Rocky did very well learning how to Come When Called. At first, he wouldn't go to his owner when she called him, but once she switched from boring old treats to peanut butter Rocky was running to her as fast as he was running to me.
Remember: behavior that is rewarded gets repeated. But the value of the reward is decided by the receiver (the dog), not the giver (us).
Jeff Dentler, CPDT-KA, FFCP, CTDI