The end of Reinforcement both Positive and Negative

"We need continuous positive reinforcement in order to change our behavior."

What can I say to Brian here, reinforcement to change behaviour to the good is good. But how does one know what is the good for one. That is the question?

A relatively beningn example of reinforcement (can be call it teaching obedience) of whales being trained to jump ropes was presented. How about the shocking obedience created in human beings in the experiments by Dr. Stanley Milgram.

So maybe the reinforcement and the one doing it should be careful.