How do analogs to punishment work?

In Ch. 24 Malott explained in great detail how rule-governed analogs to avoidance of the loss of a reinforcer work. Now maybe I just missed it (always possible), but I don't think he's explained how rule-governed analogs to punishment work. In the PDF version of Ch. 26 he writes “Commit a single mortal sin and you will definitely spend eternity in hell. The statement of that rule does make noncompliance a most aversive condition (for believers). This is an effective rule-governed analog to punishment.” So what is the mechanism by which a rule like this works?

For rule-governed analogs to avoidance of the loss of a reinforcer, stating the rule establishes noncompliance (not performing the target behavior) as an aversive before condition which can be escaped or decreased by performing the target behavior. This outcome follows the target behavior immediately and the result is an increased frequency of the target behavior in similar situations.

But in a rule-governed analog to punishment, noncompliance with the rule means PERFORMING the target behavior, and noncompliance (having performed the target behavior) is an aversive AFTER condition. Depending on the particular circumstances, that aversive condition might be what we'd call guilt or, perhaps, fear of punishment. This aversive after condition follows the target behavior immediately as part of a direct-acting punishment contingency. When a rule is stated prohibiting a behavior, that behavior becomes a member of the response class of prohibited behaviors. Even if the particular target behavior has never been performed before, other prohibited behaviors have been performed in the past and have been punished. So because members of this response class have been punished in the past, resulting in a decreased frequency of performing such behaviors, the frequency of newly prohibited behaviors should also be reduced.

I think that's how rule-governed analogs to punishment work.