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The problem with always rewarding a behavior is that you get used to the reward. If you purchases a brand several times and are satisfied each time, you may become brand loyal.
Brand loyalty is what happens if you have a favorable attitude toward a particular brand and buy that brand all the time. Stimulus Discrimination: Suppose a dog has been conditioned to salivate at the sound of a bell.
The dog is very hungry and a car siren goes off and the dog salivates. It is more likely to occur when the drive (hunger) is strong.
If a dog only salivates at the sound of a particular bell, this is known as stimulus discrimination.
There are guard dogs that will only attack if they hear a particular word. That would be an example of stimulus discrimination.