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6 Learning and Memory: Consumer Behavior, 11E
6 Learning and Memory: Consumer Behavior, 11E
CONSUMER
BEHAVIOR, 11e
Michael R. Solomon
• Components of Conditioning
• Unconditioned stimulus
• Conditioned stimulus
• Conditioned response
• Conditioning Issues
• Repetition
• Stimulus generalization
• Stimulus discrimination
• Positive reinforcement
• Negative reinforcement
• Punishment