Operant conditioning by Burrhus Frederick Skinner, showed that people learn to behave in certain ways because of reinforcement. This a product of a psychology school of thought, behaviorism, which comes in the notion that whatever a person behave is what matters instead of his mind, pioneered by John B. Watson. If a person wants to retain the behavior, then he will do positive reinforcements example, positive stroking. If the behavior is undesired and needs to be exterminated, then a punishment will be instilled.