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According to the Rescorla-Wagner model, an increase in the association between the CS and US occurs when:
Rational Decision Making
A systematic process of defining problems, evaluating alternatives, and choosing the most optimal solution based on logical and analytical reasoning.
Utility
The want-satisfying power of a good or service; the satisfaction or pleasure a consumer obtains from the consumption of a good or service (or from the consumption of a collection of goods and services).
Costly Temptations
Unnecessary expenses or indulgences that can detract from long-term financial goals and stability.
Altruistic Behaviors
Acts motivated by the intention to help or benefit another individual or group of individuals without expectation of benefit for oneself.
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