Have students think of examples of products or services that each of them has purchased that fit the three types of motivational conflicts found in Figure 4.1.

Figure 4.1 TYPES OF REINFORCEMENT

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EVENT CONDITION APPLIED CONDITION REMOVED POSITIVE EXTINCTION REINFORCEMENT Effect: Removal of positive eventweakens responses preceding occurence. Effect: Positive event strengthens responses preceding occurrence. POSITIVE Learning Process: Consumerlearns that ВЕНAVIOR Learning Process: Consumer leams to perfom responses that produce positive outcome. responses no longer produce positive outcome. Strengthen Connections Weaken ВЕНAVIOR Connections PUNISHM ENT NEGATIVE REINFORCEMENT Effect:Negative event weakens responses that are followed by negative Effect: Removal of negative eventstrengthens responses that allow avoidance of outcome. NEGATIVE negative outcome. Learning Process: ВЕНAVIOR Consumer leams notto Learning Process: Consumerlearns to perfom responses that allow him or herto avoid negative perfom responses leading to punishment. outcome.