Ref5 Learning Lesson Plan
Ref5 Learning Lesson Plan
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Learning
A Five-Day Unit Lesson Plan for High School Psychology Teachers
This unit is aligned to the following content and performance standards of the National Standards for High
School Psychology Curricula (APA, 2011):
Content Standards
This lesson plan is a revision of the unit plan on Learning originally prepared by Ruby Brown, Diane Franz,
Ben Ibarra, and Michael Sullivan and revised and edited by Michael Sullivan, Charlie Blair-Broeker, Terri Lin-
denberg, and Amy Carlisle. The unit plan was originally prepared at the Texas A&M–NSF Summer Institute for
the Teaching of AP and Honors Psychology, July 1992. TOPSS thanks J. Timothy Cannon, PhD, of The Uni-
versity of Scranton, and Linh Littleford, PhD, of Ball State University, for their reviews of this unit lesson plan.
ii Learning
Contents
Procedural Timeline 1
Introduction 3
Content Outline 5
Activities 23
This project was supported by a grant from the American Psychological Foundation.
Copyright © 2013 American Psychological Association.
A Five-Day Unit Lesson Plan for High School Psychology Teachers iii
Procedural
Timeline
Procedural Timeline
Lesson 5: Cognitive Learning and the Role of
Biology and Culture in Learning
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 1
Introduction
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 3
Content Outline
Lesson 1
Attributes of Learning and
Classical Conditioning
I. Attributes of learning
A. A
ssociative learning occurs when two or more things are paired Content Outline
together in time and/or space. Example: Salt and pepper are fre-
quently paired so that seeing salt will trigger the thought of pepper.
Classical conditioning is a special type of associative learning that
requires using an unconditioned stimulus (see below).
B. Definitions
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 5
2. An unconditioned stimulus (UCS) reflexively produces an
unconditioned response (UCR) without requiring previous
training. A good test for determining if a behavior is an
unconditioned response is to ask if every member of the
species would exhibit that reflexive behavior from birth.
Examples of UCSs and their respective UCRs include:
4. Note that the UCR and CR are typically the same but occur
in response to different stimuli. There are rare cases in which
the responses are different.
C. Acquisition
c. S
imultaneous conditioning occurs when the CS and the
UCS are presented and terminated at the same time. This
is an effective pattern, although it is slower than forward
conditioning (a and b above). Example: At the exact
moment you enter the cafeteria, you start eating food
(UCS), which will cause salivation (UCR). Later, the
cafeteria (CS) may trigger salivation (CR).
d. B
ackward conditioning occurs when the UCS is pre-
sented before the CS. This timing is ineffective. Example:
Giving food (UCS), then playing a short piece of music
(CS) will not produce conditioning to the music.
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 7
e. T
emporal conditioning occurs when the CS is a fixed
period of time between presentations of the UCS. Exam-
ple: After being exposed to a frightening explosion (UCS)
every hour, fear (CR) will start to increase near the end of
every hour (CS) (Powell, Honey, & Symbaluk, 2013).
D. Extinction
Go to Activity 1.1
Classical Conditioning: An All-Purpose Demonstration
Using a Toy Watergun
Go to Activity 1.2
Salivating to Music
A. Generalization
2. The more similar the stimuli are to the CS, the greater the
likelihood of generalization. Example: After developing a
conditioned fear of a particular dog (poodle), a person might
experience fear of other kinds of dogs similar to poodles.
100
conditioned response
80
Likelihood of
60
40
20
0
CS
B. Discrimination
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 9
not paired with the UCS. Example: To get an animal to
salivate only to a yellow circle, but not an orange one, you
would pair the yellow circle with food and the orange circle
with nothing, repeatedly. Example: If a person develops a fear
of a large dog after an attack by a large dog but continues to
have good experiences with small dogs, the person may fear
only large dogs.
2. The more similar the stimuli are to the CS, the greater the
difficulty of discrimination. Example: Discriminating a circle
from a square would be easier than discriminating a circle
from an ellipse.
b. The sight of a white rat (CS) was paired with loud noise
(UCS) until the CS alone produced crying and other
responses indicative of fear (CR).
