In 2013,an advertising agency stopped paying bonuses to executives who had attracted new clients.In 2014,the agency signed no new clients.This example illustrates:

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This example illustrates the process of extinction. The behavior (attracting new clients) was previously reinforced with bonuses, but when the bonuses were no longer given, the behavior eventually stopped occurring altogether. This is extinction - the gradual weakening and eventual disappearance of a behavior when it is no longer reinforced.

In 2013,an Advertising Agency Stopped Paying Bonuses to Executives Who