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A stimulus (like money) that has become associated with a need or reward (like power) and, when presented after a response, increases the likelihood the response will be repeated, is called a

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These stimuli are known as secondary reinforcers. Secondary because they are not a biological need such as food, sex, or water. Rather, they are secondary because they are a want and would give pleasure to the person receiving it even though he or she does not need it. 

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