1. Contiguity model
2. Contingency model
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 11
contextual relationship between the CS, UCS, and
other stimuli in terms of the information the CS
provides (Rescorla, 1988).
I. Instrumental learning
B. Training procedures
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 13
child will be more likely to pick up the toy in the future.
Example: If a person performs a job (behavior) and then
receives a paycheck (appetitive stimulus), that appetitive
stimulus, a positive reinforcement, leads to the increased
likelihood of that person performing the job in the future.
D. Types of reinforcers
1. P
rimary reinforcers are stimuli that are biologically relevant
to organisms and so capable of increasing the probability of
organisms’ behaviors toward them. No prior experience is
required for these stimuli to be reinforcing; they are innately
reinforcing. Example: Water is a primary reinforcer for a thirsty
person. Example: A treat given to a dog as the dog learns to
sit is a primary reinforcer. This is an example of using primary
reinforcement.
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 15
2. A secondary (or conditioned) reinforcer is neutral, but it
has taken on the reinforcing properties of a primary reinforcer
by being associated with it. Example: Money is a secondary
reinforcer because people have learned that it can be used
to purchase a variety of primary reinforcers. Example: Tokens
earned for good behavior at school are secondary reinforcers
because they can be exchanged for candy (a primary
reinforcer).
E. Shaping
Go to Activity Activity 3
Shaping by Successive Approximations
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Lesson 4
Operant Conditioning (continued)
I. Schedules of reinforcement
A. Continuous reinforcement
2. Fixed-ratio (FR)
2. Variable-ratio (VR)
3. Fixed-interval (FI)
4. Variable-interval (VI)
Go to Activity 4
Student Worksheet for Schedules of Reinforcement
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 19
2. P
unishment may produce only temporary suppression of the
undesired behavior or lead to aggressive behavior, among
other things.
A. E
ducational strategies: Example: Pop-quizzes can be used
to motivate students to be consistently prepared for class
(variable schedules). Example: Rewarding bonus points for
timely submission of assignments can be a positive reinforcement.
A. L
earning is adaptive in that it enhances an individual’s ability to
survive. Behaviors that are important for food, shelter, and mating
are usually reinforced, while behaviors that are potentially harmful
are often punished. Operant conditioning of behavior is similar
to the natural selection of physical characteristics, but behavior
changes occur much more quickly (within the organism’s lifetime).
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 21
1. R
ats and other species are predisposed to learn taste
aversions (avoidance of a particular taste after it has been
paired with something that produces nausea). In their
research on taste aversion, Garcia and Koelling (1966)
demonstrated that the time between tasting a novel food
and illness can be long (up to 24 hours), and it only requires
one pairing. It’s also easier to condition a rat to avoid a
solution with a novel taste by pairing it with a nausea-inducing
drug than it is to condition a rat to avoid the same solution by
pairing it with a shock.
III. C
ulture influences the kind of learning that can occur, and
the environment may limit learning opportunities.
A. According to Skinner, language sounds generated by infants
are reinforced through shaping by parents and caregivers, who
determine the language children learn (Catania, 2007).
Activity 1.1
Classical Conditioning: An All-Purpose
Demonstration Using a Toy Watergun
Developed by
Joel I. Shenker
University of Missouri, Columbia
Concept
Students may find classical conditioning an overly abstract concept
and may have difficulty understanding how it applies to humans and
nonhumans. This demonstration is an easy and entertaining way to give
students a concrete example of classical conditioning in people, and it
is sure to be one of the most memorable activities you will do in your
Activities
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 23
Materials
You will need a large plastic garbage bag, scissors, a large capacity
watergun or several water pistols (a bottle that squirts water is another
option and possibly better in a school setting), a towel, and the stimulus
word list (included under instructions).
Instructions
Explain to the class that classical conditioning occurs in humans
and nonhumans and is produced by a variety of different stimulus–
response relationships. Ask for a volunteer, being careful to explain that
participation will involve wearing a protective smock and being squirted in
the face with water (it usually takes some good-natured coaxing to get a
volunteer).
