Final answer:
The use of a loyalty program where points earned lead to a $5 coupon is an example of positive reinforcement, as it adds a desirable stimulus to increase a purchasing behavior. This concept is different from negative reinforcement, punishment, and extinction, all of which are part of operant conditioning.
Step-by-step explanation:
In operant conditioning terminology, when Reshma shops at Petco for her dog supplies and earns one loyalty program point for every dollar spent, and after earning 100 points she gets a $5 off coupon to apply to her next purchase, this is an example of positive reinforcement. Positive reinforcement occurs here because a desirable stimulus (the $5 off coupon) is added to increase the likelihood of a behavior (spending money at Petco). This case is a real-world example of how operant conditioning principles are applied to consumer behavior to encourage repeat purchases and loyalty.
Positive reinforcement is distinct from negative reinforcement, which involves the removal of an aversive stimulus to increase the desired behavior. It is also different from punishment, where the goal is to decrease a particular behavior through adding a negative consequence (positive punishment) or removing a positive stimulus (negative punishment). Extinction occurs when the conditioned response decreases because the reinforcement is no longer provided.