Fear of mice of both in vivo and in vitro desensitization during treatment. It is also helpful to encourage patients to experience some positive associations with mice: thus, the feared stimulus is paired with the positive rather than being continuously reinforced by the negative. An exaggerated, phobic fear of mice and rats has traditionally been depicted as a stereotypical trait of women, with numerous books, cartoons, television shows, and films portraying women screaming and jumping onto chairs or tables at the sight of a mouse – for example, Mammy Two Shoes in "Tom and Jerry". Despite the gender-stereotype portrayal Western murophobia has always
Abnormal profit Abnormal profit persists in the long run in imperfectly competitive markets where firms successfully block the entry of new firms. Abnormal profit is usually generated by an oligopoly or a monopoly; however, firms often try to hide this fact, both from the market and government, in order to reduce the chance of competition, or government intervention in the form of an antitrust investigation. In principle, there are three kinds of abnormal profit: Business writer Michael Porter and Anita M. McGahan undertook an empirical study of the "emergence and sustainability of abnormal profits" in 2003, in which they concluded that both