"#. A primary negative injunction. This may have either of two forms: (a) "Do not do so and so, or I will punish you", or (b) "If you do not do so and so, I will punish you". Here we select a context of learning based on avoidance of punishment rather than a context of reward seeking."
January 1, 1970
https://en.wikiquote.org/wiki/Gregory_Bateson