The idea that successful behaviors will increase in likelihood while unsuccessful behaviors will decrease in likelihood was first described in:

Thorndike's law of effect

Explanation:

Thorndike's law of effect -

Edward Thorndike is a well known personality in the field of psychology for the works in the learning theory which generated the operant conditioning within Behaviorism .

According to this effect ,

The good and successful behavior would increase the likelihood , where as the bad and unsuccessful behavior would reduce the likelihood.

Hence , from the given information of the question,

The correct term is Thorndike's law of effect .

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