The Embry Study: What it actually said.

"While some may find it strange that reprimands might increase the chances
of a child going into the street, the literature on the experimental
analysis of behavior is replete with examples of how "attention to
inappropriate behavior" increases the chances of more inappropriate
behavior. Thus, suggestions to parents that they talk to or reason with
their children about dashing into the street will likely to have the
opposite impact. Reprimands do not punish unsafe behavior; they reward
it."

Source:
"Reducing the Risk of Pedestrian Accidents to Preschoolers by Parent
Training and Symbolic Modeling for Children: An Experimental Analysis
in the Natural Environment. Research Report Number 2 of the Safe-Playing
Project."

Inter-Library Loan #: 73216

So when you little toddler dash into the street, remember not to talk or
reason with him/her about it! ;-)

Doan