France Has 14 Million Smokers

France has 14 million smokers. More importantly, smokers in France are closely associated with the French culture. To reduce the number of smokers in the nation, the French government has increased the costs of cigarettes to a price twenty times greater than that charged in any other nation in the European Union. In terms of reinforcement theory, the French government is trying to use ____ to get people to quit smoking by making cigarettes less affordable and by reducing the discretionary income (or possibly the disposable income) of people who continue smoking.

A) avoidance learning
B) expectancy modification
C) negative reinforcement
D) positive reinforcement
E) punishment