Operant Conditioning - Schedules of Reinforcement.wmv

Summary

This presentation explores the concept of schedules of reinforcement from the book 'Consumer Behavior: A Primer' by Gail Tom. It explains how the predictability of consequences affects the frequency and speed of behavior. Fixed ratio schedules ensure a predictable outcome after a set number of actions, leading to high productivity. Fixed interval schedules provide a predictable consequence at regular time intervals, maintaining a steady performance level. Variable ratio schedules create uncertainty, leading to persistent behaviors like gambling. Variable interval schedules also introduce uncertainty about the timing of reinforcement, encouraging behaviors like checking emails frequently.

Takeaways

• 📕 The presentation discusses concepts from the book 'Consumer Behavior: A Primer' by Gail and Tom.
• 💲 The duration, frequency, and speed of behavior are influenced by the consequences of the behavior in operant conditioning.
• 💵 'Schedules of reinforcement' refer to the predictability of the consequences of behavior.
• 💳 Fixed ratio schedules of reinforcement occur after a predictable number of times a behavior is performed, leading to high productivity.
• 💱 Fixed interval schedules of reinforcement occur at predictable time intervals, resulting in a consistent level of performance.
• 💰 Variable ratio schedules of reinforcement are unpredictable, leading to persistent behaviors as individuals perform actions in hopes of an average reinforcement.
• 🔨 Variable interval schedules of reinforcement occur at unpredictable time intervals, but on average after a certain time has passed.
• 💴 Examples of fixed ratio reinforcement include piecework payment and frequent purchaser reward cards.
• 💶 Black Friday sales are an example of fixed interval reinforcement, where consumers anticipate a specific event for rewards.
• 💷 Gambling is a common example of variable ratio reinforcement, where the outcome is uncertain but the average win rate keeps people engaged.
• 💸 Salespeople's cold calls and commission sales are driven by variable ratio schedules, as the chance of success increases with the number of attempts.
• 💹 Pop quizzes in class and checking social media or email are examples of variable interval reinforcement, where the timing of reinforcement is unpredictable.

Q & A

What is the relationship between the frequency of behavior and its consequences?

The frequency of a behavior is influenced by the predictability and timing of its consequences, which are referred to as schedules of reinforcement.

What is a fixed ratio schedule of reinforcement?

A fixed ratio schedule of reinforcement is when a consequence occurs after a predictable number of times a behavior is performed, such as getting paid for each piece of work completed.

Can you provide an example of a fixed ratio schedule of reinforcement?

An example of a fixed ratio schedule is piecework, where payment is received for each completed task or item produced.

How does a fixed ratio schedule affect productivity?

Fixed ratio schedules typically result in high productivity because the reinforcement is directly tied to the number of times the behavior is performed.

What is a fixed interval schedule of reinforcement?

A fixed interval schedule of reinforcement is when a consequence occurs after a set period of time, regardless of the number of behaviors performed in that interval.

How does a fixed interval schedule impact performance?

A fixed interval schedule usually provides a level of performance that meets the minimum required, as there is no incentive to perform beyond the minimum to receive reinforcement.

What is a variable ratio schedule of reinforcement?

A variable ratio schedule of reinforcement is when the consequence occurs on average after a certain number of behaviors, but the exact timing is unpredictable.

How does gambling exemplify a variable ratio schedule of reinforcement?

Gambling is an example of a variable ratio schedule because you might win on average every so often, but you don't know exactly when you will win.

What is a variable interval schedule of reinforcement?

A variable interval schedule of reinforcement is when the consequence occurs on average after a certain amount of time, but the exact timing varies.

How do pop quizzes operate as a variable interval schedule?

Pop quizzes function as a variable interval schedule because they occur on average about once a week, but the exact timing is unpredictable.

What is the impact of variable interval schedules on behavior?

Variable interval schedules tend to maintain a steady level of behavior because individuals continue to perform the action in anticipation of the unpredictable reinforcement.

How do schedules of reinforcement relate to consumer behavior?

Schedules of reinforcement relate to consumer behavior by influencing how often and when consumers engage in purchasing or other behaviors based on the predictability and timing of rewards or consequences.