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CONSUMER
BEHAVIOR, 10e
Michael R. Solomon
3-1
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Learning Objectives
When you finish this chapter, you should
understand why:
• Components of Conditioning
• Unconditioned stimulus
• Conditioned stimulus
• Conditioned response
• Conditioning Issues
• Repetition
• Stimulus generalization
• Stimulus discrimination