when a behaviour is followed by a desirable consequence (reward) and is more likely to be repeated
negative reinforcement 

when a behaviour is followed by the removal when a behaviour is followed by the removal of an adverse consequence and is more likely to be repeated
positive punishment 

when a behaviour is followed by an unpleasant consequence and is less likely to be repeated
negative punishment 

when a behaviour is followed by the removal of a desirable consequence and is less likely to be repeated
classical conditioning 

learning through association
operant conditioning 

learning through rewards and reinforcements
pavlov’s dogs
• he presented a bell (neutral stimulus) with food (unconditioned stimulus) which already produced an unconditioned response of salvation
• after many pairing of the food and bell, the bell becomes a conditioned stimulus and the salvation becomes a conditioned response
things that can effect classical conditioning 

• timing
• extinction
• spontaneous recovery
• stimulus generalisation
reinforcement 

strengthening a response or behaviour and ensuring that it occurs again in the future
skinners rats
discovered operant conditioning (learning through reinforcement)
rewarded a rat with food every time it pressed a lever (positive reinforcement)
strength - scientific credibility
behaviourists focused on measurements of observable behaviour within highly controlled lab settings
by breaking down behaviour into basic stimulus response units all possible extraneous variables are removed allowing a cause and effect relationship to be established
strength - real world application
behaviourism has made important contributions to our understanding of mental illness
e.g. many phobias are thought to be result of earlier learning which has helped psychologists develop therapies
weakness - oversimplified the learning process
by reducing behaviour to simple components, behaviourists may ignore an important influence on learning (human thought)
other approaches e.g. SLT have drawn attention to mental processes involved in learning
this suggests that learning is more complex than observable behaviour alone
weakness - use of animal studies
many consider using animals in studies to be unethical as there is less concern about protection from harm in non-human studies
some argue that findings from animal studies aren't generalisable to human behaviour