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The document discusses applying classical conditioning theory to advertise an energy drink called Thunder Plus. It would condition people to associate the drink with feelings of hydration and power by pairing it with images of a famous cricketer, Shahid Afridi, in advertisements.

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Maham Imtiaz
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60 views

A

The document discusses applying classical conditioning theory to advertise an energy drink called Thunder Plus. It would condition people to associate the drink with feelings of hydration and power by pairing it with images of a famous cricketer, Shahid Afridi, in advertisements.

Uploaded by

Maham Imtiaz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Assignment 3: Design a product's advertisement from the

perspective of classical conditioning? While designing


and introducing the product via advertisement keep the
classical conditioning elements in mind. Acquisition,
Extinction, spontaneous recovery, generalization,
discrimination?

Classical conditioning: A learning process that occurs when


two stimuli are repeatedly paired: a response which is at first
elicited by the second stimulus is eventually elicited by the first
stimulus alone. Let’s discuss 4 components of Classical
conditioning.
1) Unconditioned stimulus
2) Unconditioned response
3) Conditioned response
4) Conditioned stimulus

In Classical conditioning, UCR and CR remains same. We


have to develop the association between Unconditioned
stimulus and Conditioned stimulus.

I have design an energy drink “Thunder Plus” which is used


to make people hydrated, a sense of being pumped up and
powerful.
Now, let’s apply classical conditioning theory on this
product. In this case Unconditioning stimulus refers to the
(Thunder plus) drink and its conditioning response is a
sense of happiness, hydrated and powerful.
On the other hand, while designing an advertisement of
this product. If we associate condition stimulus with a
cricketer (Shahid Afridi) and condition response remains
same as UCR was.
So there develops an association of a cricketer with
Thunder plus drink. Whenever people sees Shahid Afridi
they will remember that product and response remains
same.

There are 5 elements of Classical conditioning. Let’s


discuss all of them.

1) Acquisition: Acquisition is the first stage of


learning when we associate the Unconditioning stimulus
to the conditioning stimulus.
In this product when we associate a cricketer with the
Thunder plus energy drink then the first step
(Acquisition) is completed.

2) Extinction: Extinction refers to the gradual


weakening of a conditioned response that results in the
behavior decreasing or disappearing. In other words,
Conditioned behavior eventually stops.
In this product, if we change the Condition stimulus
(Shahid Afridi) and make an advertisement of our product
without him then the condition response will be
weakened.

3) Spontaneous recovery: Spontaneous recovery is


defined as the reappearance of conditioned response
after a rest period of extinction.

In this product, if we again set the Condition stimulus as it


was at Acquisition period and make an advertisement
from (Shahid Afridi) then Spontaneous recovery occurs.

4) Generalization: In the conditioning process, stimulus


generalization is the tendency for the conditioned
stimulus to evoke similar responses after the response
has been conditioned.
In this case if (condition stimulus) Shahid Afridi make an
advertisement for some other company than for some
time people think about that product in which Shahid
Afridi use to appear before.

5) Discrimination:  Discrimination refers to an ability to


distinguish between a conditioned stimulus (CS) and
other, similar stimuli that don't signal an unconditioned
stimulus (US).In this case, people can distinguish
between the original stimulus and the similar stimulus

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