The Firm from Which an IMC Message Originates Is Called

question 97

True/False

The firm from which an IMC message originates is called the transmitter of the message.

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Definitions:

Secondary Reinforcer

A stimulus that has become rewarding through its association with a primary reinforcer.

Negative Reinforcer

An unpleasant or aversive stimulus that, when removed or avoided following a behavior, increases the likelihood of that behavior being repeated.

Positive Reinforcer

A stimulus which, when presented after a behavior, increases the likelihood of that behavior being repeated.

Positive Punisher

A stimulus that, when introduced after a behavior, decreases the likelihood of that behavior occurring again.