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For most products, as long as the customer perceives the ratio of price and benefit to be at least at equilibrium, perceptions of __________ will likely be favorable.
Rescorla
Associated with the Rescorla-Wagner model of classical conditioning, focusing on the strength of associations between conditioned and unconditioned stimuli.
Phobias
Intense, irrational fears of specific objects, activities, or situations that lead to a desire to avoid them.
Classical Conditioning
The practice of learning by frequently pairing two stimuli together; a response first provoked by the second stimulus is later provoked by the first stimulus without the second.
Conditioned Emotional Response
An emotional reaction acquired through classical conditioning, where a previously neutral stimulus is paired with an emotionally charged stimulus.
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