The contention that the frequency with which a response is made increases if the response is followed by a pleasurable event and decreases if it is followed by a painful event was called:

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The contention described in the question is known as the Spencer-Bain principle, which is also referred to as the law of effect. This principle was developed by psychologists Herbert Spencer and Alexander Bain, and states that behavior that is followed by positive consequences is more likely to be repeated, while behavior that is followed by negative consequences is less likely to be repeated.

The Contention That the Frequency with Which a Response Is