When it comes to behavior, there are good and bad results of it, depending on the type of behavior that a person is portraying. Reinforcement and punishment are two of those results. Out of the two, reinforcement is the only one that comes from some doing good.
It would be called positive reinforcement, such as giving a student a gold star for being good all day at school. There are also negative reinforcements, such as a student having to sit in silent lunch for not behaving well.
Reinforcements do not do much to change negative behavior, but punishment will. Punishment is a consequence that is handed out for bad behavior. For example, if a person commits a crime, their likely punishment is jail time.