For a more extensive collection of documents on behaviorism, see http://psychclassics.yorku.ca/topic.htm#behaviorism
Regards,
--
Christopher D. Green
Department of Psychology
York University
Toronto, Ontario, Canada
M3J 1P3
e-mail: [EMAIL PROTECTED]
phone: 416-736-5115 ext. 66164
fax: 416-736-5814
http://www.yorku.ca/christo/
===========================
Robin Abrahams wrote:
TIPSters--
I gave the following assignment as an extra-credit option in my intro
psych course. It's turned out so well that I think I may use it as a
regular assignment next semester.
"As we know from class, the behavioral psychologist Watson was forced
out of academia in 1920 when it was discovered he was having an affair
with one of his graduate students. (Rosemary Raynor, his co-author on
the "Little Albert" paper.) Being brilliant, unscrupulous, and out of a
job, he naturally turned to advertising as a second career. Watson had a
great effect in changing the nature of American advertising by applying
psychological principles and appealing to peoples' desires and fears.
Prior to that time, advertising had been much more straightforward and
unemotional. He also used classical conditioning in advertisements,
teaching consumers to associate products (the conditioned stimulus) with
desirable states of mind (friendship, happiness) or being (beauty, sexual
pleasure).
"For this assignment, you should find two ads for similar products. One
should be an ad from 1910 or earlier; the other from 1940 or later.
(You can easily find old ads on the internet.) Turn them in to me along
with a page contrasting the two ads and analyzing how the post-1940 ad
uses principles of association (classical conditioning) and emotional
appeal."
The ads that the students turned in were startlingly different, and got
a nice bit of psychological history across in a very vivid way. Judging
from the students' analyses, they really seemed to understand the
principles of association once they encountered them in this fashion. (Of
course, the only students who ever do extra credit are the ones who don't
need it,so it's a biased sample.)
If any of you are teaching learning, behaviorism, or history & systems,
you may want to give this assignment a try.
Robin
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