1. Culture Review Put your head on your desk You will have a culture taped on your back which you are NOT going to look at Mingle with your peers and give each other clues as to the culture that you have been given When you have correctly guessed your culture Time to share the clues that your peers gave you

2. BEHAVIOURISM: CONDITIONING Theories of Learning

3. Learning “A change in knowledge or behaviour as a result of experience” -Wayne Sproule, Our Social World

4. Conditioned Learning Acquiring patterns of behaviour in the presence of an environmental stimulus Behaviourists believe that most human behaviour is the result of conditioned learning Mostly INVOLUNTARY behaviour

5. Classical Conditioning IVAN PAVLOV US  UR US + CS  UR CS  CR

6. Classical Conditioning Mountain Dew executives have their own terms for this [advertising strategy]: the Pavlovian connection. By handing out samples of the brand at surfing, skateboard and snowboard tournaments, “There’s a Pavlovian connection between the brand and the exhilarating experience,” says Dave Burwich, a top marketing executive at Pepsi, which makes Mountain Dew (Horovitz, 2002)

7. Classical Conditioning Phobias

8. Operant Conditioning B.F. Skinner VOLUNTARY behaviour Antecedent – Behaviour – Consequence  Effect

9. Consequences Reinforcement – strengthens behaviour  Positive R+ - presenting a desired stimulus after behaviour  Negative R+ - removing an aversive stimulus when behaviour occurs Punishment – decreases behaviour  Presentation Punishment – presenting aversive stimulus  Removal Punishment – removing desired stimulus

10. http://www.youtube.com/watch?v=Mt4N9GSBoMI

11. Sources Sproule, Wayne. Our Social World: An Introduction to Anthropology, Psychology and Sociology. Toronto: Prentice Hall, 2001. Educational Psychology and Special Education. Boston: Pearson Learning Solutions, 2012.