Extrinsic Motivation: Using Reward and Punishment

Abstract

Permeating every society and every culture, every business and every household, there is a fundamental behaviorist idea about behaviors and how to change them: the law of effect. It is the belief that if you reward certain behaviors you will get more of them, and if you punish certain behaviors, you will get less of them. This belief is so basic that it should not sound controversial to you. And if you want proof, just ask any parent or dog owner and they will tell you: when it comes to encouraging behaviors, sweets and treats work.