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I think negative, external reinforcement has a much stronger real-world case. One only needs to look at the behaviour in countries like China or Japan, where guilt and social punishment has been used as a tool for probably thousands of years, with actual results. Singapore's a place that is well known for getting people to do the right thing, I'm not sure they managed to do it with pats on the back.I think negative reinforcement can work to get people to stop doing things. If you get people to associate feelings of shame or fear with doing things you don't want them to do, then they'll stop. If all you want is obedience, and you're working in a culture where reputation and avoiding shame is a big deal, this can work well.
But if you want more than obedience, if you want people to actually agree with what you're saying, and do (or don't do) things because they truly believe those things are good (or bad), then shame and fear probably won't get you far.
> And to pick up the examples from the article, environmentally-friendly behaviour, haven't we seen real results after we began, often with aggressive campaigns, how ruining the environment is both wasteful and harmful, having turned symbols of excess into symbols of shame?
Sure, and my opinion, at least in the US, is that it hasn't been anywhere near as effective as we need it to be. There are a lot of people here who just don't care about recycling or reducing waste, and many who don't even believe that burning fossil fuels is changing our climate.
Yes, we do have a lot of people who are genuinely trying to do the right thing. Some of that is due to fear of what will happen to them if they don't (which isn't ideal). In some places you can get fined for putting recyclable items in the trash bin; I expect many of the people who mainly recycle because they don't want a fine would likely just stop recycling if the threat of fines went away.
Others actually do believe in the cause of environmental protection, and believe that we need to take care of our planet for future generations; that's a positive-reinforcement outcome, though admittedly an uncertain-future one. Saving money on renewables (when that's possible) is a great positive that makes people feel like going that route is the right thing. I even remember in years past people considering reusable grocery bags as a sort of status symbol, as petty as that may seem.