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CLASSICAL CONDITIONING OF HUMAN BEHAVIOUR INTRODUCTION The theory of classical conditioning (also called Pavlovian conditioning) is accepted worldwide and has remained virtually unchanged since its conception of Pavlov's work. It is used to explain and interpret a wide range of human behaviour, such as where phobias come from, why we dislike certain foods, the source of our emotions, how advertising works, why we feel nervous before a job interview and before an exam and what arouses us sexually. PAVLOV Ivan Pavlov, the famous Russian physiologist, discovered these important relationships around the turn of the century. He created the first learning theory, which precedes the reinforcement theory. In his experiment with dogs, he discovered the process of reflex learning (Classical conditioning). That an unconditioned stimulus (food) which produces an unconditioned response (salivation) is presented together with a conditioned stimulus (bell), so that the salivation is eventually produced on the conditioned stimulus (bell) alone, thus becoming...

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