The UR would be a general feeling of sexual excitement targeted toward men but could be experienced by either gender. The brand of vodka is the CS while the intended CR is a feeling of sexual excitement when viewing the brand.
Figure 1 - Smirnoff Ad (Crooked Brains, 2012)
3.How could stimulus control be used in the following behavior-modification programs? Be sure to describe the specific procedures that must be implemented in order for the treatment to work.
1. To treat drug abuse
This one is difficult because drug abuse has intrinsic conditioning already associated with it. After a drug user takes a drug, the sense of euphoria often becomes associated with the drug itself. Therefore, when a user simply sees the drug they could experience some euphoria. However, if a the CS could somehow be associated with the ill effects of drug use, such as vomiting, then maybe the CR could change.
2. To reduce arguing with a significant other
A spouse could possibly use a rubber band and snap their wrists while arguing. This could act to limit arguing for the avoidance of the negative CS.
3. To treat bulimia
This one is also difficult because vomiting is a rather negative response to eating (one would think). Therefore something that was perceived even more negative than vomiting itself would have to be used as a CS.
4. To reduce time spent watching TV
The tv viewer could put their feet in ice cold water until it was painful. Eventually the U.S. (ice cold water) would equate...
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