brother Mario are playing with building blocks. Sophia throws some blocks at her brother, so you give her a warning that she will go to time-out if she does it again. A few minutes later, she throws more blocks at Mario. You remove Sophia from the room for a few minutes. When she comes back, she doesn’t throw blocks.

There are several important points that you should know if you plan to implement time-out as a behavior modification technique. First, make sure the child is being removed from a desirable activity and placed in a less desirable location. If the activity is something undesirable for the child, this technique will backfire because it is more enjoyable for the child to be removed from the activity. Second, the length of the time-out is important. The general rule of thumb is one minute for each year of the child’s age. Sophia is five; therefore, she sits in a time-out for five minutes. Setting a timer helps children know how long they have to sit in time-out. Finally, as a caregiver, keep several guidelines in mind over the course of a time-out: remain calm when directing your child to time-out; ignore your child during time-out (because caregiver attention may reinforce misbehavior); and give the child a hug or a kind word when time-out is over.

 

Reinforcement Schedules

Remember, the best way to teach a person or animal a behavior is to use positive reinforcement. For example, Skinner used positive reinforcement to teach rats to press a lever in a Skinner box. At first, the rat might randomly hit the lever while exploring the box, and out would come a pellet of food. After eating the pellet, what do you think the hungry rat did next? It hit the lever again, and received another pellet of food. Each time the rat hit the lever, a pellet of food came out. When an organism receives a reinforcer each time it displays a behavior, it is called continuous reinforcement. This reinforcement schedule is the quickest way to teach someone a behavior, and it is especially effective in training a new behavior. Let’s look back at the dog that was learning to sit earlier in the chapter. Now, each time he sits, you give him a treat. Timing is important here: you will be most successful if you present the reinforcer immediately after he sits, so that he can make an association between the target behavior (sitting) and the consequence (getting a treat).

Once a behavior is trained, researchers and trainers often turn to another type of reinforcement schedule—partial reinforcement. In partial reinforcement, also referred to as intermittent reinforcement, the person or animal does not get reinforced every time they perform the desired behavior. There are several different types of partial reinforcement schedules (Table 6.3). These schedules are described as either fixed or variable, and as either interval or ratio. Fixed refers to the number of responses between reinforcements, or the amount of time between reinforcements, which is set and unchanging. Variable refers to the number of responses or amount of time between reinforcements, which varies or changes. Interval means the schedule is based on the time between reinforcements, and ratio means the schedule is based on the number of responses between reinforcements.

Now let’s combine these four terms. A fixed interval reinforcement schedule is when behavior is rewarded after a set amount of time. For example, June undergoes major surgery in a hospital. During recovery, she is expected to experience pain and will require prescription medications for pain relief. June is given an IV drip with a patient-controlled painkiller. Her doctor sets a limit: one dose per hour. June pushes a button when pain becomes difficult, and she receives a dose of medication. Since the reward (pain relief) only occurs on a fixed interval, there is no point in exhibiting the behavior when it will not be rewarded.

With a variable interval reinforcement schedule, the person or animal gets the reinforcement based on varying amounts of time, which are unpredictable. Say that Manuel is the manager at a fast-food restaurant. Every once in a while someone from the quality control division comes to Manuel’s restaurant. If the restaurant is clean and the service is fast, everyone on that shift earns a $20 bonus. Manuel never knows when the quality control person will show up, so he always tries to keep the restaurant clean and ensures that his employees provide prompt and courteous service. His productivity regarding prompt service and keeping a clean restaurant are steady because he wants his crew to earn the bonus.

With a fixed ratio reinforcement schedule, there are a set number of responses that must occur before the behavior is rewarded. Carla sells glasses at an eyeglass store, and she earns a commission every time she sells a pair of glasses. She always tries to sell people more pairs of glasses, including prescription sunglasses or a backup pair, so she can increase her commission. She does not care if the person really needs the prescription sunglasses, Carla just wants her bonus. The quality of what Carla sells does not matter because her commission is not based on quality; it’s only based on the number of pairs sold. This distinction in the quality of performance can help determine which reinforcement method is most appropriate for a particular situation. Fixed ratios are better suited to optimize the quantity of output, whereas a fixed interval, in which the reward is not quantity based, can lead to a higher quality of output.

