Covers classical conditioning (Ivan Pavlov, John Watson, conditioned aversions and phobias, factors that affect conditioning, habituation, cue-elicited craving, behavioral tolerance, generalization vs. discrimination, biopreparedness); operant conditioning (Edward Thorndike, B.F. Skinner, 4 operant learning types [positive/negative reinforcement/punishment, escape and avoidance conditioning, primary vs. secondary reinforcers, generalization, reinforcement schedules [variable/fixed ratio/interval], habituation vs. satiation, extinction); Albert Bandura (observational learning, effective models, vicarious conditioning/trauma, reciprocal determinism, self-efficacy); Julian Rotter (behavioral potential formula, generalized expectancy, locus of control, learned helplessness, learned optimism/hopefulness); Walter Mischel (person-situation debate, trait vs. state, personality paradox, personality signatures, self-regulation, delayed gratification, marshmallow experiments); and impact of culture on personality and consumer behaviors.