When discrete localizable stimuli are used during appetitive Pavlovian conditioning, "sign-tracking" and "goal-tracking" responses emerge. Sign-tracking is observed when conditioned responding is directed toward the CS, whereas goal-tracking manifests as responding directed to the site of expected reward delivery. These…

"In the late 1950's, Jack Michael, a bright but irritating young psychology instructor, moved from the Universities of Kansas to Houston to Arizona State. Along the way he befriended two nontraditional students, protected them through their Ph.D. programs, and turned them loose on the world: Teodoro Ayllon…and Montrose Wolf…" (Risley,…

Skinner discussed the topic of motivation in every chapter of the book "Verbal Behavior" (1957), usually with his preferred terminology of ''deprivation, satiation, and aversive stimulation.'' In the current paper, direct quotations are used to systematically take the reader through 30 separate points made by Skinner…

Among many of Jack Michael's contributions to the field of behavior analysis is his behavioral account of motivation. This paper focuses on the concept of "motivating operation" (MO) by outlining its development from Skinner's (1938) notion of "drive." Conceptually, Michael's term helped us change our focus on…

Consumer behavior analysis can be applied over a wide range of economic topics in which the main focus is the contingencies that influence the behavior of the economic agent. This paper provides an overview on the work that has been done on the impact from motivating operations at the point of online purchase situation. Motivating operations, a…

In this article we address the issue of applying operant psychology to derive plausible and useful interpretations of complex firm behavior in natural settings. The objective is to discuss an appropriate methodology based on case study design, developed specifically in Vella and Foxall (2011), to produce an operant interpretation of secondary…

The concept of the motivating operation (MO) has been subject to 3 criticisms: (a) the terms and concepts employed do not always overlap with traditional behavior-analytic verbal practices; (b) the dual nature of the MO is unclear; and (c) there is a lack of adequate contact with empirical data. We offer a more parsimonious approach to motivation,…

Amid the novel terms and original analyses in Skinner's "Verbal Behavior", the importance of his discussion of multiple control is easily missed, but multiple control of verbal responses is the rule rather than the exception. In this paper we summarize and illustrate Skinner's analysis of multiple control and introduce the terms "convergent…

This article introduces the concept of motivating operation (MO) to the field of online consumer research. A conjoint analysis was conducted to assess the motivating impact of antecedent stimuli on online purchasing. Stimuli tested were in-stock status, price, other customers' reviews, order confirmation procedures, and donation to charity. The…

Few studies have made use of B. F. Skinner's (1957) behavioral analysis of language and precise taxonomy of verbal behavior when describing the controlling variables for the mand relation. Consequently, the motivating operation (MO) has not typically been identified as an independent variable and the nature of a spontaneous mand has been…

Mice from replicate lines, selectively bred based on high daily wheel-running rates, run more total revolutions and at higher average speeds than do mice from nonselected control lines. Based on this difference it was assumed that selected mice would find the opportunity to run in a wheel a more efficacious consequence. To assess this assumption…

Three separate laboratory studies were conducted to determine the conditions under which a person reciprocates a past favor and retaliates a past harm. The first study utilized the framework of equity theory (Adams, 1965) and predicted that when faced with inequity due to the generosity or stinginess of another, one means of reducing the inequity…

Recent studies have demonstrated that external rewards can affect intrinsic motivation to perform an activity. Money tends to decrease intrinsic motivation, whereas positive verbal reinforcements tend to increase intrinsic motivation. This paper presents evidence that negative feedback and threats of punishment also decrease intrinsic motivation.…

It is suggested that the theory of behavior based on conditioning processes can be reconciled with new data, but only by revising certain tacit behaviorist assumptions about the parameters of the conditioning process. (Author/AM)

Authors conclude that reinforcers provided by the behavioral approach provide immediate, short-range motivation for the child to acquire needed skills and information, while fostering the intrinsic desire to learn. (Author)