In 2010, an advertising agency stopped paying bonuses to executives who attracted new clients. In 2011, the agency signed no new clients. This example illustrates:

Question

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This example illustrates extinction because the behavior (attracting new clients) that was previously reinforced (with bonuses) was no longer reinforced, leading to a decrease in that behavior (no new clients were signed).

In 2010, an Advertising Agency Stopped Paying Bonuses to Executives