Reprimands should communicate that the dog is misbehaving, and are best when they also tell the dog what to do instead. You certainly needn’t hurt the dog, but you must communicate that you are upset with them and you mean business.
This poor volunteer illustrates how frustrating and upsetting it can be to not know what is expected of you. However, with a little luring it’s much easier to communicate what you expect of your training subject.
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