In the present article, the authors challenge the notion that punishment has either no lasting effect on behavior or detrimental effects. In so doing, the limitations of extinction and counterconditioning are discussed along with situations in which punishment is the better alternative for eliminating particular behaviors. In the last half of the paper, variables are explored which are suggested to alter the effectiveness of punishment, including timing, consistency, intensity, adaptation to punishment, alternative means of obtaining a goal, relationship between punishing agent and recipient, and cognitive variables.
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