Methods of Shaping Behavior

Reinforcement is the process that increases the probability that desired behaviors occur by applying
consequences. Managers use reinforcement to increase the likelihood of higher sales, better attendance, or
observing safety procedures.
Reinforcement begins by selecting a behavior to be encouraged. Correctly identifying the behavior is
important, or reinforcement will not lead to the desired response. A manager must decide if attendance at
meetings is the desired behavior or attendance and participation. The manager would need to reinforce both
behaviors if both are desired.
Positive reinforcement increases the probability that a behavior will occur by administering positive
consequences (called positive reinforces) following the behavior. Managers determine what consequences a
worker considers positive. Potential reinforces include rewards such as pay, bonuses, promotions, job titlesNegative reinforcement increases the probability that a desired behavior, then occur by removing a negative
consequence (or negative reinforce) when a worker performs the behavior. The negative consequence is faced
until a worker performs the desired behavior, then the consequence is removed. A manager’s nagging is a
negative reinforcement, if the nagging stops when worker performs a task correctly. Negative reinforces differ
for various individuals. Nagging may not affect some subordinates. They will not perform the desired
behavior, even if the nagging stops.
When using negative and positive reinforcement, the magnitude of the consequences must fit the desired
behavior. A small bonus may not be sufficient to cause a worker to perform a time-consuming or difficult task.
Extinction: According to operant conditioning, both good and bad behaviors are controlled by reinforced
consequences. Identifying behavioral reinforces and removing them can decrease a behavior. An undesired
behavior without reinforcement can diminishes until it no longer occurs. This process is called extinction.
Extinction can modify the behavior of a worker who spends much time talking or telling jokes. The attention
of coworkers reinforces this behavior. If coworkers stop talking and laughing, the worker is likely to stop
telling jokes. Although extinction is useful, it takes time to eliminate the undesired behavior. When behaviors
need to stop immediately, managers may resort to punishment.
Punishment consists of administering a negative consequence when the undesired behavior occurs.
Punishment is not the same as negative reinforcement. It decreases a behavior, whereas negative reinforcement
increases the frequency of a behavior. Punishment administers a negative consequence, whereas
negative reinforcement removes a negative consequence