Operant Conditioning

Introduction
Operant Conditioning is one of the three theories that comes under behavioral
learning theory. Operant Conditioning is also known as instrumental conditioning
theory. It involves the modification of behavior through the use of consequences.
Operant conditioning was developed by B.F. Skinner.

Operant conditioning
In operant conditioning, it views consumers as an active participant for learning.
Operant conditioning (instrumental learning) is based on the notion that learning
occurs through a trial and error process, with habits formed as a result of rewards
received for certain responses or behaviors.
Like classical conditioning, operant conditioning requires a link between a
stimulus and a response. However, in operant conditioning, the stimulus that
results in the most rewarded response is the one that is learned.
Operant Conditioning involves three key components: a behavior, a consequence,
and the relationship between them. The process is based on the idea that behaviors
that are followed by favorable consequences are more likely to be repeated, while
behaviors followed by unfavorable consequences are less likely to be repeated.
There are different types of reinforcement in operant conditioning:
1. Positive Reinforcement: The presentation of a positive stimulus (something
desirable) following a behavior, which increases the likelihood of that
behavior occurring again in the future.

2. Negative Reinforcement: The removal of an aversive stimulus (something

undesirable) following a behavior, which also increases the likelihood of the
behavior being repeated.

Positive Punishment: The presentation of an aversive stimulus following a

behavior, with the aim of decreasing the likelihood of that behavior occurring in
the future. Negative Punishment: The removal of a positive stimulus following a
behavior, with the goal of decreasing the likelihood of the behavior being repeated.
Extinction occurs when a learned response is no longer reinforced and the link
between the stimulus and the expected rewards break down.
Forgetting is often related to the passage of time and thus is often called decay.

In operant conditioning, the schedule and timing of reinforcement or punishment

play a crucial role in shaping and maintaining behavior. Different schedules, such
as continuous reinforcement or partial reinforcement, can have different effects on
behavior persistence. There are 3 types of reinforcement schedules. They are:
- Continuous Reinforcement schedule
- Fixed Ratio Reinforcement schedule
- Variable Ratio Reinforcement schedule

Marketing Applications for Operant Conditioning

- Customer Satisfaction
- Reinforcement Schedules
- Shaping
- Massed vs Distributed learning

Another aspect of reinforcement is shaping. Reinforcement performed before the

desired consumer behavior actually takes place is called shaping. Shaping
increases the probability that certain desired consumer behavior will occur.

Conclusion
In conclusion, operant conditioning is a fundamental concept in behavioral
psychology, developed by B.F. Skinner, that focuses on the modification of
behavior through the use of consequences. The process involves the interplay of
behaviors, consequences, and the relationship between them. Whether through
positive or negative reinforcement or punishment, operant conditioning highlights
how the consequences of a behavior influence its likelihood of recurrence.

References
https://www.verywellmind.com/operant-conditioning-a2-2794863
https://www.simplypsychology.org/operant-conditioning.html
https://www.betterup.com/blog/operant-conditioning