Introduction to Learning and Behavior 4th Edition by Marcia Darvin Spada, Russell Powell, Lynne Honey,Diane Symbaluk

Exercise 4

David watches a television infomercial about a new product guaranteed to promote weight loss. The audience members are smiling, laughing, and enthusiastic in their praise for the product. Later, David decides that he will buy the product, even though he initially viewed it with skepticism. David's buying decision is probably motivated by v __________e__________ conditioning that occurred during exposure to the infomercial.