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Do not confuse negative reinforcement with punishment; negative reinforcement always increases a desired behavior by removing an unpleasant stimulus, whereas punishment always decreases an undesired behavior.
Remember that the variable ratio schedule is the most resistant to extinction; this is why gambling and lottery games are so addictive and difficult to stop.
Pay attention to the S-O-R formula for cognitive theories versus the S-R formula for behaviorism; the 'O' represents the active cognitive processes of the organism.
Keep in mind that learning does not increase the number of neurons; instead, it creates new neuro-chemical pathways and thickens the myelin sheath to speed up signal transmission.
For classical conditioning questions, always identify the timing of the stimulus; the stimulus (reinforcer) is delivered before the response, whereas in operant conditioning it is delivered after.