learning by reinforcement - if behaviour is reinforced (adding something positive or removing something negative) more likely we are to repeat it - main behaviour being reinforced is crying (hungry) in early attachment - when caregiver responds by feeding, reduces discomfort and behaviour is repeated (positive reinforcement) - crying distressing for caregiver, when feeding stops crying, caregiver repeats behaviour (negative reinforcement) - child and caregiver mutually reinforce one another