I.

Systems of Change
A. Lifton’s Brainwashing Technique
1. Attack on Identity
a) This has a destabalizing effect as people lose sense of who they
are
b) Losing sense of self leads to weakening of beliefs and values,
which are then easier to change.
2. Guilt
a) Constant arguments that cast the person as guilty of any kind of
wrong doing leads to SHAME and a feeling of deserved
punishment
b) Personal notes
(1) Failure to satisfy partners as a man
(a) Deserve chastity
(2) Failure to provide for family as a male
3. Self Betrayal
a) Denouce friends and family?
(1) Destroys their sens of identity and reinforces guilt
(2) Separates them from their past
4. Breaking Point
a) Constant repetition of stages A-C eventually lead to breakdown
b) Cry inconsolably, convusive fits, deep depression
c) Losing sense of who they are and fearing total annihilation of self
5. Leniency
a) At the point of fearing annihilation of self
b) Offered a small kindness, brief respite from assault on identity
(1) In interrogation techniques a cigarette or drink
(2) Instills a deep sense of gratitude to torturer
(3) Hurt and rescue technique
(4) Personal note
(a) A nights sleep
(b) The ability to orgasm as single time
6. Compulsion to Confess
a) Due to E. faced with contrast of potential for continuing A-C vs the
potential for E.
b) May also feel obligation of Exchange in a need to repay kindness
of E.
c) May also be exposed to them the opportunity to assuage
themselves of their guilt through confession
7. Channelling of Guilt
a) Guilt and shame induced by A-C induces heavy burden of being
just wrong
 b) Redirect guilt towards what they please, such as living a life of
wrong and bad action due to living under an ideology which is,
itself wrong
c) Personal note
(1) Should never have tried to be a boy/man/male
(2) Told you were male by parents, uneducated, etc
(3) Changes in time and understanding created
uneducated doctors that said you were male.
8. Reeducation: logical Dishonoring
a) The notion that the root cause of guilt is an externally imposed
ideology is a straw to grasp at.
b) If you were taught wrongly, then it is the teachers and ideology
that is more at fault.
c) To assuage guilt, further confession about all acts under the
ideology are brought out.
d) By mentally throwing away these acts they are now completing the
act of rejecting the whole ideology
9. Progress and harmony
a) Rejection of old IDeaolgy leaves a vacuum into which a new
ideology can be introduced as antithesis of the old ideology.
b) New ideology is portrayed as harmonious and ideally suited to the
person’s needs.
10. Final confession and rebirth
a) Faced with the stark contrast of pain of hte past with the rosy glow
of the future in the new ideology, person sheds final allegiance to
old ideas, confessing any remaining deep secrets and takes on
new ideas completely.
b) May be accompanied by rites of passage as the person is
accepted and cemented into the new order.
c) Rituals will typically include strong statements made by the person
about accepting the new ideology fully and completely, swearing
allegiance to its leaders.
