Classical Conditioning

Only available on StudyMode
  • Download(s) : 85
  • Published : April 27, 2010
Open Document
Text Preview
Classical conditioning has also found its way into the realms of entertainment. The most notable example of this is the 1962 novel A Clockwork Orange written by Anthony Burgess and it subsequent 1971 movie directed by the late Stanley Kubrick (Internet Movie Database.) A Clockwork Orange details the activities of a young ultra-violet protagonist named Alex. Alex is "cured" of his evil tendencies via classical conditioning. He is forced to watch various films depicting ultra-violence (US) and the like , and his natural feeling of excitement or joy serves as the UR. The films are paired with a drug (CS) that makes Alex violently ill. In turn Alex eventually becomes violently ill (now the CR) when he begins to feel the excitement associated with violence. The people treating Alex also utilize galvanic skin response (GSR) to get the optimal results. GSR is used to measure arousal from a stimulus (Hawkins 1998.) It uses small electrodes attached to the skin that measures minute changes in perspiration. The most well known use for GSR is in the lie detector test (Hawkins 1998.) The book brings up certain moral aspects of classical conditioning when used to modify behavior (such as consumer behavior.) Burgess makes his character out to be programmed, and unable to make choices on his own. It is generally believed that Burgess overstates the power of classical conditioning in the context complete behavior reform. In addition to entertainment, classical conditioning is also used as a marketing tool. Classical conditioning is generally used with low-involvement products (Hawkins 1998.) This is because classical conditioning is most effective when emotion is involved (Classical Conditioning.) Advertising for low-involvement products usually attacks the consumer through affective means because nobody wants to think (cognitive) about purchasing low-involvement products. Advertising and sales promotion (event sponsorship) are the most common forms of classical conditioning in...
tracking img