ABSTRACT
Most readers will be familiar with the classical conditioning experiment by the physiologist Pavlov. After some exposures to the ring of a bell before feeding, Pavlov's dog then began to salivate upon the mere ringing of the bell, regardless of the presence or absence of food. In more general terms, after repeated pairing with an unconditioned stimulus, a conditioned stimulus will elicit the same physiological reactions as does the US. The basic idea behind operant conditioning is that behaviours followed by reinforcement become more frequent. In one study (Insko, 1965), students at the University of Hawaii were interviewed over the telephone about their opinions on initiating an 'Aloha Springtime Festival'. When the students were again asked about their attitudes towards the festival one week later in a rather different setting, this time using a paper-and-pencil survey, an effect of the conditioning could still be detected.
