It's a technique used in animal training a lot. At least that's where I first encountered the term. The only difference really between us and your dog is we have the capability of understanding how we're being trained. But just because we can understand it, doesn't make it any less effective. The entire basis of our civilization is built off it. You break the law, you get negative reinforcement, from jail or fines, you work, and at minimum you're rewarded by having food and shelter, and enjoyable activities like destiny. You don't, and you live in a box under a bridge.