The document discusses several principles of human behavior including:
1) People are strongly motivated to defend their ingroup identities and will cling more tightly to false beliefs when challenged by an outgroup.
2) Context and environment strongly influence behavior, and intrinsic motivation from factors like passion and self-growth is more effective and long-lasting than extrinsic motivations like rewards or punishments.
3) While people generally seek pleasure and avoid pain, an approach orientation focused on goals and rewards is more effective for changing behavior than an avoidance orientation centered around stress, anxiety and punishment.
2. The Science of Behavior
Principles of Human Behavior
Identity/Ideology
Context/Environment
Personality
= =B
3. The Science of Behavior
Ingroup/Outgroup Identity
(ideology)
4. The Science of Behavior
=
Ingroup/Outgroup Identity (ideology)
BX
5. The Science of Behavior
Cognitive Dissonance
When we feel our identity is being threatened by the outside world,
we are strongly motivated to resolve that.
Challenging a strongly-held belief is a threat to our identity ....
especially when challenged by the OUTGROUP.
Result? Cling to false beliefs eventighter
Backfire Effect
9. The Science of Behavior
Intrinsic vs Extrinsic Motivation
Intrinsic
Like
Passion
Self-Growth
Fulfillment
Meaning/Purpose
Incentives
Rewards
Grades/Ratings
Threats of Punishment
Extrinsic
Internal motivation to act =
Always present
Long-lasting, sustainable over time Short-term solution
Comes from outside individual =
May go away at any time
11. The Science of Behavior
Incentivizing Creativity
Financial incentives REDUCE creative output
Extrinsic rewards reduce intrinsic value
12. The Science of Behavior
Incentivizing Creativity
Financial incentives REDUCE creative output
Extrinsic rewards reduce intrinsic value
Best way to increase creative output: Autonomy
13. The Science of Behavior
Incentivizing Creativity
Financial incentives REDUCE creative output
Extrinsic rewards reduce intrinsic value
Best way to increase creative output: Autonomy
How to incentivize? Let creativity happen!
15. The Science of Behavior
Individual Differences
(personality)
16. The Science of Behavior
“People tend to seek pleasure
and avoid pain.”
General Principle of Behaviorism
17. The Science of Behavior
???=
Individual Differences (personality)
B
18. The Science of Behavior
Approach vs Avoidance (BIS/BAS)
Jeffrey Alan Gray: Biopsychological Theory of Psychology
BAS: Behavioral Activation System
BIS: Behavioral Inhibition System
* sensitive to punishment
* sensitive to reward
Activated by threat and Avoidance Motivation
Behavior that brings a person closer to some reinforcer; Approach Motivation
19. The Science of Behavior
Approach vs Avoidance (BIS/BAS)
Jeffrey Alan Gray: Biopsychological Theory of Psychology
BAS: Behavioral Activation System
BIS: Behavioral Inhibition System
Avoidance
Approach Pursue and achieve goals
Positive emotions (elation, happiness, hope)
Dopamine!!
Avoid negative events
Negative emotions (fear, anxiety, boredom, frustration, sadness)
20. The Science of Behavior
Does Punishment Work?
-Short-term solution
-Threats of punishment increase the INTRINSIC value of the unwanted behavior
21. The Science of Behavior
Does Punishment Work?
-Short-term solution
-Threats of punishment increase the INTRINSIC value of the unwanted behavior
-Once you remove the threat, person may be more likely to engage in unwanted
behavior
22. The Science of Behavior
Does Punishment Work?
-Short-term solution
-Threats of punishment increase the INTRINSIC value of the unwanted behavior
-Once you remove the threat, person may be more likely to engage in unwanted
behavior
-Activates the BIS (Avoidance) = STRESS, ANXIETY, & BAD FEELINGS
23. The Science of Behavior
Does Punishment Work?
-Short-term solution
-Threats of punishment increase the INTRINSIC value of the unwanted behavior
-Once you remove the threat, person may be more likely to engage in unwanted
behavior
-Activates the BIS (Avoidance) = STRESS, ANXIETY, & BAD FEELINGS
AND.... in that stubborn cohort, doesn’t work AT ALL!
24. The Science of Behavior
Does Punishment Work?
-Short-term solution
-Threats of punishment increase the INTRINSIC value of the unwanted behavior
-Once you remove the threat, person may be more likely to engage in unwanted
behavior
-Activates the BIS (Avoidance) = STRESS, ANXIETY, & BAD FEELINGS
AND.... in that stubborn cohort, doesn’t work AT ALL!
26. The Science of Behavior
Meaning vs Happiness
MM HH
Mh/Hm
Primary driver for approach behavior
(for significant task)
Meaningful
Masochists Hedonists
Happy
27. The Science of Behavior
Meaning vs Happiness
Meaningful
Masochists Hedonists
Happy
- incentives +incentives
28. The Science of Behavior
Meaning vs Happiness
Meaningful
Masochists Hedonists
Happy
- incentives
Will sacrifice happiness for Meaning
+incentives
“Feel good now”
(short-term satisfaction)
29. The Science of Behavior
Meaning vs Happiness
Meaningful
Masochists Hedonists
Happy
- incentives
Will sacrifice happiness for Meaning
Self-sustaining
+incentives
“Feel good now”
(short-term satisfaction)
Less loyalty
30. The Science of Behavior
Meaning vs Happiness
Meaningful
Masochists Hedonists
Happy
- incentives
Will sacrifice happiness for Meaning
Self-sustaining
Punishment NOT a motivator!
+incentives
“Feel good now”
(short-term satisfaction)
Less loyalty
“Pain builds character!”
31. The Science of Behavior
The onlyway to guarantee LONG-TERM
sustainable behavior change:
make them WANTto change their behavior.
32. The Science of Behavior
Feed their inner masochist. Make it meaningful.
33. The Science of Behavior
Thank you!
@AndreaKuszewski
Feed their inner masochist. Make it meaningful.