May 2012
Beginner
272 pages
6h 8m
English
Content preview from 100 Things Every Presenter Needs to Know About PeopleBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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29. Variable Rewards Are Powerful
If you studied psychology in the twentieth century, you may remember B. F. Skinner and his work on operant conditioning. Skinner studied whether behavior increased or decreased based on how often, and in what manner, a reinforcement (reward) was given.
What the Casinos Know
Let’s say you put a rat in a cage with a bar. If the rat presses the bar, it gets a food pellet. The food pellet is called the reinforcement. But what if you set it up so that the rat does not get the food pellet every time it presses the bar? Skinner tested out various scenarios and found that the frequency with which you give the food pellet, and whether you give it based on elapsed time or bar presses, affected how often the rat would press ...
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