Your puppy doesn’t enjoy getting scolded, as was already stated. On the other hand, your puppy loves praise or positive reinforcement. When your puppy is doing something right, you should reward him. Scolding a puppy for soiling your rug, especially after the fact, isn’t going to do anything except make her think you’re a nut. Likewise, some old methods of punishment, like rubbing a dog’s nose in her poop, are so bizarre that it’s hard to imagine how they came to be and if they ever worked for anyone.
Pay attention to your puppy while you're waiting for him to do his business. Sometimes, especially in the beginning, you might have to wait a little while before your puppy gets around to using the toilet. You can do some exercises or some light gardening, but keep on eye on your puppy because you'll want to take him back in as soon as he's finished.
Lindsay says of this study, "Schilder and Van der Borg (2004) have published a report of disturbing findings regarding the short-term and long- term effects of shock used in the context of working dogs that is destined to become a source of significant controversy ... The absence of reduced drive or behavioral suppression with respect to critical activities associated with shock (e.g., bite work) makes one skeptical about the lasting adverse effects the authors claim to document. Although they offer no substantive evidence of trauma or harm to dogs, they provide loads of speculation, anecdotes, insinuations of gender and educational inadequacies, and derogatory comments regarding the motivation and competence of IPO trainers in its place." 
Training clubs that run the Kennel Club Good Citizen Dog Scheme - the largest dog training programme in the UK are a sensible place to begin. Here you will learn about every aspect of dog ownership from the Puppy Foundation Courses through to Bronze, Silver and Gold award levels. Go to GCDS Training Clubs in your County to find one near to you or email the GCDS Team ([email protected]) or call 0207 518 1011.