Ms. Arnold is becoming concerned with Todd's behavior. Through a minor annoyance, it is disturbing and appears to be happening more frequently. Not wanting to make a big production, she decides to place the behavior on extinction- planned ignoring. She knows she must not make a show of ignoring the behavior, so she merely makes a notation on the blackboard and shakes her head each time the student does it. To her further annoyance, the behavior continues to escalate. Why is the teacher's plan not working? What to do to fix the situation?