Negative Reinforcement:

Negative reinforcement, in the context of associative learning, strengthens behavior by avoiding an unpleasant stimulus. Unlike punishment, negative reinforcement aims to increase the likelihood of a behavior occurring by taking away something undesirable — a key concept of B.F. Skinner’s operant conditioning. An example: Buckling a seatbelt removes the negative reinforcement of an annoyer beeping sound. Also see Positive Reinforcement and Classical Conditioning