Cut a hole in one end of the bottom of the garbage bag so that
the participant’s head can just pass through. Turn the garbage bag
upside-down and use it as a kind of poncho, sliding it over the volunteer
to expose his or her head but cover the rest of his or her body. Place
the volunteer sitting in a chair facing the class. It is important that the
volunteer’s eyes remain closed throughout the demonstration for
safety reasons. As you proceed with the demonstration, tell the students
to observe silently and carefully and to be ready to discuss what they
have seen at the end.
After the student volunteer is in place, with his or her eyes closed,
and everyone is ready, I usually say that I am going to be reading a list
of words and ask everyone to watch the volunteer as I do so. Without
any further explanation, I go to the word list below. I read each word
aloud, in order, loudly enough so that the entire class can hear and at
a rate of about one word every 2 seconds. You can have another
student do this for you if you wish, but I have found that the whole thing
works better if I do the reading. In the word list, note that the word can
appears often, sometimes in uppercase bold letters (CAN) and some-
times in plain lowercase letters (can). Only after you read the uppercase
bold can, squirt the volunteer in the face using a consistent delay of
about one-half second or so. Do not squirt the volunteer when you see
the plain lowercase can. These trials test the volunteer’s conditioned
response to the target word. As I read the list, sometimes I pause, either
strategically or to let laughter die down before proceeding with the rest
of the list.
After the reading is finished, the volunteer can return to his or her seat.
Be sure to give the volunteer a towel and a generous thank you. Ask your
students to describe and discuss what they saw. On their own, they will
probably bring up many of the important phenomena related to classical
conditioning. You can name and expand on each of these as they arise in
the discussion.
Discussion
A number of topics that relate to classical conditioning can be tied to the
demonstration:
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 25
6. S
timulus generalization occurs when words that sound like can
(e.g., ban, ran, cap, cast) lead to a CR.
8. Extinction has occurred when the word can is uttered several times
unaccompanied by a squirt and so the CRs disappear or become less
pronounced.
Driscoll, M. P. (2003). Psychology of learning for instruction (3rd ed.). Boston, MA:
Allyn & Bacon.
Kirsch, I., Lynn, S. J., Vigorito, M., & Miller, R. R. (2004). The role of cognition in
classical and operant conditioning. Journal of Clinical Psychology, 60, 369-392.
Kohn, A., & Kalat, J. W. (1992). Preparing for an important event: Demonstrating the
modern view of classical conditioning. Teaching of Psychology, 19, 100-102.
Sparrow, J., & Fernald, P. (1989). Teaching and demonstrating classical conditioning.
Teaching of Psychology, 16, 204-206.
Copyright © 2008 by the American Psychological Association. The official citation that
should be used in referencing this material is:
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 27
Activity 1.2
Salivating to Music
Developed by
Jeffrey R. Stowell
Eastern Illinois University
Concept
Materials
You will need lemonade drink mix powder (one teaspoon per student),
and each student will need a blank sheet of paper.
Instructions
Have students fold up the edges of a blank piece of paper to be used as
a container for a small amount of lemonade drink mix powder (about a
teaspoon). Have them lick the tip of their finger and taste the lemonade
powder (UCS), which will cause salivation (UCR). Instruct them to have
some lemonade powder ready on their fingertip so they can lick their
BACK TO fingertip as soon as they hear the music begin playing. Play 3-4 seconds
content
of a song and pair it with the lemonade powder 8-10 times, waiting about
outline
20-30 seconds between pairings. Then, play the music only (without the
lemonade powder) and have them note if they start salivating. Usually
about two-thirds of the class salivates to the music.
Discussion
Ask students to identify the UCS (lemonade powder), UCR (salivation),
CS (music), and CR (salivation). You can also mention the timing of the
UCS–CS was most likely delayed conditioning. You should then play the
song until salivation no longer occurs (extinction). Play it again at the start
of the next class period to see if spontaneous recovery occurs.
Recommended Reading
Cogan, D., & Cogan, R. (1984). Classical salivary conditioning: An easy
demonstration. Teaching of Psychology, 11(3), 170-171.
