Classical conditioning is outside a person’s conscious control – the conditioned response develops automatically. In contrast, operant conditioning occurs in response to behaviour, which is under a person’s control. If a person behaves in a way that produces a pleasurable outcome, then that behaviour is positively reinforced, making the person more likely to behave that way again. Similarly, if a person behaves in a way that reduces an unpleasant feeling, then that behaviour is negatively reinforced, also making them more likely to behave that way again.