behaviourist approach

• Assumptions

  • all behaviours are learnt par certain reflexes and instinct
  • animals and humans learn in the same way
  • mind is irrelevant to science as it cannot be observed
• Classical conditioning- learning through association

  IVAN PAVLOV

  • investigated why dogs salivated before being presented with food
  • realised dogs had associated the food with another stimulus

  neutral stimulus = no response

  unconditioned stimulus= unconditioned response

  unconditioned stimulus + neutral stimulus = unconditioned response

  conditioned stimulus = conditioned response

  • occurs due to repeated pairing
  • extinction can occur is conditioned stimulus is presented multiple times without unconditioned stimulus
• Classical conditioning- learning through association

  ADVERTISING

  • present images ot tunes(stimuli) that create a positive feeling(response) for the viewer
  • repeated pairing positive stimulus is associated with brands product
• Operant conditioning- learning though reinforcement and consequences

  POSITIVE REINFORCEMENT= rewarding behaviour with something you want

  NEGATIVE REINFORCEMENT= rewarding by the removal of an something unwanted

  POSITIVE PUNISHMENT= the addition of something bad

  NEGATIVE PUNISHMENT= removal of something desired

  • reinforcement increases the likelihood of the behaviour
  • punishment decreases the likelihood of the behaviour

  Continuous reinforcement= reward every time the behaviour is performed

  Variable ratio reinforcement= reward is not guaranteed even when behaviour is performed
• classical conditioning- learning through reinforcement

  SKINNERS BOX

  • conducted experiments on rats is=n a specially designed box
  • every time the rat activated the lever it was rewarded with food
  • rat continued this behaviour in order to get food
  • when not pressing lever it would get electric shocked from bottom of box
• EVAL

  😔mechanistic view on human behaviour

  • passive and machine-like responding to the environment

  😃positive real-world applications

  • classical conditioning treatment of phobias- systematic desensitisation
  • improved quality of life for some, more fulfilled and unrestricted

  😃scientific credibility

  • focuses on the measurement of observable behaviour within a highly controlled lab settting
  • raises plausibility