Behavioural scientists, such as Gagne and Skinner (Curzon, 2003), tell us that behaviours, opinions, and attitudes
that are rewarded and reinforced are likely to be repeated and, ultimately, incorporated into our personal value set
and routine behaviour. The wise use of rewards and reinforcements increases the chance that the recognized
individual will repeat the desirable attitude and may serve also as an incentive for others to adopt the attitude as
well. Often our attitudes about the environment or politics come from information and persuasive communications
(Johnston, 2010).