If a consumer is no longer satisfied that her hair is silky smooth after using a brand of shampoo, the link between the stimulus (shampoo) and the response (silky smooth hair) is no longer reinforced. This is an example of:
A) extinction.
B) being forgotten.
C) reassessment.
D) change of consumer's preferences.

Question

Quizplus · Accepted Answer

This scenario describes the process of extinction, which occurs when the link between a stimulus and response is no longer reinforced, leading to a decrease in the frequency or strength of the response. In this case, the consumer's hair is no longer silky smooth after using the shampoo, indicating that the reinforcement (the silky smooth feeling) has been weakened or eliminated, leading to extinction.

If a Consumer Is No Longer Satisfied That Her Hair