Puppies are highly social animals and spend most of their waking hours interacting with either their mother or littermates. When puppies are socialized with humans, particularly between the ages of eight and twelve weeks, they develop social skills around people. Those that do not receive adequate socialization during this period may display fearful behavior around humans or other dogs as adults. The optimum period for socialisation is between eight and twelve weeks; professional animal trainers and the American Kennel Club advise puppies should be introduced to "100 People by 12 Weeks" and have encountered a wide and varied selection of people and environments.
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Reinforcement can be anything your dog likes. Most people use small pieces of a “high value” food for training treats — something special — such as dried liver or even just their kibble. Lavish praise or the chance to play with a favorite toy can also be used as a reward. Dogs must be taught to like praise. If you give the dog a treat while saying “Good dog!” in a happy voice, he will learn that praise is a good thing and can be a reward. Some dogs also enjoy petting. Food is often the most convenient way to reinforce behavior.
Just as a child needs a caring parent; an athletic team needs a coach; your puppy needs a leader and a clear social hierarchy. If you do not take up the role of leader, your dog will; and you will end up with an unruly, disobedient dog. Many people try to win their new puppy's love by letting the puppy always have its way. Buckets of affection is a wonderful thing for most puppies, but it must be tempered with respect.