In reinforcement theory, it is argued that human behavior is a result of "contingent consequences" to human actions The publication pushes forward the idea that "you get what you reinforce" This means that behavior when given the right types of reinforcers can change employee behavior for the better and negative behavior can be weeded out. The model of self-regulation has three main aspects of human behavior, which are self-awareness, self-reflection, and self-regulation. Reinforcements traditionally align with self-regulation. The behavior can be influenced by the consequence but behavior also needs antecedents. There are four types of reinforcement: positive reinforcement, negative reinforcement, extinction, and punishment. Positive reinforcement is the application of a positive reinforcer. Negative reinforcement is the practice of removing something negative from the space of the subject as a way to encourage the antecedent behavior from that subject. Extinction involves a behavior that requires no contingent consequence. If something (good or bad) is not reinforced, it should in theory disappear. Lastly, punishment is an imposition of aversive consequence upon undesired behavior. Punishment by removal is a common example or removing a benefit following poor performance. While reinforcement does not require an individual to consciously perceive an effect elicited by the stimulus, it still requires conscious effort to work towards a desired goal. Rewarding stimuli, which are associated with "wanting" and "liking" (desire and pleasure, respectively) and appetitive behavior, function as positive reinforcers; the converse statement is also true: positive reinforcers provide a desirable stimulus. Reinforcement does not require an individual to consciously perceive an effect elicited by the stimulus. Thus, reinforcement occurs only if there is an observable strengthening in behavior. However, there is also negative reinforcement, which is characterized by taking away an undesirable stimulus.

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