Positive feedback on successful actions can encourage the pursuit of goal-congruent actions when it signals an increase in commitment to the goal but decrease motivation when it signals sufficient progress was made. For example, a math student who receives a high test score and infers that she likes math will work harder as a result, whereas a classmate who receives similar positive feedback and infers sufficient progress will relax his efforts and focus on spending time with her friends.
Negative feedback on unsuccessful actions can encourage the pursuit of goal congruent actions if it signals insufficient progress has been made but decrease motivation when it signals a decrease in commitment to the goal. For example, a math student who receives a bad test score and infers lack of commitment will subsequently reduce her efforts, whereas her classmate, who infers insufficient progress from the negative feedback, will subsequently work harder.
Fishbach, Ayal, & Finkelstein, 2010. How positive and negative feedback motivate goal pursuit.