ABSTRACT
The important role of reward and punishment in the motivation process has been evident throughout the book, although it typically has been implicit rather than explicit. For example, achievement evaluation can be regarded as rewarding or punishing; helping another is a reward, whereas aggression can be considered a form of punishment; and transgression was discussed in the context of reward and punishment as sources of power. Even emotions directed at self (pride, guilt) and others (gratitude, anger) have reward and punishment value. Thus, I now turn to this topic and explicitly address the antecedents and consequences of reward and punishment from an attribution perspective.