Concept
This activity deals with shaping, that is, reinforcing successive
approximations of one behavior to the exclusion of other behaviors.
The exercise helps students learn the basic principles of reinforcement
and makes it possible for them to compare the effects of positive
reinforcement and punishment.
Instructions
Start the exercise by showing students how shaping is done. Ask for a
volunteer whose behavior you will shape. Send the volunteer out of the
room while you and the class select a simple behavior to shape—for
example, touching the chalkboard. Have the volunteer return. Explain the
task as follows: “We’ve picked a particular act that we want you to do, but
we won’t tell you what it is; you have to figure it out. It’s simple and not
BACK TO
embarrassing. Each time you move in the direction of doing it, I will say content
‘good.’ If you don’t move in that direction, I won’t say anything. When you outline
get a little warm, I won’t keep on saying ‘good.’ I’ll wait for you to get a bit
warmer before saying it. That way you will make progress. What I’ll be
doing is called ‘shaping.’”
Now divide the class into pairs. At the outset, one person in the
pair should be the shaper, and the other, the person whose behavior
will be shaped. The roles should be switched. Have the shapers select
a target behavior—remind them that it should be a simple one, not
embarrassing—and then have them proceed to shape their partner’s
behavior. While they are working, circulate among them, coaching.
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 29
On the same day, if time allows, or on another day, continue the
exercise, but instead of having shapers say “good” when their partner
gets warmer, have them say “bad” when their partner gets colder.
Discussion
End the discussion with what students have learned. Bring out the
following points: Reinforcers such as the word good guide behavior;
reinforcement must come quickly if it is to have an effect; and shaping
is an effective way to develop behaviors. Ask why some shapers did
better than others. A shaper may have required too large an initial step,
inadvertently reinforced the wrong move, or not given enough reinforcers.
Also discuss the effects the change of approach from “good” to “bad” had.
Typically, punishment (as represented here by the word “bad”) does not
affect each new behavior effectively. There are also some typical side
effects: The person on whom punishment is being used will become
frustrated, may become aggressive, may show disrupted behavior,
and may want to escape from the situation. Ask students for examples
of shaping from real life. Point out that much shaping occurs without
conscious intent. If you are really brave, you might ask your students how
a class might conspire to shape the instructor’s behavior.
Morgan, W. G. (1974). The shaping game: A teaching technique. Behavior Therapy, 5(2),
271-272.
Instructions
In terms of delivering a reinforcer, one may: (a) deliver the reinforcer
according to the first correct response after an interval of time (These
BACK TO
are called interval schedules.) or (b) deliver the reinforcer after a certain content
number of responses. (These are called ratio schedules—time is irrele- outline
vant.) A schedule is fixed if it stays the same from reinforcer to reinforcer,
or variable if it is allowed to vary within a certain range.
continued on page 32
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 31
Student Worksheet
Combine the four definitions to define the schedules listed below:
1. Fixed-interval schedule
2. Variable-interval schedule
3. Fixed-ratio schedule
4. Variable-ratio schedule
1. ____ For every ten words spelled correctly a child gets a star by their
name on a bulletin board
2. ____ Checking your mailbox for mail which comes daily at 3 PM
3. ____ An owl hunting for mice in a forest
4. ____ A sales clerk at a bakery waiting for the next customer to arrive
5. ____ A child is rewarded if they are sitting correctly after every two
minutes goes by
6. ____ Selling cookies door to door
7. ____ Waiting for clothes to come out of washing machine that takes
32 minutes
8. ____ Trying to complete a telephone call when the line is busy
9. ____ Slot machines are based on this schedule
10. ____ Frequent flyer program in which one gets a free flight after a
specific number of miles are flown
11. ____ Waiting for an elevator to arrive
12. ____ A dolphin is given a fish after it jumps through a hoop six times
13. ____ A writer is paid for every article completed
14. ____ A fisherman turning over rocks looking for worms
15. ____ A rat is rewarded for the first correct response after every 30
seconds
16. ____ Waiting for an important email
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 33
Critical
Thinking and
Discussion
Questions
Exercise A (Lesson 2)
Develop pro and con arguments regarding this statement: It was ethical
and justifiable for John Watson to use classical conditioning to establish a
fear of white rats in “Little Albert.” Students can then use these arguments
to write a paragraph presenting their personal belief. They may also
analyze whether Watson’s research would be allowed under current APA
guidelines.
