EXPERIENCE Chapter 6 Psychology Lab: Classical Conditioning

What is one shortcoming of the idea that pairing an image of an athlete with a product will build a positive image for the product? a. The actual result depends on whether people like the product in the first place. b. The actual result depends on whether people have a positive response to the athlete. c. The actual result depends on whether people can actually purchase the product.

B

Apply the classical conditioning principles that were demonstrated in this experiment to the following scenarios. The introduction to this experiment presented you with some advertisements and asked whether you thought Olympic athletes were particularly qualified to be experts in fast food. After all, fast food is not exactly known for its healthiness, and Olympic athletes are often very nutrition-conscious. So why would an advertiser want you to associate their food product with an athlete? a. To convince you that you could be a great athlete if you ate healthier food b. To express their pride in the outstanding performance of Olympic champions c. To build an association between their brand and the positive feelings that Olympic champions elicit

C

The final screen of the exercise mentioned advertisers' use of classical conditioning to form a positive connection to their brand in consumer's brains. According to the description, when doing so, advertisers are essentially utilizing their brand as a(n): a. unconditioned stimulus. b. conditioned response. c. conditioned stimulus. d. unconditioned response.

C

This experiment is useful in demonstrating the potential power of positive and negative associations formed within the brain between words/images/experiences and the subjective emotions they elicit. But it also suffers from several potential pitfalls or limitations. One such possible flaw is that the syllables themselves - and not the associated words - may be inherently unpleasant or difficult to say, which could impact the ratings as well as the interpretation of the results. All of the following are possible fixes for this experimental flaw EXCEPT: a. using syllables that are very similar in pronunciation and ease of enunciation across all word types. b. having one of several distinct sounds play before being shown the words, rather than pairing with syllables. c. pairing all existing nonsense syllables with only positive words. d. using shapes or colors to pair with word types, in place of syllables.

C

Johanna is running for political office and, although she honestly believes she is the most qualified candidate, her opponent is doing much better than she is in the polls. Consider the following advertising ideas and indicate what the likely outcome is based on what you have learned about classical conditioning. Johanna's campaign runs an ad in which she outlines her policy positions using phrases like "helps working families" and does not even mention her opponent. Effect on perceptions of Johanna: _________________ Effect on perceptions of her opponent:____________________ Johanna's campaign runs an ad in which she outlines her positions using phrases like "helps working families" and, after each description of how she helps her constituents, displays a photo of her opponent's scowling face with a big red X over it. Effect on perceptions of Johanna:______________________ Effect on perceptions of her opponent__________________________ Johanna's campaign runs an ad in which she is not mentioned, but the likely harm caused by her opponent's position are detailed using phrases like "children will go to bed hungry" and "elders will be kicked out of nursing homes with nowhere to go." Effect on perceptions of Johanna _____________________ Effect on perceptions of her opponent: _________________________

IMPROVES HER IMAGE, HAS NO EFFECT ON HIS IMAGE, IMPROVES HER IMAGE, HARMS HIS IMAGE, HAS NO EFFECT ON HER IMAGE, HARMS HIS IMAGE

Which graph best represents the results you would expect to find based on the following pairings? QUG - happyLAJ - poisonWUH - cart Higher pleasantness scores indicate greater pleasantness.

graph A- QUG high- WUH midium, LAJ low

. In an experimental design, the _________ variable is manipulated by the researcher, with the goal of eliciting a significant response. Here, this was accomplished by pairing words and syllables according to one of three word types. Then researchers measured the __________ variable by asking subjects to assess pleasantness _________for each syllable.

independent, dependent, pleasantness rating

As you might expect, in both the individual and published results, ___________ word pairings had the highest pleasantness rating, while the lowest pleasantness ratings were given to the ____________word pairings, with the remaining word type falling between these two extremes, in terms of perceived pleasantness of associated syllables.

positive, NEGATIVE

Consider the following pairings: XEH - thiefYOF - beautyGIW - sand Based on the principles of classical conditioning, you would expect pleasantness ratings to be highest (the most pleasant) for _________________, lowest (the least pleasant) for _______________, and intermediate for _______________

yof, xeh, giw