Operant conditioning (as described by B. F. Skinner) views learning as a process involving reinforcement and punishment.[26] Coaches are encouraged to always reinforce healthy and productive behaviours through verbal reinforcement, such as motivational words and images.[27] Intrinsic reinforcement (i.e. reinforcement from within the individual) can also play a huge role in improving performance and encouraging goal-directed action.[3] Though punishment can direct clients towards desired behaviours, performance may be hindered by unwarranted side effects, such as anxiety and resentment towards the coach.[18][26]