I can't watch the video, so maybe it was covered, but it can also have the opposite effect. Applying a reward or a fine pegs a "price" to the action and can pro

I can't watch the video, so maybe it was covered, but it can also have the opposite effect. Applying a reward or a fine pegs a "price" to the action and can produce something opposite to the desired outcome. The common example is if a daycare has parents frequently turning up late for pick up, so they have to stay open late. So they decided to apply a surcharge for latecomers in a study. The problem got worse, since the the value of the fine was less impactful than the guilt felt by most parents. It was now seen as more acceptable to be late. Example write-up: http://freakonomics.com/2013/10/23/what-makes-people-do-what-they-do/ http://freakonomics.com/2013/10/23/what-makes-people-do-what...