There is a controversy about the mechanisms involved in the interspecific communicative behaviour in domestic dogs. The main question is whether this behaviour is a result of instrumental learning or higher cognitive skills are required. The present investigations were undertaken to study the effect of learning processes upon the gaze towards the human's face as a communicative response. To such purpose, in Study 1, gaze response was subjected to three types of reinforcement schedules: differential reinforcement, reinforcer omission, and extinction in a situation of "asking for food". Results showed a significant increase in gaze duration in the differential reinforcement phase and a significant decrease in both the omission and extinction phases. These changes were quite rapid, since they occurred only after three training trials in each phase. Furthermore, extinction resulted in animal behaviour changes, such as an increase in the distance from the experimenter, the back position and lying behaviour. This is the first systematic evaluation of the behavioural changes caused by reward withdrawal (frustration) in dogs. In Study 2, the gaze response was studied in a situation where dogs walked along with their owners/trainers. These results show that learning plays an important role in this communicative response. The possible implications of these results for service dogs are discussed.