Operant conditioning is one of the most effective ways of shaping desired behavior in people and animals. This is done by rewarding desired behavior and punishing poor behavior. Animals can be strongly influenced when rewarded with food or other biological necessities. Exploiting this trait is often used in dog training. This video by Positive Training demonstrates the power of operant conditioning when teaching a dog to fetch.
"The pleasure principle does not abandon the intention of ultimately obtaining pleasure, but it nevertheless demands and carries into effect the postponement of satisfaction, the abandonment of a number of possibilities of gaining satisfaction and the temporary toleration of unpleasure as a step on the long indirect road to pleasure" Sigmund Freud
"The consequences of an act affect the probability of it's occurring again" BF Skinner