Note: for the following assignment, you may NOT use the Altoids clip from the of
ID: 3451539 • Letter: N
Question
Note: for the following assignment, you may NOT use the Altoids clip from the office, the Sheldon and Penny clip from the Big Bang Theory, the Pavlov’s Bar clip from Two and a Half Men, any YouTube video specifically designed to illustrate conditioning principles, or any of the examples of ads discussed in class (cars and sex, Geico insurance, coke and polar bears, or gatorade and athletes).
Classical Conditioning Example #1:
Find an example of classical conditioning in the media (a TV show, commercial, or print ad). In the space below, describe the ad as if your reader has not seen it.
What is the Neutral Stimulus? Why?
What is the Unconditioned Stimulus? Why?
What is the Unconditioned Response? Why?
What is the Conditioned Stimulus? Why?
What is the Conditioned Response? Why?
How might we countercondition the association created in the ad?
Classical Conditioning Example #2:
Find an example of classical conditioning in the media (a TV show, commercial, or print ad). In the space below, describe the ad as if your reader has not seen it.
What is the Neutral Stimulus? Why?
What is the Unconditioned Stimulus? Why
What is the Unconditioned Response? Why?
What is the Conditioned Stimulus? Why?
What is the Conditioned Response? Why?
How might we countercondition the association created in the ad?
Explanation / Answer
I would like to take the example of the KFC burger add which presents the use of classical conditioning to elicit favourable consumer behaviour. In the add, the advertisers presented the food las delicious and mouth-watering using visual effects such as magnified image of the chicken nuggets, ripe fresh tomatoes to highlight the colours, and a catchy punch line (“ never go hungry again!”) so that consumers will feel hungry when they watch the ad and want to go out and buy some of the food.
In this example, the advertised product KFC is a neutral stimulus which is then paired with unconditioned stimulus of the visual image of the burger. The sight of food is enough to trigger the unconditioned response of hunger and thus when the KFC brand itself is paired with the image of the burger, the advertisers hope to get consumers to associate their product with a particular feeling or response, in the hope that the consumer will then buy the product. Thus, this would result in the conditioned stimulus of KFC logo to act as the unconditioned stimulus and trigger the conditioned response of hunger and buying the product to alleviate hunger. Here, the response which was earlier caused by the unconditioned stimulus is being associated with the conditioned stimulus and it would therefore become the conditioned response.
A possible way to establish counterconditioning for this advertisement is to show images of people with cardiac attacks and other health related problems such as obesity, diabetes due to over consumption of fast food. This is likely to induce a pairing of negative consequences with consumption of KFC food and given that aversion responses to positive punishment (here the prospect of a major illness) are strengthened more than the conditioned responses of consuming a visually appealing burger, it could likely stop the conditioned response from occurring in the presence of the conditioned stimulus such as a KFC outlet while traveling on the road.
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