Edward Thorndike proposed this principle of Law of Effect. According to this law, those behavior that are reinforced with positive outcomes have more chances of repetition, and those behaviors that are met with negative reinforcers have less chance of reoccurrence.
Example- A child will learn to distinguish between the colors when she is rewarded with her favorite toy of the same color which she identifies correctly. Similarly, she will avoid making mistakes when her favorite toy is taken back for every wrong answer.
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