This combined survey of operant and classical conditioning provides professional and academic readers with an up-to-date, inclusive account of a core field of psychology research, with in-depth coverage of the basic theory, its applications, and current topics including behavioral economics. Provides comprehensive coverage of operant and classical conditioning, relevant fundamental theory, and applications including the latest techniques Features chapters by leading researchers, professionals, and academicians Reviews a range of core literature on conditioning Covers cutting-edge topics such as behavioral economics

This primer is a concise yet detailed account of the theory and principles of operant conditioning, based largely on the works of B. F. Skinner and his first- and second generation intellectual descendants. Despite the ubiquity, influence, and impact of operant principals within the fields of motivation, emotion, language, thinking, learning, and ethics, its impact and insights have gone widely unattributed; and, many of its principles are largely misunderstood. A primary purpose of this primer is to dispel those misunderstandings.

The approach to psychology advocated by the radical behaviourists was often misunderstood and frequently gave rise to controversy. Originally published in 1974, this book introduced current research in operant conditioning and explains the attempt to understand behaviour inherent in such experiments at the time. After considering the philosophical context in which behaviouristic psychology developed, the author outlines the basic characteristics of operant research by reviewing single experiments on the effects of reinforcement on behaviour. Chapters on schedules of intermittent reinforcement extend this approach to more complex situations and emphasize that behaviour can be maintained and controlled in many different ways by environmental events. The author then discusses recent work on conditional reinforcement and on the discriminative control of behaviour and shows how operant research has changed our understanding of these important concepts in psychology. Subsequent chapters review research within the operant paradigm on the effects on behaviour of punishment, anxiety, aversive stimuli and drugs, again by emphasising the special contribution to these topics made by operant conditioning techniques and methodology. The final chapters consider the general implications of operant research for educational practice and for clinical psychology, and place this approach within the context of psychology as a whole. Dr Blackman argues that it should be recognized as one important attempt to further the scientific analysis of behaviour. This book, filled a long recognized need for an undergraduate text in this area at the time, and helped students form their own evaluation. Now it should be read in its historical context.

Since the appearance of the treatise on "Schedules of Reinforcement" by Ferster and Skinner over two decades ago, the literature in behavior analysis, both experimental and applied, has been dominated by a range of studies dedi cated to providing ever more systematic and refined accounts of these "mainsprings of behavior control. " For the most part, the analysis has been pursued in the best traditions of "scientific methodology" with careful atten tion to the isolation of controlling variables in unitary form. Of late, relatively simple interaction effects have provided an important additional focus for more sophisticated analyses. It is clear, however, from even a cursory survey of the monumental research and conceptual analysis which is represented in this scholarly volume by Henton and Iversen that the surface ofthis complex "be havioral interactions" domain has barely been scratched. The primary focus of this pioneering effort extends the competing response analysis across all experimental schedules, both classical and instrumental, as well as the interactions between the two. Appropriately, the analysis empha sizes overt behavioral interactions, beginning with the simplest case of one operant and one respondent, and inevitably implicating more diverse and subtle interactions. As the analysis expands to include interactions between multiple recorded responses, increasingly more precise empirical specifications ofrecip rocal interactions in response probabilities are revealed independently of con ventional procedural labels (i. e. , operants, respondents, collaterals, adjunc tives, etc. ) and traditional theoretical distinctions.

This book uses material from the first edition of "Advanced Psychology Through Diagrams" combined with several new pages to meet the requirements of the new AS Level examination specifications. A new edition of "Advanced Psychology Through Diagrams" incorporating material from this new ASLevel book will be published in September 2001.

Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work. Offering not only a conceptual and theoretical grounding in persuasive techniques, this book also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion. To illuminate these theories, the authors include original case-studies on campaigns as diverse as Death Cigarettes, Mecca Cola, The Oxo Family and Renault Clio, as well as recent advertisements from BMW, McDonalds, Omega and Silk Cut. A genuinely fresh text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.

The second edition of this well-established text has been updated to match the revised course specifications for OCR, AQA and Edexcel syllabuses.