Antecedent (Environment) – Behavior – Consequences.
Consequences drive behavior and by consequences we really mean ‘results’..”what happened when I did this,”
If your puppy jumps up on you to get your attention (most common reason for jumping) and you lightly push her off, the desired result of attention has actually been achieved although you probably think your told her ‘No’. Instead, try setting up the environment so that she doesn’t need to jump to get your attention OR alter the result of the jumping after the fact – ignore and walk away then think of a way to prevent the jumping from happening the next time.
And always remember…our dogs are not acting based on emotion (stubbornness, jealousy, etc.). Dogs think in the following terms: this works, this doesn’t work – this is safe, this isn’t safe – don’t complicate things with our human emotions.