“…Some recent experiments from our laboratory have provided behavioral evidence for the conditioning of sexual arousal by excitatory Pavlovian processes (Zamble, Hadad, & Mitchell, 1985; Zamble, Hadad, Mitchell, & Cutmore, 1985). Unconsummated sexual arousal functioned as an effective unconditioned response (UCR) in classical conditioning, just as it had been found to function as an effective reinforcer in instrumental learning (Sheffield, Wulff, & Backer, 1951; Whalen, 1961).…”