Analysis of the Role of Operant Learning in Explaining Consumer Behaviour.

1. Skinners theory is based on the idea that learning is a function of change in overt behaviour.

1. Operant conditioning is a type of behavioral learning developed by made famous by psychoanalysis B.F. Skinner in the late 1930’s. Operant conditioning is the act of learned behavior through consequences. Types of operant conditioning are positive reinforcement, negative reinforcement, positive punishment, and negative punishment.

Operant conditioning (sometimes referred to as instrumental conditioning) is a method of learning that occurs through rewards and punishments for behavior. Through operant conditioning, an association is made between a behavior and a consequence for that behavior.

Operant Conditioning Theory by B.F. Skinner is a psychological manipulation using rewards and punishments to enforce positive behavior. It uses an individual person’s response to events or stimulus. When a particular Stimulus-Response pattern is rewarded, the individual is conditioned to respond. The distinctive characteristic of operant conditioning is related to previous forms of behaviorism. The Operant Conditioning theory comprises of neutral operants, positive/negative reinforcers, and positive/negative punishers. Through these factors, we get the desired behavior of our subject because they do not want to be punished for under performing so they do what they’re told to or do more of what they were assigned to to receive positive stimulus

A fundamental tenet of Skinner's radical behaviorism is that the probability of a behavior is related directly to the nature of the environmental consequences that follow performance of that behavior. From this basic tenet he derived a set of procedures for modifying behavior by a method called operant conditioning. Specifically, behavior is strengthened, or increased in frequency, when followed by either a positive consequence (positive reinforcement) or removal of a negative consequence (negative reinforcement). Behavior is weakened, or decreased

Skinner created the theory of Operant Conditioning as he believed that all behaviour can be controlled by rewards or reinforcement. This is very different from Pavlovs theory of Classical Conditioning as Skinner is trying to control voluntary behaviour. This is done by giving the subject a positive or negative reaction to an action with the theory that a negative response will discourage the subject to repeat the action. A good example of this is house training a dog, as the dogs natural reaction is to relieve itself, however it must be taught to wait until it is outside. The more the dog waits until he is outside, the more praise he receives therefore it is less likely to wish to instigate a negative reaction by relieving himself inside the house.

B. F. Skinner’s entire system is based on operant conditioning. The organism is in the process of “operating” on the environment, which in ordinary terms means it is bouncing around the world, doing what it does. During this “operating,” the organism encounters a special kind of stimulus, called a reinforcing stimulus, or simply a reinforcer. This special stimulus has the effect of increasing the operant - which is the behavior occurring just before the reinforcer. This is operant

Skinner’s reinforcement experiments conducted on rats showed the principles of operant conditioning. While working with rats, Skinner would place them in a Skinner box with a lever attached to a feeding tube. After multiple trials, rats learned the connection between the lever and food, and started to spend more time in the box procuring food than performing any other action. He used positive reinforcement, and negative reinforcement to produce or inhibit specific target behaviors. Therefore, if a specific behavior is reinforced then the probability of that behavior occurring again is increased. Based on Skinner’s view, this theory can be applied to learning because learning is nothing more than a change in behavior. Operant conditioning encourages positive reinforcement, which can be applied in the classroom environment to get the good behavior you want and need from students. One of the ways of reinforcing a student’s behavior is through praise. Also teachers can build operant conditioning techniques into their lesson plans to teach children possible skills as well as good behaviors. For example: to give a smiley face, or motivational stamps to encourage children to perform correctly and encourage them to repeat such action again.

Firms use classical conditioning in their advertisements, who sell products to get consumers to purchase from them instead of their competitors. Advertising is almost based in classical conditioning. The theme to use classical conditioning in advertisement is simple. Companies want audience to buy or use their product heavily through their ads. Advertisers will show off their products which are the neutral stimulus and will try

B.F. Skinner’s theory of Operant Conditioning has at its foundation a desire to demonstrate a “cause and

Operant conditioning is a theory that was pioneered by Skinner, and it is a theory that is based on the type of consequence that is given following a particular behaviour. Skinner divided the consequences of actions into three groups, positive rein forcers, negative reinforcers and punishers. Skinner looked at what would happen to behaviour if giving positive reinforcers at different intervals. Most professionals and practitioners will use this theory in one way or another such as giving rewards for good behaviour or sanctions for bad behaviour so the theory is well used in today’s frameworks and practices.

Operant conditioning has made a significant contribution into the development of psychology. However, as with most psychological theories, this theory it has its strengths and weaknesses. Nevertheless, operant conditioning, with both its positive and negative aspects, is very important in promoting learning of desirable behaviors or removal of undesirable

Just as Freud is known as the father of Psychoanalysis, B.F. Skinner is often referred to ask the “the father of operant conditioning.” B.F. Skinner is also known for major contributions to the field of psychology (About B.F. Skinner, Sept, 2012). Skinner was a prolific author, publishing nearly 200 articles and more than 20 books. Skinner was most known for his work in behavior psychology. Behavioral psychology is the psychological practice that focuses on learning new behaviors and how to modify our existing behavior and how that takes place (About B.F. Skinner, Sept, 2012). One of his major contributions was his theory of operant conditioning. Operant conditioning means roughly, the changing of behavior by the use of reinforcement, either positive or negative, and which these reinforcements are given after the desired response (About B.F. Skinner, Sept, 2012). Skinner identified three types of responses or operant that can follow behavior.

Operant conditioning developed by Skinner is one of the learning methods according to which the likelihood of behavior is increased or decreased by the use of reinforcement or punishment. In case of positive reinforcement a certain behavior becomes stronger by the effect of experiencing some positive condition. In case of negative reinforcement a certain behavior becomes stronger by the outcome of stopping or staying away from some negative condition. In case of extinction a certain behavior is becomes weaker by the outcome of avoiding to experiencing some positive condition or stopping some negative condition.

Skinner was a behaviorist who wanted to provide a method for understanding human behavior, thoughts, and emotions. Skinner believed that classical conditioning was to simplistic to be a complete explanation of the complex human behavior. Skinner believed the best way to understand any behavior is to look directly at the causes of an action and its consequences. He defined this approach as operant conditioning. Operant conditioning is defined as “ the idea that behavior is determined by its consequences, be they reinforcements or punishments, which make it more or less likely that the behavior will occur again” (B. F. Skinner, 2011). The behavioral model observes human behavior as a practical and useful response. This model acknowledges that every behavior has a purpose and has advanced from the earlier stages of a person's understanding. Skinner created a way to allow individuals the ability to avoid negative behaviors. His theory uses positive and negative reinforcements while covering affective punishments to make sure a student's bad behavior does not turn into a pattern. According to our textbook, “one defining characteristic of the behavioral model is that it views behavior from a functional perspective in terms that are both measurable and observable (Wheeler, 2014,p.17).”