Exercise B (Lesson 4)
Hold a discussion on the use of punishment as a parenting technique.
What are its advantages? Its disadvantages? Under what circumstances
is it appropriate? Inappropriate? Are there effective alternatives? What
general principles can be developed to govern the use of punishment?
See Forehand & Kotchick (1996) for a brief summary of parenting values
and behaviors characteristic of different ethnic minority groups.
Exercise C (Lesson 4)
Have students develop their own behavior modification plan using
the principles of operant conditioning. They could choose a target
behavior such as biting their nails or exercising more and explain
how reinforcement or punishment could change these behaviors.
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 35
Exercise D (Lesson 5)
Have students research the statement: Children learn to be more
violent from watching television violence. Students should gather
evidence, analyze its weight and relevance, and prepare to defend
their opinion either in a written paper or in class discussion.
Exercise E (Lesson 5)
Have two panels of students discuss how to structure a proposed new
elementary school. One panel should advocate for a reliance on the
principles of cognitive learning, especially observational learning, to
establish appropriate student behavior and learning. The other panel
should advocate for a reliance on the principles of operant conditioning.
You may also want to have the students present these two approaches
to reducing young students’ prejudice and discrimination (based on
race/ethnicity, culture, gender identity and expression, sexual orientation,
disability, religion, socioeconomic status, national origin, and/or aging).
Discussion Questions
1. S
peculate on what may have happened to Little Albert. How might his
fear have been de-conditioned?
4. Describe the relationship between trial and error and Thorndike’s Law
of Effect.
Resources
Websites
•L
earning in the News
[Link]
the%20News
This page is from the APA Division 2: The Society for the Teaching of Psychol-
ogy ([Link] Teaching of Psychology Idea Exchange (ToPIX).
•P
avlov’s Dog
[Link]
Play the game “Pavlov’s dog” to see how well you can condition Ivan (Pavlov’s
virtual dog) to salivate to a sound.
Videos
BACK TO CONTENTS A Five-Day Unit Lesson Plan for High School Psychology Teachers 37
•P
rentice Hall. (Producer). (2006). Classical films for introductory
psychology. [DVD]. With instructor’s guide by Dennis Thompson,
Georgia State University. Available from [Link]
HigherEducation/PrenticeHall/
This DVD contains original film footage of John B. Watson and the Little
Albert Experiment, Ivan Pavlov and Experiments in Conditioning, Wolfgang
Köhler and Experiments in Ape Intelligence.
•S
ociety for the Teaching of Psychology. (2013). Teaching of psychology
idea exchange: Learning videos. Retrieved from [Link]
[Link]/w/page/19981016/Learning%20Video
Find several online videos on learning compiled by the Society for the Teach-
ing of Psychology (APA Division 2).
Bandura, A., Ross, D., & Ross, S. A. (1961). Transmission of aggression through imita-
tion of aggressive models. Journal of Abnormal and Social Psychology, 63, 575-582.
doi: 10.1037/h0045925
Beck, H. P., Levinson, S., & Irons, G. (2009). Finding Little Albert: A journey to John
B. Watson’s infant laboratory. American Psychologist, 64(7), 605-614. doi: 10.1037/
a0017234
Breland, K., & Breland, M. (1961). The misbehavior of organisms. American Psycholo-
gist, 16(11), 681. doi: 10.1037/h0040090
Bovbjerg, D. H., Redd, W. H., Jacobsen, P. B., Manne, S. L., Taylor, K. L., Surbone, A.,
et al. (1992). An experimental analysis of classically conditioned nausea during can-
cer chemotherapy. Psychosomatic Medicine, 54(6), 623-637.
