George saw a television commercial selling beer. The commercial pictured two men

Question

George saw a television commercial selling beer. The commercial pictured two men sitting on chairs at the edge of a beach next to the water on a hot and sunny day. A very physically attractive lady in a bikini walked towards them carrying Corona Light. When she arrived to the beachhead she gave each man a beer. Both men went to the store the next day and bought Corona Light (You must identify the 4 elements of classical conditioning for credit) What behaviors in this scenario are the ucr, ucs, cr, and cs? 1. UCR: 2. UCS: 3. CR: 4. CS:

Explanation / Answer

Pavlovian Conditioning is also known as classical conditioning is a process by which we learn to associate stimuli and anticipate events.

Unconditioned stimulus usually able to generate unconditioned response in an individual. Example: Kid grabbing cookie when it sees cookie on the table, here cookie is unconditioned stimulus and grabbing cookie is unconditioned response. If kid always offered cookie after finishing homework, then condition stimulus is homework and conditioned response is finishing homework.

Now let us see the above case of beer brand commercial. Here, there is mix of conditioned and unconditioned stimulus and response.

1. Unconditioned response (UCR): Seeing pretty lady in bikini and also grabbing the beer.

2. Unconditioned stimulus (UCS): Site of beer and pretty lady.

3. Conditioned Response (UR): Here, the conditioned response is both men visiting the store to buy particular brand of beer, which is associated with pretty model as brand ambassador. If the men asking for any beer brand, then it is unconditioned response; but here both men asked for particular brand which is associated with pretty model who distributed particular brand beer to them earlier. They may be influenced by pretty model and may enjoy associating beer brand with her.

4. Conditioned Stimulus (CS): Here, pretty lady gives associating effect to the beer brand. People get influenced by model and may want to consume same brand which model is associated with. People may get an schema that by using particular beer, they can associate with pretty lady or novelty/vanity. Hence, we can say conditioned stimulus here is beer brand.

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