Page 221 - Nutrition Counseling and Education Skills: A Guide for Professionals

defined as consequences that strengthen and increase the frequency of a behavior.2 Examples are praise for a
job well done, good grades received in school, money in the form of a salary increase, and token reinforcers
such as stars or smiley-face stickers on a chart. When behaviors persist or increase over time, one may assume
that the consequences are positively reinforcing them. The pleasure associated with eating, for example, is a
positive reinforcer, ensuring that people will consume their favorite foods again and again.

People learn through active involvement.
Source: US Department of Agriculture.

These reinforcers are highly personal, however, and none can be assumed to be effective all the time. The
behavior of an employee who has a poor relationship with a supervisor, for example, may not be affected by
the supervisor’s praise. And the professional’s praise of a client who has followed a dietary regimen may not
matter to that specific individual. The person must value the reinforcer to increase the frequency of a desired
behavior. The professional can explore the items that an individual considers positive reinforcers and can help
arrange such reinforcement in the person’s environment. Knowledge of results is also an effective secondary
positive reinforcer. Clients and employees should know their stage of progress. If they know they are doing
something properly, that knowledge reinforces the response.

The way in which praise is given is also important, and the person doing the praising must be believable.2
The praise should recognize a specific behavior, so the person clearly understands why he or she is being
recognized. “Good job” as a praise is not as effective as saying specifically, “Thanks for completing the extra
project on time. I appreciate it.”

Negative Reinforcers/Escapes

Reinforcers that are escapes from unpleasant situations are called negative reinforcers. These also strengthen
behaviors because they enable the individual to withdraw from unpleasant situations.2 Overeating may be
reinforcing if the individual escapes, for example, feelings of loneliness, unhappiness, and fatigue. Or, an
employee may escape the supervisor’s wrath by behaving correctly. If some action stops, avoids, or escapes
something unpleasant, the person is likely to repeat that action again when faced with a similar situation.1

Punishers

221