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Premack can be a tough one for clients to understand. I often pull out a Pink Floyd quote to help them understand, “You can’t have your pudding, if you don’t eat your meat”.
Once they see it in action though (like how solid and happy a Wait can be when it is followed by heading outside for a sniff), folks are generally sold on the notion!
Have you all found other ways to help clients understand Premack, either in theory or inaction?