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The world-famous psychologist, proved through his experiments that an animal rewarded for good behavior will learn much more rapidly and retain what it learn far more effectively than an animal punished for a bad behavior. Later studies have shown that the same apples to humans. By criticizing, we do not make lasting changes and often incur resentment.

Humans don’t desire too many things, but few things people crave with insistence that will not be denied. Some of the things that most people want include:

1. Health

2. Food

3. Money and things money can buy

4. A feeling of importance