A Consumer Learns Not to Perform Responses That Lead To

question 115

Multiple Choice

A consumer learns not to perform responses that lead to:

• A) negative reinforcement.
• B) punishment.
• C) extinction.
• D) wearout.

---

Definitions:

Sensation Seekers

Individuals who have a heightened preference for experiences and activities that are stimulating or novel.

Risky

Involving or associated with the possibility of negative outcomes or danger.

Opponent-process Theory

A psychological and neurological model that explains how the perception of colors is achieved by the brain through the activation of opposite (or opponent) processes.

Hedonic State

An individual's experience of pleasure or happiness, often influencing their behavior or decisions.