reinforcement

in psychology
https://doi.org/10.1351/goldbook.12046
Use of a stimulus in operant conditioning to increase the likelihood that a particular behavior will occur.
Notes:
  1. Reinforcement may be positive (using a desirable stimulus) or negative (removing or withholding an adverse stimulus).
  2. In contrast to reinforcement, use of stimuli to decrease a behavior is called punishment.
Source:
PAC, 2015, 87, 841. (IUPAC Glossary of terms used in neurotoxicology (IUPAC Recommendations 2015)) on page 901 [Terms] [Paper]