It's that thing you think you know when you don't; you think it means punishment, when it means a reward by having a stimulus removed.
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What I realized is that *seeing everybody else punished but you* is in all regards a form of negative reinforcement — a highly sought one.
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More fun: for it to function that way, you have to conceive of yourself as potentially susceptible to the punishment being performed.
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Which could just be a general sense of vulnerability. But it also works great if you are personally guilty of the behavior being punished.
End of conversation
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