Extinction

The gradual decline in the likelihood of a conditioned stimulus (CS) eliciting a conditioned response (CR) due to its repeated presentation without the unconditioned stimulus (US) (Bouton, 2001; American Psychological Association, 2018). For example, if the Burger King logo is repeatedly presented without the Whopper (say you drive by the store but never go in), the likelihood of the logo eliciting a salivary response would gradually decrease.