Pavlov was much earlier (1897) and formed the theory of classical conditioning where a primary stimulus (food) was paired with a neutral stimulus (a bell) under the right conditions until the neutral stimulus would evoke a similar automatic response as the primary stimulus (e.g. drooling).
What you are describing also sounds a little like operant conditioning, where a learned behaviour is reinforced or punished with the application or removal of a stimulus. Or in this case, where the link between a behaviour and a stimulus is eroded to the point where the learned link goes extinct, and the subject becomes desensitized to the repeated stimulus.