daenerys comments on The Power of Reinforcement - Less Wrong
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Bit of a tangent, but if you ever run across someone for whom this doesn't seem to work, check the hypothesis that they don't parse praise as a positive reinforcer. I don't know how common this is, but I actually have to make a conscious effort to keep it from acting as a mild punishment in most cases when it's applied to me. (Ditto M&Ms in the given context, I expect. Attention Bad.)
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.
-Learning and Behavior, p149