In a variable ratio reinforcement schedule, the number of responses needed for a reward varies. This is the most powerful partial reinforcement schedule. An example of the variable ratio reinforcement schedule is gambling. Imagine that Sarah—generally a smart, thrifty woman—visits Las Vegas for the first time. She is not a gambler, but out of curiosity she puts a quarter into the slot machine, and then another, and another. Nothing happens. Two dollars in quarters later, her curiosity is fading, and she is just about to quit. But then, the machine lights up, bells go off, and Sarah gets 50 quarters back. That’s more like it! Sarah gets back to inserting quarters with renewed interest, and a few minutes later she has used up all her gains and is $10 in the hole. Now might be a sensible time to quit. And yet, she keeps putting money into the slot machine because she never knows when the next reinforcement is coming. She keeps thinking that with the next quarter she could win $50, or $100, or even more. Because the reinforcement schedule in most types of gambling has a variable ratio schedule, people keep trying and hoping that the next time they will win big. This is one of the reasons that gambling is so addictive—and so resistant to extinction.

In operant conditioning, extinction of a reinforced behavior occurs at some point after reinforcement stops, and the speed at which this happens depends on the reinforcement schedule. In a variable ratio schedule, the point of extinction comes very slowly, as described above. But in the other reinforcement schedules, extinction may come quickly. For example, if June presses the button for the pain relief medication before the allotted time her doctor has approved, no medication is administered. She is on a fixed interval reinforcement schedule (dosed hourly), so extinction occurs quickly when reinforcement doesn’t come at the expected time. Among the reinforcement schedules, variable ratio is the most productive and the most resistant to extinction. Fixed interval is the least productive and the easiest to extinguish (Figure 6.13).

Strict behaviorists like Watson and Skinner focused exclusively on studying behavior rather than cognition (such as thoughts and expectations). In fact, Skinner was such a staunch believer that cognition didn’t matter that his ideas were considered radical behaviorism. Skinner considered the mind a “black box”—something completely unknowable—and, therefore, something not to be studied. However, another behaviorist, Edward C. Tolman, had a different opinion. Tolman’s experiments with rats demonstrated that organisms can learn even if they do not receive immediate reinforcement (Tolman & Honzik, 1930; Tolman, Ritchie, & Kalish, 1946). This finding was in conflict with the prevailing idea at the time that reinforcement must be immediate in order for learning to occur, thus suggesting a cognitive aspect to learning.

In the experiments, Tolman placed hungry rats in a maze with no reward for finding their way through it. He also studied a comparison group that was rewarded with food at the end of the maze. As the unreinforced rats explored the maze, they developed a cognitive map: a mental picture of the layout of the maze (Figure 6.15). After 10 sessions in the maze without reinforcement, food was placed in a goal box at the end of the maze. As soon as the rats became aware of the food, they were able to find their way through the maze quickly, just as quickly as the comparison group, which had been rewarded with food all along. This is known as latent learning: learning that occurs but is not observable in behavior until there is a reason to demonstrate it.

By the end of this section, you will be able to:

• Define observational learning
• Discuss the steps in the modeling process
• Explain the prosocial and antisocial effects of observational learning

Previous sections of this chapter focused on classical and operant conditioning, which are forms of associative learning. In observational learning, we learn by watching others and then imitating, or modeling, what they do or say. For instance, have you ever gone to YouTube to find a video showing you how to do something? The individuals performing the imitated behavior are called models. Research suggests that this imitative learning involves a specific type of neuron, called a mirror neuron (Hickock, 2010; Rizzolatti, Fadiga, Fogassi, & Gallese, 2002; Rizzolatti, Fogassi, & Gallese, 2006).

Humans and other animals are capable of observational learning. As you will see, the phrase “monkey see, monkey do” really is accurate (Figure 6.16). The same could be said about other animals. For example, in a study of social learning in chimpanzees, researchers gave juice boxes with straws to two groups of captive chimpanzees. The first group dipped the straw into the juice box, and then sucked on the small amount of juice at the end of the straw. The second group sucked through the straw directly, getting much more juice. When the first group, the “dippers,” observed the second group, “the suckers,” what do you think happened? All of the “dippers” in the first group switched to sucking through the straws directly. By simply observing the other chimps and modeling their behavior, they learned that this was a more efficient method of getting juice (Yamamoto, Humle, and Tanaka, 2013).

 

LINK TO LEARNING: Are chimps smarter than children?  Watch this video showing chimps and children performing tasks and contemplate who performed the task better.  How about quicker?

 

Imitation is much more obvious in humans, but is imitation really the sincerest form of flattery? Consider Claire’s experience with observational learning. Claire’s nine-year-old son, Jay, was getting into trouble at school and was defiant at home. Claire feared that Jay would end up like her brothers, two of whom were in prison. One day, after yet another bad day at school and another negative note from the teacher, Claire, at her wit’s end, beat her son with a belt to get him to behave. Later that night, as she put her children to bed, Claire witnessed her four-year-old daughter, Anna, take a belt to her teddy bear and whip it. Claire was horrified, realizing that Anna was imitating her mother. It was then that Claire knew she wanted to discipline her children in a different manner.

