The muzzle shake often fails because most puppies view it as an invitation to play. In fact, most puppies view ANY interaction (a verbal "No!", for example) as invitations to play. Puppies love attention, even (especially? lol) negative attention.
I echo k9krazee: Every time puppy bites, fold your arms, and walk away - if you have to, walk into an entirely different room. If you use this same concept with other obnoxious behaviors (i.e. jumping), the puppy will learn self control. Two birds with one stone and no need for physical punishment!
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