Yelling works. I hold my status within the Marine Corps to justify that.
Some people just don't get the situation, they screw it up, and might not figure it out until it's too late. If you have somebody yelling at you, you transition into a "Hate me now, Love me later" mentality. That is, you're f*cking pissed that this guy yelled at you because you are a grown ass man, but you're more inclined to remember your error haven gone through the yelling process.
THOUGH
There are people that never get it. You can yell at them, and they could give a f*ck less, because they could care less about the situation that they are in.
I assure you the assistant coaches are not trying to make errors, and when they're lashed out against, they'll work to fix those errors asap.
You could correlate this to pain, also. (In relation to a coach / player)
If I hurt you, or make you do something that hurts, you're going to remember what the hell you did. If you're smart, you'll avoid doing that again.