Like Tolman, whose experiments with rats suggested a cognitive component to learning, psychologist Albert Bandura’s ideas about learning were different from those of strict behaviorists. Bandura and other researchers proposed a brand of behaviorism called social learning theory, which took cognitive processes into account. According to Bandura, pure behaviorism could not explain why learning can take place in the absence of external reinforcement. He felt that internal mental states must also have a role in learning and that observational learning involves much more than imitation. In imitation, a person simply copies what the model does. Observational learning is much more complex. According to Lefrançois (2012) there are several ways that observational learning can occur:

1. You learn a new response. After watching your coworker get chewed out by your boss for coming in late, you start leaving home 10 minutes earlier so that you won’t be late.
2. You choose whether or not to imitate the model depending on what you saw happen to the model. Remember Julian and his father? When learning to surf, Julian might watch how his father pops up successfully on his surfboard and then attempt to do the same thing. On the other hand, Julian might learn not to touch a hot stove after watching his father get burned on a stove.
3. You learn a general rule that you can apply to other situations.

Bandura identified three kinds of models: live, verbal, and symbolic. A live model demonstrates a behavior in person, as when Ben stood up on his surfboard so that Julian could see how he did it. A verbal instructional model does not perform the behavior, but instead explains or describes the behavior, as when a soccer coach tells his young players to kick the ball with the side of the foot, not with the toe. A symbolic model can be fictional characters or real people who demonstrate behaviors in books, movies, television shows, video games, or Internet sources (Figure 6.17).

 

LINK TO LEARNING: Latent learning and modeling are used all the time in the world of marketing and advertising. This Ford commercial starring Derek Jeter played for months across the New York, New Jersey, and Connecticut areas. Jeter is an award-winning baseball player for the New York Yankees. The commercial aired in a part of the country where Jeter is an incredibly well-known athlete. He is wealthy, and considered very loyal and good looking. What message are the advertisers sending by having him featured in the ad? How effective do you think it is?

Steps in the Modeling Process

Of course, we don’t learn a behavior simply by observing a model. Bandura described specific steps in the process of modeling that must be followed if learning is to be successful: attention, retention, reproduction, and motivation. First, you must be focused on what the model is doing—you have to pay attention. Next, you must be able to retain, or remember, what you observed; this is retention. Then, you must be able to perform the behavior that you observed and committed to memory; this is reproduction. Finally, you must have motivation. You need to want to copy the behavior, and whether or not you are motivated depends on what happened to the model. If you saw that the model was reinforced for her behavior, you will be more motivated to copy her. This is known as vicarious reinforcement. On the other hand, if you observed the model being punished, you would be less motivated to copy her. This is called vicarious punishment. For example, imagine that four-year-old Allison watched her older sister Kaitlyn playing in their mother’s makeup, and then saw Kaitlyn get a time out when their mother came in. After their mother left the room, Allison was tempted to play in the make-up, but she did not want to get a time-out from her mother. What do you think she did? Once you actually demonstrate the new behavior, the reinforcement you receive plays a part in whether or not you will repeat the behavior.

Bandura researched modeling behavior, particularly children’s modeling of adults’ aggressive and violent behaviors (Bandura, Ross, & Ross, 1961). He conducted an experiment with a five-foot inflatable doll that he called a Bobo doll. In the experiment, children’s aggressive behavior was influenced by whether the teacher was punished for her behavior. In one scenario, a teacher acted aggressively with the doll, hitting, throwing, and even punching the doll, while a child watched. There were two types of responses by the children to the teacher’s behavior. When the teacher was punished for her bad behavior, the children decreased their tendency to act as she had. When the teacher was praised or ignored (and not punished for her behavior), the children imitated what she did, and even what she said. They punched, kicked, and yelled at the doll.

LINK TO LEARNING: Watch this video clip about the famous Bobo doll experiment to see a portion of the experiment and an interview with Albert Bandura.

