PSYCHOLOGICAL SCIENCE
Research Article
IMPLICIT ATTITUDE FORMATION THROUGH
CLASSICAL CONDITIONING
Michael A. Olson and Russell H. Fazio
Indiana University
Abstract-We sought to demonstrate that attitudes can develop through implicit covariation detection in a new classical conditioning paradigm. In two experiments purportedly about surveillance and vigilance. participants viewed several hundred randomly presented words and images interspersed with critical pairings ofvalenced unconditioned stimuli (USs) with novel conditioned stimuli (CSs). Attitudes toward the novel objects were influenced by the paired USs: In a surprise evaluation task. the CS paired with positive items was evaluated more positively than the CS paired with
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From the development of racial prejudice through repeated media portrayals of minority-group members in a negative fashion, to the creation of brand preferences via pairings of a target product with supennodels, the case might appear closed based on intuition alone. Yet, although early research seemed to support the contention that classical conditioning is a primary origin of attitudes (e.g., Razran, 1938; Staats & Staats. 1958). research on the classical conditioning of attitudes has since suffered a sporadic and troubled history.
Through the present research, we hoped to provide more solid evidence that attitudes can develop implicitly via classical conditioning.
First. we touch on some of the problems of past research. and mention some noteworthy attempts at solving them. The present research developed a new paradigm to help answer the question of whether attitudes can develop implicitly via classical conditioning.
Address correspondence to Michael A. Olson or Russell H. Fazio. Department of Psychology. 1885 Neil Ave .. Ohio State University. Columbus. OH
-B21 0-1222; e-mail; micolson@indiana.edu or fazio@psy.ohio-state.edu.
VOL. 12. NO.5. SEPTEMBER 2001
PRIOR RESEARCH ON THE CLASSICAL
CONDITIONING OF ATTITUDES
Razran (1938) read various political slogans to people while providing some of them with a free meal. and found that agreement with the slogans was greater when people received the free meal than when
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This validates the position that evaluative conditioning mechanisms can endorse positive attitudes (The Open University).
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Although classical conditioning is something that most people experience in a daily basis, it may also be the first thing someone remembers in a day. According to Olson and Hergenhahn (2009) classical conditioning is defined as a type of learning in which a neutral stimulus comes to elicit a response after being paired with a stimulus that naturally brings about that response. In this paper the subject is to describe the theory of classical conditioning as well as describing a scenario in which one could apply classical conditioning theory to, and bring forth the scenario by showing illustrations of how this could be used
Being of target of bias can affect socialization due to the negatives attitudes that it entails.
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Operant conditioning has made a significant contribution into the development of psychology. However, as with most psychological theories, this theory it has its strengths and weaknesses. Nevertheless, operant conditioning, with both its positive and negative aspects, is very important in promoting learning of desirable behaviors or removal of undesirable
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Two prominent researchers, B.F. Skinner and Albert Bandura, have developed theories which provide differing perspectives and explanations regarding the learning behavior of individuals. The purpose of this writing is to explore the theoretical perspectives of Operant Conditioning Theory developed by B.F. Skinner and Social Learning Theory developed by Albert Bandura. An overview of both theories is presented, followed by a discussion of their similarities and differences.