Universal Principles of Design, Updated and Expanded Third Edition

129 Operant Conditioning

Using rewards and punishments to change the frequency and durability of a behavior.

Operant conditioning is a technique used to change the frequency and durability of a behavior generally by following the occurrence of the behavior with rewards or punishments. It is commonly used in animal training, behavior modification, and incentive programs.1

There are three basic operant conditioning techniques:

1. Positive reinforcement — Associating the behavior with a positive condition or reward increases the probability of a behavior (e.g., pulling the lever on a slot machine results in positive visual and auditory feedback and a possible monetary reward).
2. Negative reinforcement — Associating the behavior with the removal of ...