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I align with @KTinaN ‘s thoughts-that a negative association is being connected with.
My sister’s dog had a negative experience with getting in the car after the vet one visit. After that, he was fearful of the open back seat car door (poisoned cue!). He was reluctant to approach. I tried to work with him a few minutes but soon realized it was going to be too stressful for him. I first tried switching to my car (new context, right?) but realized that too was just as stressful for him. Thinking of how I can change this completely, I opened the rear hatch of her SUV. He showed some fear but, there was a little interest/curiosity. We then got an old pet ramp she had and began tossing high value treats on the lower section of the ramp. Using desensitization and counter-conditioning for the next 2 weeks, we got him up the ramp and in the back of the SUV with a sense of willingness and good body language.