A specific example of what I mean is: when you go shopping at a supermarket with a loyalty card system, and you do not participate, the receipt say something along the lines of
If you had a loyalty card you would have earned 20 points.
My first impression was that this is some sort of punishment, i.e. because of your behaviour (not having a loyalty card) we're throwing these points that you earned away.
This is based on definition 1, for punishment, from the Penguin dictionary of psychology (2nd ed.):
The administration of some aversive stimulus contingent upon a particular behaviour.
Then I wondered if it was just negative reinforcement, because the message would go away if I signed up for the card.
This is based on definition 2, for negative reinforcement, from the same book:
Any event, stimulus or behaviour which, when its removal is made contingent upon a response, will increase the frequency or likelihood of that response.
Do either of these fit the bill? Compare that message with telling someone "You could had have this cake, if only you had been a few minutes earlier. Now I will throw the cake in the bin."
Is it possible to categorise this type of behaviour in behaviourism?