Used in that context I would call it counter-conditioning or desensitization, with the goal of removing the anxiety through pairing the trigger with a pleasant experience.
As opposed to flooding, which could be forcefully taking the object away, or looming over the dog until it submits.
Or compulsion, which would be giving a physical or verbal correction.
I will use all 3 methods, depending on the dog and how previous training sessions have gone. I don't think counter-conditioning is pampering if you are working with a handler soft dog. I think it's avoiding conflict.