What are the implications of this study? Bandura concluded that we watch and learn, and that this learning can have both prosocial and antisocial effects. Prosocial (positive) models can be used to encourage socially acceptable behavior. Parents in particular should take note of this finding. If you want your children to read, then read to them. Let them see you reading. Keep books in your home. Talk about your favorite books. If you want your children to be healthy, then let them see you eat right and exercise, and spend time engaging in physical fitness activities together. The same holds true for qualities like kindness, courtesy, and honesty. The main idea is that children observe and learn from their parents, even their parents’ morals, so be consistent and toss out the old adage “Do as I say, not as I do,” because children tend to copy what you do instead of what you say. Besides parents, many public figures, such as Martin Luther King, Jr. and Mahatma Gandhi, are viewed as prosocial models who are able to inspire global social change. Can you think of someone who has been a prosocial model in your life?

The antisocial effects of observational learning are also worth mentioning. As you saw from the example of Claire at the beginning of this section, her daughter viewed Claire’s aggressive behavior and copied it. Research suggests that this may help to explain why abused children often grow up to be abusers themselves (Murrell, Christoff, & Henning, 2007). In fact, about 30% of abused children become abusive parents (U.S. Department of Health & Human Services, 2013). We tend to do what we know. Abused children, who grow up witnessing their parents deal with anger and frustration through violent and aggressive acts, often learn to behave in that manner themselves. Sadly, it’s a vicious cycle that’s difficult to break.

Some studies suggest that violent television shows, movies, and video games may also have antisocial effects (Figure 6.18) although further research needs to be done to understand the correlational and causational aspects of media violence and behavior. Some studies have found a link between viewing violence and aggression seen in children (Anderson & Gentile, 2008; Kirsch, 2010; Miller, Grabell, Thomas, Bermann, & Graham-Bermann, 2012). These findings may not be surprising, given that a child graduating from high school has been exposed to around 200,000 violent acts including murder, robbery, torture, bombings, beatings, and rape through various forms of media (Huston et al., 1992). Not only might viewing media violence affect aggressive behavior by teaching people to act that way in real life situations, but it has also been suggested that repeated exposure to violent acts also desensitizes people to it. Psychologists are working to understand this dynamic.

 

LINK TO LEARNING: View this video about the connection between violent video games and violent behavior to learn more.

WHAT DO YOU THINK?

Violent Media and Aggression

Does watching violent media or playing violent video games cause aggression? Albert Bandura’s early studies suggested television violence increased aggression in children, and more recent studies support these findings. For example, research by Craig Anderson and colleagues (Anderson, Bushman, Donnerstein, Hummer, & Warbuten, 2015; Anderson et al., 2010; Bushman et al., 2016) found extensive evidence to suggest a causal link between hours of exposure to violent media and aggressive thoughts and behaviors. However, studies by Christopher Ferguson and others suggest that while there may be a link between violent media exposure and aggression, research to date has not accounted for other risk factors for aggression including mental health and family life (Ferguson, 2011; Gentile, 2016). What do think?

6.4 TEST YOURSELF

Summary: 6.4 Observational Learning (Modeling)

According to Bandura, learning can occur by watching others and then modeling what they do or say. This is known as observational learning. There are specific steps in the process of modeling that must be followed if learning is to be successful. These steps include attention, retention, reproduction, and motivation. Through modeling, Bandura has shown that children learn many things both good and bad simply by watching their parents, siblings, and others.

Critical Thinking Questions

1. Compare and contrast classical and operant conditioning. How are they alike? How do they differ?
2. What is the difference between a reflex and a learned behavior?
3. If the sound of your toaster popping up toast causes your mouth to water, what are the UCS, CS, and CR?
4. Explain how the processes of stimulus generalization and stimulus discrimination are considered opposites.
5. How does a neutral stimulus become a conditioned stimulus?
6. What is a Skinner box and what is its purpose?
7. What is the difference between negative reinforcement and punishment?
8. What is shaping and how would you use shaping to teach a dog to roll over?
9. What is the effect of prosocial modeling and antisocial modeling?
10. Cara is 17 years old. Cara’s mother and father both drink alcohol every night. They tell Cara that drinking is bad and she shouldn’t do it. Cara goes to a party where beer is being served. What do you think Cara will
    do? Why?

Personal Application Questions

1. What is your personal definition of learning? How do your ideas about learning compare with the definition of learning presented in this text?
2. What kinds of things have you learned through the process of classical conditioning? Operant conditioning? Observational learning? How did you learn them?
3. Can you think of an example in your life of how classical conditioning has produced a positive emotional response, such as happiness or excitement? How about a negative emotional response, such as fear,
   anxiety, or anger?
4. Explain the difference between negative reinforcement and punishment, and provide several examples of each based on your own experiences.
5. Think of a behavior that you have that you would like to change. How could you use behavior modification, specifically positive reinforcement, to change your behavior? What is your positive reinforcer?
6. What is something you have learned how to do after watching someone else?

 

 

 

 

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