(1) Saluting flags
(2) Kissing other artefact and symbolic acts
(3) All solemnly performed, all anchor them firmly in the new
ground
B. 7 stages of grief
1. Normal Existance (Pre Grief)
2. Receipt of information
3. Denial
4. Anger
5. Bargaining
6. Depression
 7. Acceptance
8. Normal Existance (post grief)
C. Stages of Change
1. Precontemplation
a) People do not intend to take action in the foreseeable future
(definied as within the next 6 months)
b) Unaware that their behavior is problematic or produces negative
consequences
2. Contemplation
a) Intending to start healthy behavior in the foreseeable future
b) Recognize behavior is problematic
c) May still feel ambivalent
3. Preparation (determination)
a) People are ready to take action within 30 days
b) People start to take small steps toward the behavior change
c) Belief that changing behavior leads to a better life
4. Action
a) People have recently changed behavior (within the last 6 months)
b) Intention to keep going with the behavior change
c) Modifying their problem behavior or acquiring new healthy
behaviors
5. Maintenance
a) Sustained behavior for 6 months and intend to maintain behavior
change
b) Work to prevent relaps to earlier stages
6. Termination
a) No desire to return to unhealthy behaviors and are sure they will
not relaps
b) Rarely reached
c) Stay in maintenance stage
d) Not usually considered in health promotion programs
II. Methods of Change
A. Classical Conditioning (Pavlov)
1. Learning via Association
2. 2 stimuli linked together to produce a new learned response
3. Stage 1 Pre conditioning
a) Stimulus in the environment produces a behavior that is unlearned
(1) Smell of food causes salivation
(2) Scent of perfume creates a sense of happiness
(3) Stomach virus produces nausea
b) Stage involves a neutral stimulus which has no effect on a person
(1) A bell
 (2) Eating certain food
(3) A specific person or object
4. Stage 2 During Conditioning
a) Neutral Stimulus is associated with unconditioned stimulus
b) Examples
(1) stomach virus is associated with a specific food
(2) Perfume is associated with a person
(3) Sound of a bell is associated with the small of food
c) Conditioned stimulus should occur before the unconditioned
stimulus rather than after
(1) Bell, then smell
(2) Person, then perfume
d) Trama can link the CS with the UCS with fewer, or even a single
exposure
(1) Food poisoning creates nausea association with a certain
food after a single incident
5. Stage 3 After condtioning
a) Chocolate now produces nausea, when there is no virus
b) A person is found attractive, when not wearing perfume
6. Frequency of conditioning and extinction of conditioning
a) Greater Frequency
(1) More dramatic response
(2) Response goes extinct faster
b) Less frequency
(1) Takes longer to have response
(2) Response stays in place longer
7. Methods of Exposure
a) Mere Exposure Effect
(1) Repeated exposure increases positive association
b) Evaluative Conditioning
(1) Pairing brand with images of famous actress to alter
evaluations
c) Approach / Avoidance
(1) Pulling something towards you like soda
(2) Pushing something away from you, like alcohol
d) Intersecting Regularities
(1) Pair negative stimulus with Image A
(2) Pair Image A with Image B (without negative stimulus)
(3) Image B will still be associated with Negative Stimulus)
B. Operant Conditioning
1. Terms
a) Positive = something is added
b) Negative = something is removed
c) Reinforcements encourage a behavior
 d) Punishments discourage a behavior
2. Positive Reinforcement
a) Something is added to increase the likelihood of a behavior
(1) Rewards such as candy, privileges, etc
3. Positive Punishment
a) Something is added to decrease the likelihood of a bheavior
(1) A scolding
(2) Whipping
4. Negative Reinforcement
a) Something is removed to increase the likelihood of a behavior
(1) The constant, annoying beep beep in a car that only stops
when the seat belt is put on.
(2) Application of pressure to a horses neck, until the horse
performs the desired behavior such as turning
5. Negative Reinforcement
a) Something is removed to decrease the likelihood of a behavior
(1) Having privileges revoked such as being grounded
(2) Removing a pleasing sensation (being forced to stop
playing with self, when certain conditions are present)
6. Most effective are Positive and Negative Reinforcements
C. Processes of Change
1. Consciousness raising
a) Increasing awareness of healthy behavior
2. Dramatic relief
a) Emotional arousal about the healthy behavior
b) Two types of arousal
(1) Positive, life will be better with change
(2) Negative current behavior causes problems.
3. Self-reevaluation
a) Self reappraisal to realize the healthy behavior is part of who they
want to be.
4. Environmental reevaluation
a) Social reappraisal to realize how their unhealthy behavior affects
others
5. Social liberation
a) Environmental opportunities that exist to show society is
supportive of healthy behavior
6. Self liberation
a) Commitment to change behavior based on the belief that
achievement of the behavior is possible
7. Helping relationships
a) Finding supportive relationships that encourage the desired
change
8. Counter-conditioning
 a) Substituting healthy behaviors and thoughts for unhealthy
behaviors and thoughts
9. Reinforcement management
a) Rewarding positive behavior and reducing the rewards of negative
behavior
10. Stimulus control
a) re=engineering the environment to have reminders and cues that
support and encourage the healthy behavior and remove those
that encourage unhealthy behavior.

