Cows understandably do not like to go into the chute because the last time the went in the chute they received an arm in their rectum, shots, got branded, etc. (have to admit previous aversive experiences with me when they are in the chute definitely bothers the cow). We don't have time (impatience) to treat them to the finer things in life while in the squeeze chute to train them to look forward to a reward. The prod is that necessary evil that helps the occasional bovine overcome their fear of palpation, needles and fire and move forward in an orderly fashion without yelling, poking, twisting, whacking or losing temper. Once they have been artfully prodded (not lit up until they beller) they seldom need a second zap the next time they go through the chute.