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Reinforcement Theory
Reinforcement theory is based on the work of Ivan Pavlov in behavioral
conditioning and the later work B. F. Skinner did on operant
conditioning. [20] According to this theory, behavior is a function of its consequences.

Imagine that even though no one asked you to, you stayed late and drafted a report.
When the manager found out, she was ecstatic and took you out to lunch and thanked
you genuinely. The consequences following your good deed were favorable, and
therefore you are more likely to do similar good deeds in the future. In contrast, if
your manager had said nothing about it and ignored the sacrifice you made, you
would be less likely to demonstrate similar behaviors in the future, or your behavior
would likely become extinct.
Despite the simplicity of reinforcement theory, how many times have you seen
positive behavior ignored or, worse, negative behavior rewarded? In many
organizations, this is a familiar scenario. People go above and beyond the call of
duty, and yet their behaviors are ignored or criticized. People with disruptive habits
may receive no punishments because the manager is afraid of the reaction the person
will give when confronted. They may even receive rewards such as promotions so
that the person is transferred to a different location and becomes someone else’s
problem! Moreover, it is common for people to be rewarded for the wrong kind of
behavior. Steven Kerr labeled this phenomenon as “the folly of rewarding A while
hoping for B.” [21] For example, a company may make public statements about the
importance of quality. Yet, they choose to reward shipments on time regardless of the
number of known defects contained in the shipments. As a result, employees are
more likely to ignore quality and focus on hurrying the delivery process.
Reinforcement Interventions
Figure 14.11 Reinforcement Methods

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