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Reinforcement

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However, this criticism stops when such individuals wear business suits to work. Thus to avoid criticism, the employees may dress well. Similarly, students work hard, write term papers and do their homework on time to avoid the consequence of failure in the exams.

iii. Extinction:

Extinction is the withdrawal of the positive reward and removal of all reinforcements following an undesirable behaviour. For example, if a student in the class is highly mischievous and disturbs the class, he is probably asking for attention. If this attention is given to him, he will continue to exhibit that behaviour.

However, if he is continuously ignored and not recognized, then such undesirable behaviour will vanish over a period of time. To such a student, attention is a positive reinforcement and when this reinforcement is withheld from him; his disturbing behaviour is expected to decrease in frequency and eventually will disappear.

iv. Punishment:

Punishment is the administration of negative consequences following an undesirable behaviour. The purpose is to decrease the odds of the undesirable behaviour being repeated. According to B.F. Skinner, punishment is still the most common technique of behavioural control in today’s life.

When a child misbehaves, he is spanked. If a worker does not behave according to the way the organization wants him to behave, he is fired. If a person does not behave as the society or law wants him to behave, he is ridiculed or ignored or he is punished by arrest and jail. All religions threaten punishment in the life hereafter, if a person does not behave according to God’s will and religious guidelines.

Which type of reinforcement is more appropriate to use? According to research conducted by Blanchard and Johnson, most managers prefer positive reinforcement rather than the use of punishment. Such a manager achieves performance

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