The way positive reinforcement is carried out is more important than the amount.

The line expresses a core behaviorist insight associated with Skinner’s work on operant conditioning: reinforcement is not merely a matter of “more rewards,” but of how contingencies are arranged. The timing, consistency, and contingency (whether the reinforcer clearly follows and depends on the behavior) shape learning more powerfully than sheer magnitude. In practice, small reinforcers delivered immediately and reliably after the target behavior can be more effective than large, delayed, or inconsistently applied rewards. The quote is often invoked in education, parenting, and organizational management to emphasize technique—clear behavioral goals, prompt feedback, and well-designed schedules of reinforcement—over lavish incentives.