Behavior Mod

“Give me a child and I’ll shape him into anything.”  (B.F. Skinner, 1904—1990)

Rewarding a desired behavior increases the frequency of that behavior.  This is the core principle of behavior modification, demonstrated by Harvard Psychologist B. F. Skinner in the mid-twentieth century.  This is the core principle of behavior modification (‘behavior mod’ for short), that continues to be demonstrated daily by animal trainers, teachers, parents, and electronic game designers, to name but a few.

If life is a laboratory, then the arcade at Chuck E Cheese was my laboratory for learning about behavior mod.  I remember observing children putting their tokens into the games.  If a child won the game, then tickets were automatically dispensed.  Kids collected and counted their tickets eventually exchanging them for prizes.  In the language of behavior mod, kids were conditioned (or trained) to spend tokens (desired behavior) on games (stimulus) in exchange for tickets (reinforcement).

Rewarded was token spending behavior.  Not rewarded was curiosity, creativity and risk-taking. Often avoiding the more challenging games, children sought out games with the best ticket payout.  A game that did not reward generously was a game ignored.  Kids loved spending lots of tokens on games in pursuit of tickets.  No amount of tokens completely satisfied and when the tokens ran out, kids became irritable.  Ultimately, tickets were exchanged for worthless trinkets.  From what I observed in the lab, the influence of behavior mod was powerful.

Behavior mod is not just for kids. In a different laboratory, an adult version of the Chuck E. Cheese arcade, I observe grown-ups playing the slot machines. A slot machine (the stimulus) is basically an electronic game, requiring zero skill, that offers a monetary payout. For every dollar put into a slot machine (the desired behavior), the machine returns, on average, 96 cents (the reward).  Doesn’t sound like such a good deal.  However, the casino owners know that the longer you sit in front of the slot machine, the more money you spend, and the more the casino profits.  Through the power of intermittent reinforcement, attractive visual displays, and occasional ‘jackpot’ payouts, vulnerable adults become addicted to the slot machine.  They can’t stop spending.  Some lose far more than they can afford.  The influence of behavior mod is powerful.

I make the following offer (the stimulus) to any of you who might be interested.  Send me your money (the desired behavior) and for every dollar I receive I will gladly return 96 cents (the reward), minus the cost of postage and handling.  Behavior mod can be powerful . . . especially in the wrong hands.