III. Identity and Marketing

A. The Five Layers of Identity
1. What You Are
a) Observable Characteristics
(1) Height, weight, Eye color
b) Demographics
(1) Geographic location
(2) Income
c) Personal notes
(1) Physically weak
(2) Fat
(3) Long feminine hair
2. What Actions you take
a) Actions are caused by true identity
(1) They reflect what you care about
b) Take action in ways that reinforce identity
c) Action based identities (end with er smoker, player,)
d) Personal notes
(1) Crossdressing
(2) Submissive
(3) Passive
(4) Beastiality
(5) Anal sex
3. What you care about
a) Actions (2) are born of things you care about
b) You do what you care about
c) You avoid what you don’t care about
d) Personal Notes
(1) Cock
(2) Feminization
(3) Personal relationships
(a) Failed girlfriends
(b) Peers
 (c) parents
4. What you believe in
a) Fundamental level of identity
b) Public institutions associated with
c) Personal notes
(1) Science based information
(2) Religious bias
B. Maslow’s Hierarchy of Needs
a) When a lower level needs ar enot met, then higher level needs will
be abandoned in favor of shoring up deeper needs
2. Physiological
a) Health
b) Food
c) Sleep
3. Safety
a) Shelter
b) Removal from danger
4. Belonging
a) Love
b) Affection
c) Being part of a group
5. Esteem
a) Self-esteem
b) Esteem from others (reassurance, confirmation, validity)
6. Self-actualization
a) Achieving individual potential
C. Basis For Identity
1. Identity formation
a) Identify as unity with mother
b) Transitional objects
(1) Blanket or teddy bear
(a) “I am not my teddy”
(2) Removal of transition objects create distress
(3) Pattern continues as we identify with our possessions and
the things around us
2. Individual Identity
a) Internal Definition with limited reference to others
b) When this is the major form identity, little is felt to be shared in
common with others
3. Group Identity
a) Categorize ourselves in terms of people and groups
b) Tribal mentality
c) Fear of rejection reinforces conforming to group identity
 (1) When the group changes, we conform to the changes due
to fear of rejection
d) Satisfies Belonging and esteem needs
4. Social comparison
a) Comparison and contrast with others
b) If we have more, we feel superior
(1) Size of gap
(a) If we have a LOT more, we feel a LOT more
superior
(b) Larger gaps may create isolation
c) Usually appears in forms of status
(1) Drives us to acquire status symbols
d) Associated with Esteem and Self-actualization
5. Identity paradoxes
a) Me Vs. Us
(1) The good of the many, outweighs the good of the few, or
the one
b) Perfect me vs real me
(1) We regularly break our own values
(a) When they are force together we find justification
and excuse for misdemeanors
6. Identity Statements
a) I Can
(1) Statements of ability show a person in terms of what they
can do.
(2) I am able
(3) I am capable
(4) You can
b) I have
(1) Possessions of items, family, people (children)
(2) Personal note
(a) I have the ability to . . .
(i) Not an I can statement
(ii) Is a possessive of ability statement
c) I like
(1) Connecting sense of self with actions or behaviors we like
(I like flying)
d) I am
(1) Associates any concept very closely with identity
(a) I am happy
(b) I am an accountant
(c) I am buddhist
(2) Personal note
(a) You have the ablity
 (i) I Can statement
(ii) I have statement
e) I remember
(1) Identity through memories
IV. Combined Systesm of Change
A. Pre Contemplation / Normal Existance
1. Seeds of Doubt
B. Receipt of Information / attack on identity
1. Denial
2. Anger
C. Contemplation
1. Bargaining
2. Guilt
3. Depression
D. Determination
1. Self Betrayal
2. Breaking Point
E. Preparation
1. Leniency
2. Compulsion to confess
3. Channeling of guilt
F. Reeducation and logical dishonoring
1. Acceptance
G. Action
1. Progress and harmony
2. Final confessions and rebirth
H. Maintenance
1. Rituals from final confession and rebirth
I. Termination
1. Post Normal Existance