The second is reducing such behavior that's targeted. The first is to give reinforcement so that the preferred behavior is shown.
One that's highly important is differential reinforcement. Within Applied Behavior Analysis exists many techniques to help develop good behavior in patients.
The idea of differential reinforcement centers on an understanding of people and how they repeat rewarded behaviors, and that the chances of behaviors that aren't reinforced are reduced. However, the result has never changed, which is to motivate preferred behavior by reducing reinforcement altogether. Multiple techniques exist that have been used in the administration of differential reinforcement.
