CLASSICAL CONDITIONING
Classical conditioning is a techniques used in design to create an association or a linkage between a stimulus with an unconscious physical actions and emotional responses. It is the usage of a ‘neutral’ stimulus which replaces the ‘trigger’ stimulus in order to elicit a particular response which was previously can only be elicited by the ‘trigger’ stimulus.
An example of classical conditioning is the dog and the dumbbell. When presented with food (trigger stimulus), the dog salivates (response). Every time when the dog is presented with food, the dumbbell will be sounded. After few repetitions, the dog salivates when it happen to hear the ringing of the dumbbell (negative stimulus). Therefore, it can be seen that classical conditioning can be widely used to train animals.
Moreover, other usage of classical conditioning is to make changes towards human behaviour, their thoughts and feelings while is practically applied in marketing and advertisements. Classical conditioning is able to cause a response based on two different types of stimuli and they are positive and negative stimulus.
a) Positive trigger stimulus
A positive trigger stimulus has the ability to evoke positive humans’ feelings or good response towards it. Examples of positive trigger stimuli which cause pleasure and delight are the picture of a mouth-watering food, thirst-quenching beverages and attractive images of sceneries.
Example: McDonald advertisement on LINE
Source: Screenshot from own Mobile through LINE application
Explanation:
The close up picture of the food trigger positive stimulus to purchase the food.
A positive trigger stimulus has the ability to evoke positive humans’ feelings or good response towards it. Examples of positive trigger stimuli which cause pleasure and delight are the picture of a mouth-watering food, thirst-quenching beverages and attractive images of sceneries.
Example: McDonald advertisement on LINE
Source: Screenshot from own Mobile through LINE application
Explanation:
The close up picture of the food trigger positive stimulus to purchase the food.
b) Negative trigger stimulus
A negative trigger stimulus runs a purpose to cause negative emotions or behaviours. This type of stimulus may cause fear, unpleasant feelings and psychological pain. Negative trigger stimulus may lead to phobias to specific objects or happenings. Examples of these stimuli are the images for an act of violence, a scary monster and screaming people who are in great pain or danger.
Example: Toy Spider
Source: The picture below is taken in my friend house in Kuching.
Explanation:
The spider is category in negative trigger stimulus because it causes negative emotion. Although it was a toy or fake spider but our first reactions to it is that it is scary.
A negative trigger stimulus runs a purpose to cause negative emotions or behaviours. This type of stimulus may cause fear, unpleasant feelings and psychological pain. Negative trigger stimulus may lead to phobias to specific objects or happenings. Examples of these stimuli are the images for an act of violence, a scary monster and screaming people who are in great pain or danger.
Example: Toy Spider
Source: The picture below is taken in my friend house in Kuching.
Explanation:
The spider is category in negative trigger stimulus because it causes negative emotion. Although it was a toy or fake spider but our first reactions to it is that it is scary.