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UNCONDITIONED STIMULUS
&
USING POPULAR SONG IN THE
BACKGROUND TO ADVERTISE A PRODUCT
IS A GOOD OR POOR IDEA?
Conditioned Stimulus
Defined
Jenny drives the same route to work every day. One morning, a car
runs a red light and hits Jenny at a prominent intersection on her
normal route. After that, every time she approaches the intersection,
Jenny's hands begin to sweat and her heart races.
The intersection is a conditioned stimulus for Jenny. A conditioned
stimulus is created when we learn to react to something because we
associate it with something else. It's part of the psychological theory of
classical conditioning.
Conditional stimulus
In classical conditioning, the conditioned stimulus is a
previously neutral stimulus that, after becoming associated
with the unconditioned stimulus, eventually comes to trigger a
conditioned response.
For example, suppose that the smell of food is an
unconditioned stimulus and a feeling of hunger is the
unconditioned response. Now, imagine that when you smelled
your favorite food, you also heard the sound of a whistle.
Unconditional stimulus
In classical conditioning, the unconditioned
stimulus (UCS) is one that unconditionally,
naturally, and automatically triggers a
response.
For example, when you smell one of your
favorite foods, you may immediately feel very
hungry. In this example, the smell of the food is
the
Forward conditioning
During forward conditioning, the onset of the CS leads the onset of the US in order to
signal that the US will follow
Two common forms of forward conditioning are delay and trace conditioning.
Trace conditioning: During trace conditioning the CS and US do not overlap. Instead,
the CS begins and ends before the US is presented. The stimulus-free period is called
thetrace interval. It may also be called theconditioning interval.For example: If you
sound a buzzer for 5 seconds and then, a second later, puff air into a person's eye, the
person will blink. After several pairings of the buzzer and puff the person will blink at the
sound of the buzzer alone
Simultaneous conditioning
For example: If you ring a bell and blow a puff of air into a persons eye at the
same moment, you have accomplished to coincide the CS and US.
Backward conditioning
Backward conditioning occurs when a CS immediately follows a US.Unlike the
usual conditioning procedure, in which the CS precedes the US, the
conditioned response given to the CS tends to be inhibitory. This presumably
happens because the CS serves as a signal that the US has ended, rather
than as a signal that the US is about to appear.
For example, a puff of air directed at a person's eye could be followed by the
sound of a buzzer.
Temporal conditioning
INTRODUCTION
HISTORY
The idea of music goes back to olden times, when street vendors hawked their
goods to the tune of a melodic chant.
Advertisements have relied heavily on music to get peoples attention, set a mood,
creates the right brand image and to sell the advertiser's product.
In the 1990s,television advert breaks extended to 12-15 minutes per an hour long
programme.
In the 21st century,jingles make a comeback. There are various adverts which
feature jingles in the present day. On the television, you can hear the jingle which
the majority of you will have heard; Honey-Bunny " in the idea mobiles
advertisements.
Popular songs can initiate both positive and negative effects on the
consumers attitude towards the product
Depends on demographics
Connectivity is situational
POINTS TO BE CONSIDERED