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An attorney with a long and impressive track record, Tracey is helping to resolve a dispute between an inventor and a large corporation that he claims has stolen his idea. After a great deal of argument from both sides, Tracey receives offers from both sides. The inventor asks for damages of $3 million, royalties of 10 percent on the invention for the next 10 years, and a written apology, whereas the company offers to pay $1.25 million, with royalties of 7 percent for 5 years, as well as a written apology. After considering both offers and the arguments behind them, Tracey determines that the company's offer is fair, and an agreement is reached. This is an example of
Stimulus Discrimination
the ability to differentiate between similar stimuli and respond differently based on their distinct features.
Backward Conditioning
A learning process where a conditioned stimulus is presented after the unconditioned stimulus, generally considered ineffective.
Licensing
A business arrangement in which one party allows another to use its brand, patent, or intellectual property in exchange for a fee or royalty.
Product Association
The connection or linkage of a product with certain qualities, emotions, or concepts in the minds of consumers.
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