Changing how your dog feels about something by consistently pairing it with something they love. When a trigger that used to predict worry starts to reliably predict food or play instead, your dog's emotional response shifts from "uh oh" to "yes please."

For example, if your dog is nervous about the doorbell, you can ring it (or play a recording) at a low volume and immediately feed a delicious treat. After enough repetitions, the doorbell itself begins to predict treats, and your dog starts to feel happy rather than anxious when they hear it.

Counter-conditioning is a form of classical conditioning, and it works best alongside desensitization, where you keep the trigger mild enough that your dog stays under threshold and can still take food. Use high-value treats, and make sure the trigger predicts the treat, not the other way around.