Brand Equity Is Likely to Be Lower If Customers Insist

question 125

True/False

Brand equity is likely to be lower if customers insist on buying a product and retailers are eager to stock it.

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Definitions:

Counterconditioning

A behavior therapy technique where an unwanted behavior or response is replaced with a more desirable one by associating the unwanted behavior with a new, more positive stimulus.

Classical Conditioning

A learning process in which a natural response becomes associated with a previously neutral stimulus by repeated pairing.

Shaping

A method of behavior training in which reinforcement is given for progressively closer approximations of the desired target behavior.

Behavior Modification

A therapeutic approach that seeks to change undesirable behaviors through the use of positive or negative reinforcement.