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Psychologist B。 F。 Skinner examines the effects of positive and negative reinforcement on the
behavior of people and animals。
New Interview
Howard Rachlin looks at what developments have occurred in the field of operant condition
since the time of B。 F。 Skinner
FILMS AND VIDEOS
Animal Behavior： The Mechanism of Imprinting （1977）。 IU （CORT）； 14 minutes
From the first hours of life； ducklings recognize their mother and follow her everywhere。 Do they
know her instinctively？ Are they born to accept only adult ducks as parents？ Scientists once
thought so until certain contrary observations led them to the concept of imprinting； a link between
instinct and learning。 A good depiction of Lorenz’ theory。
Biofeedback： Medical Applications of Psycho…physiologic Self…Regulation （1987）。 Insight Media；
54 minutes
This program reviews treatment procedures from both the patient’s and the therapist’s
perspectives。 It describes the rationale for the self…regulation process； presenting cases involving
self…regulation training for hypertension； migraine； chronic back pain； anxiety； and post…traumatic
rehabilitation。
Child Management （1986）。 Insight Media； 20 minutes
Offers ideas on managing children’s behavior using learning theory principles of reinforcement。
Clarifies the difference between punishment and discipline and explains when each is appropriate。
Presentation is done with humor and sensitivity。 A good reinforcer for lectures on operant
conditioning。
A Conversation with B。 F。 Skinner （1972）。 （CRM） MCGH； 23 minutes
An interview conducted by Elizabeth Hall of Psychology Today。 Skinner traces the origin and basic
principles of behaviorism； including his views on control； punishment； and freedom。 He focuses on
the value of a culture designed by behaviorists； but also answers the typical criticisms； “Who will
keep the controllers honest？” and “What will happen to creativity in a culture controlled by
operant conditioning？” Skinner also discusses some of the problems of implementing behavior
modification systems。 Skinner’s fascination （his for his science and ours for him） is timeless。
Learning （1990）。 Insight Media； 30 minutes
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PSYCHOLOGY AND LIFE
Explains the fundamental processes of classical and operant conditioning and includes
information on taste aversion。 Includes an interview with B。 F。 Skinner and a segment on the use of
behavior modification with hyperactive children。
Observational Learning （1987）。 HARR； 23 minutes
Explores modeling and social learning theory and includes a demonstration of the Bandura and
Walters “Bobo Doll” experiment。 Effects of TV violence on aggression in children are discussed。 An
excellent film。
Pavlov’s Experiment： The Conditioned Reflex （1976）。 CORT； 9 minutes
This film explains the difference between conditioned and unconditioned reflexes； and outlines
Pavlov’s contribution to the study of the physiology of higher nerve activity in the brain。 Pavlov’s
famous experiment is realistically re…created to illustrate classical conditioning。 The preciseness
and repetition of a scientific experiment with a living organism are graphically apparent。 A quick
and excellent introduction to classical conditioning。
The Power of Positive Reinforcement （1978）。 ITJ （CRM）； 28 minutes
Illustrates how behavior…modification programs that emphasize positive reinforcement have
increased organizations’ productivity； savings； and employee satisfaction。 Shows implementation
of such programs in a division of 3M pany； Valley Fair Amusement Park； and the Minnesota
Vikings football team。 This film is useful because it shows real…world applications of operant
conditioning principles。
A Question of Learning （1982）。 FI； 60 minutes
Mingles dramatization of renowned experiments in behavioral studies with location footage to
examine how naturalists and scientists have uncovered the secrets of animal behavior。 Recreates
Pavlov’s discovery of the conditioned reflex； Thorndike’s experiments with chicks； and Skinner’s
famed work at Harvard during the 1930s。
Skinner and Behavior Change： Research； Practice and Promise （1979）。 REPR； 45 minutes
The development of modern behaviorism is examined。 Skinner is interviewed on theory； uses； and
ethical issues。 Examples of the uses of behavior modification are shown。
A World of Difference： B。 F。 Skinner and the Good Life； Parts 1 and 2 （1979）。 TLF； 53 minutes
Traces the development of behaviorism and B。 F。 Skinner’s application of the theory in raising his
infant daughter in an environmentally controlled box； as well as his early experiments with
pigeons。 Includes a visit by Skinner and his family to Twin Oaks； the rural Virginia mune that
attempts to live according to the principles in Walden Two。 mune members describe their
successes； failures； and modifications of Skinner’s model； emphasizing their difficulties with sex
and economic roles。 Produced for the NOVA series。
Keynote Address： B。 F。 Skinner’s Lifetime Scientific Contribution Remarks （1990）。 American
Psychological Association； 19 minutes
Skinner reviews the path psychology has taken from early introspective methods to modern day
methods including natural selection and operant conditioning。
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CHAPTER 8
Memory
LEARNING OBJECTIVES
On pletion of this chapter； students should be able to：
1。 Identify and describe the different types of memory； such as implicit； explicit； declarative；
and procedural
2。 Understand the sensory memory systems
3。 Describe the nature and functions of short…term and working memory
4。 Describe the nature and functions of long…term memory
5。 Demonstrate knowledge of interference theory
6。 Explain the significance of encoding specificity to the retrieval process
7。 Describe the nature and implications of the serial position curve
8。 Demonstrate an understanding of levels of processing theory
9。 Define the nature and function of metamemory
10。 Identify the importance of reconstructive processes to memory
CHAPTER OUTLINE
I。 What is Memory？
A。 The goal of the chapter is to explain how you usually remember so much； and why you
forget some of what you have known
1。 Memory； a type of information processing； is the capacity to store；
encode； and retrieve information
B。 Ebbinghaus Quantifies Memory
1。 Ebbinghaus made a cogent argument for empirical investigation of
memory and developed a brilliant methodology to study it
a） Ebbinghaus used nonsense syllables and rote learning to study
what he thought was pure memory
b） Non…sense syllables are meaningless three…letter binations
consisting of a consonant； followed by a vowel； followed by a
consonant。 Ebbinghaus felt that these meaningless
binations were not contaminated by previous learning。
c） Rote learning is memorizing by mechanical repetition； as when
memorizing a list of words
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CHAPTER 8： MEMORY
d） In his methodology； Ebbinghaus learned lists of nonsense
syllable to a criterion performance level； in his case perfect
memory。 He would then distract himself f