A study was performed to investigate the role of degree of approval motive (high & low), type of reinforcement (positive & negative), and mode of reinforcement (verbal & gestural) in verbal conditioning following a 2 X 2 X 2 factorial design. Ten Ss were assigned to each of the 8 treatment conditions. The results of analyses of variance indicated that high n-App Ss showed increase in response frequency significantly greater than that of low n-App Ss. Furthermore, verbal cues were found to be more effective than gestural cues. Also high n-App Ss showed avoidance or inhibition responses when they led to negative reinforcement.