Cogan, D., & Cogan, R. (1984). Classical salivary conditioning: An easy demonstration.
Teaching of Psychology, 11(3), 170-171.
Forehand, R., & Kotchick, B. A. (1996). Cultural diversity: A wake-up call for parent train-
ing. Behavior Therapy, 27, 187-206. doi: 10.1016/S0005-7894(96)80014-1
Foreyt, J., & Kennedy, W. (1971). Treatment of overweight by aversion therapy. Be-
haviour Research and Therapy, 9(1), 29-34. doi: 10.1016/0005-7967(71)90033-7
Garcia, J., & Koelling, R. A. (1966). Relation of cue to consequence in avoidance learn-
ing. Psychonomic Science, 4(3), 123-124.
Goldfield, G. S., Mallory, R., Parker, T., Cunningham, T., Legg, C., Lumb, A., et al.
(2006). Effects of open-loop feedback on physical activity and television viewing in
overweight and obese children: A randomized, controlled trial. Pediatrics, 118(1),
e157-e166.
Kamin, L. J. (1967, May). Predictability, surprise, attention, and conditioning. Paper pre-
sented at the Symposium on Punishment, Princeton, NJ.
Kohn, A., & Kalat, J. W. (1992). Preparing for an important event: Demonstrating the
modern view of classical conditioning. Teaching of Psychology, 19(2), 100-102. doi:
10.1207/s15328023top1902_9
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Lukas, K. E., Marr, M. J., & Maple, T. L. (1998). Teaching operant conditioning at the
zoo. Teaching of Psychology, 25(2), 112-116. doi: 10.1207/s15328023top2502_7
Nallan, G. B., & Bentley, D. M. (1990). A classical conditioning laboratory for the psy-
chology of learning course. Teaching of Psychology, 17(4), 249-251. doi: 10.1207/
s15328023top1704_11
Nevid, J. S. (2009). Psychology concepts and applications (3rd ed.). Boston: Houghton
Mifflin.
Poonati, S., & Amadio, D. M. (2010). Use of popular television to enhance students’
understanding of operant conditioning. Psychology Learning & Teaching, 9(1), 25-29.
doi: 10.2304/plat.2010.9.1.25
Olson, M. A., & Fazio, R. H. (2001). Implicit attitude formation through classical condi-
tioning. Psychological Science, 12, 413-417.
Powell, R. A. (2010). Little Albert still missing. American Psychologist, 65(4), 299–300.
doi:10.1037/a0019288
Powell, R. A. (2011). Research notes: Little Albert, lost or found: Further difficulties with
the Douglas Merritte hypothesis. History of Psychology, 14(1), 106-107. doi: 10.1037/
a0022471b
Powell, R. A., Honey, P. L., & Symbaluk, D. G. (2013). Introduction to learning and be-
havior (4th ed.). Belmont, CA: Wadsworth.
Pryor, K. (2002). Don’t shoot the dog! The new art of teaching and training. Lydney,
Gloucestershire: Ringpress Books Ltd.
Rescorla, R. A. (1988). Pavlovian conditioning: It’s not what you think it is. American
Psychologist, 43(3), 151. doi: 10.1037/0003-066X.43.3.151
Seligman, M. E., & Maier, S. F. (1967). Failure to escape traumatic shock. Journal of
Experimental Psychology, 74(1), 1. doi: 10.1037/h0024514
Shields, C., & Gredler, M. (2003). A problem-solving approach to teaching operant condi-
tioning. Teaching of Psychology, 30(2), 114-116. doi: 10.1207/s15328023top3002_06
Slife, B. (2000). Taking sides: Clashing views on controversial psychological issues (11th
ed.). Burr Ridge, IL: McGraw-Hill.
Sparrow, J., & Fernald, P. (1989). Teaching and demonstrating classical conditioning.
Teaching of Psychology, 16(4), 204-206. doi: 10.1207/s15328023top1604_8
Stuart, E. W., Shimp, T. A., & Engle, R. W. (1987). Classical conditioning of consumer
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Tolman, E. C. (1948). Cognitive maps in rats and men. Psychological Review, 55(4),
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