According to early research from Tolman’s laboratory—for example, the latent learning experiment (Tolman & Honzik, 1930) and Tinklepaugh’s bait-and-switch experiment with monkeys (Tinklepaugh, 1928)—rewarding outcomes motivate behavior and do not merely reinforce. Where did this idea go from there? Use concepts like incentive motivation, paradoxical reward effects, and Pavlovian-instrumental transfer to give a modern view of how rewards motivate.