who claimed that behavior is affected by positive reinforcement
Reinforcement Laboratory research on reinforcement is usually dated from the work of Edward Thorndike, known for his experiments with cats escaping from puzzle boxes.[10] A number of others continued this research, notably B.F. Skinner, who published his seminal work on the topic in The Behavior of Organisms, in 1938, and elaborated this research in many subsequent publications.[11] Notably Skinner argued that positive reinforcement is superior to punishment in shaping behavior.[12] Though punishment may seem just the opposite of reinforcement, Skinner claimed that they differ immensely, saying that positive reinforcement results in lasting behavioral modification (long-term) whereas punishment changes behavior only temporarily (short-term) and has many detrimental side-effects. A great many researchers subsequently expanded our understanding of reinforcement and challenged some of Skinner's conclusions. For example, Azrin and Holz defined punishment as a “consequence of behavior that reduces the future probability of that behavior,”[13] and some studies have shown that positive reinforcement and punishment are equally effective in modifying behavior. Research on the effects of positive reinforcement, negative reinforcement and punishment continue today as those concepts are fundamental to learning theory and apply to many practical applications of that theory.
Proactivity In organizational behavior and industrial/organizational psychology, proactivity or proactive behavior by individuals refers to anticipatory, change-oriented and self-initiated behavior in situations.[1] Proactive behavior involves acting in advance of a future situation, rather than just reacting. It means taking control and making things happen rather than just adjusting to a situation or waiting for something to happen. Proactive employees generally do not need to be asked to act, nor do they require detailed instructions.