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What ever the motivations are I believe that the will to win can be increased and taken advantage of for the good of the athlete and the club using the power of positive reinforcement. As if an athlete is told, and then believes they are getting better at something, it creates a domino effect and they'll want to become better again at it. Not many people enjoy being bad at things and staying bad at things.
"When used correctly, positive reinforcement can be very effective. According to a behavioural guidelines checklist published by Utah State University, positive reinforcement is most effective when it occurs immediately after the behaviour The guidelines also recommend the reinforcement should be presented enthusiastically and should occur frequently. "
I believe that everyone responds well to positive reinforcement not just young children and animals. If anything, I think that if you can make animals do tricks using positive reinforcement techniques it just shows how strongly it can effect us all as we are essentially evolved from animals. Immediately saying well done, good job, that better, great improvement etc, etc, as you see an athlete doing something right, be it, improve upon their technique, work hard during an erg piece or anything for that matter, will increase the likely hood of them wanting to do that activity again and increase the athlete's motivation to excel again.
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