“….positive reinforcers are not defined with terms such as pleasant or satisfying, aversive stimuli should not be defined with terms such as annoying or unpleasant. The terms reinforce and punisher should not be used on the basis of a stimulus event’s assumed effect on behaviour or on any inherent property of the stimulus event itself.”
Cooper et al.
In other words, reinforcer and punisher simply describe if a behaviour increases as a result of the consequence or decreases as a result of the consequence. They have no bearing on whether the consequence was good or bad, liked or disliked.