One reason they do not choose to change is that they do not realized that in the long run it will be easier for them to eliminate the undesired behavior. For example the parent may give the child a reinforcer at the grocery store to stop a tantrum. They do not consider that the result is that the parent will be doing this for the rest of their lives. In contrast if they wait patiently, even though it may be difficult, and deliver the reinforcer only after good behavior at the store then future shopping trips will be much more pleasant and they will have years of "easier" more pleasant shopping trips. Consistent reinforcement of appropriate rather than inappropriate behavior will result in a much easier lifestyle.
Note: Many other issues related to consistency will be discussed in future blogs.