As you remember from day one in class, we are working with six psychological frameworks, though I am not sure that we are going to get through them all with our online restrictions but we keep trying.. I propose that we move to the Behavioral approach next. This approach has a long history, starting in Russia with the work of Ivan Pavlov and his “discovery” and development of classical conditioning method. Remember that “conditioning” is simply the technical word for “training or educating” in this approach. Please go on Youtube and watch a presentation on Pavlov and his dogs with classical conditioning. Remember classical conditioning is about the association between objects that is transferred to a neutral stimulus to produce the same result. For example, if you ring a bell every time you feed your dog his/her meal, eventually the dog will associate the bell with feeding. Later, John Watson recognized the power of this method to shape personality. While many people thought emotions were internal natural experiences, Watson tried to show that, in fact, even emotions could be created with this method of association. He took a year old boy called Little Albert (please look up on Youtube to see his experiment) who had no fears except loud sounds. He loved small furry animals, like mice, rabbits, dogs, and cats. Watson wanted to show that he could created fear in the little boy that was not there before through classical conditioning. He did this by presenting the boy with a small furry animal and then striking a loud metal tube. The boy cried at the sound. After Watson did this many times–furry animal+loud sound–Albert was conditioned to feel fear at the sight of a furry creature. After a scandal at Johns Hopkins where he worked, Watson left the university to earn millions in advertising. Can you see the connection between classical conditioning and advertising?
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