You are correct that there are many kinds of reinforcers, and it's important to make sure that the one you choose to use is something the receiver will desire.

"In other studies, animals and people given a choice between performing a task for either of two reinforcers often show strong preferences (Parsons & Reid, 1990; Simmons, 1924). Identifying preferred reinforcers can improve the effectiveness of a reinforcement procedure in applied settings (Mace et al., 1997).”

-Learning and Behavior, p149