Page 194 - DMGT402_MANAGEMENT_PRACTICES_AND_ORGANIZATIONAL_BEHAVIOUR

Unit 9: Learning, Attitudes and Values

the unconditioned stimulus. It takes place more slowly or not at all when the two stimuli Notes
occur at the same time. Conditioning rarely takes place when the conditioned stimulus
follows the unconditioned stimulus.

Limitations of Classical Conditioning

Classical conditioning has real limitation in its acceptability to human behaviour in organisations
for at least three reasons:
1. Human beings are more complex than dogs but less amenable to simple cause-and-effect
conditioning.
2. The behavioural environment in organisations is also complex.
3. The human decision-making process being complex in nature makes it possible to override
simple conditioning.
An alternate approach to classical conditioning was proposed by B.F. Skinner, known as Operant
Conditioning, in order to explain the more complex behaviour of human, especially in
organisational setting.

9.4.2 Operant Conditioning

Operant conditioning argues that behaviour is a function of its consequences. People learn to
behave to get something they want or avoid something they don't want. Operant behaviour
means voluntary or learned behaviour in contrast to reflexive or unlearned behaviour. The
tendency to repeat such behaviour is influenced by the reinforcement or lack of reinforcement
brought about by the consequences of the behaviour. Reinforcement therefore strengthens
behaviour and increases the likelihood it will be repeated.
What Pavlov did for classical conditioning, the Harvard psychologist B.F. Skinner did for operant
conditioning.

Operant conditioning induces a voluntary change in behaviour and learning occurs as a
"consequence" of such change. It is also known as reinforcement theory and it suggests that
behaviour is a function of its consequences. It is based upon the premise that behaviour or job
performance is not a function of inner thoughts, feelings, emotions or perceptions but is keyed
to the nature of the outcome of such behaviour. The consequences of a given behaviour would
determine whether the same behaviour is likely to occur with future or not. Based upon this
direct relationship between the consequences and behaviour, the management can study and
identify this relationship and try to modify and control behaviour. Thus, the behaviour can be
controlled by manipulating its consequences. This relationship is built around two principles:
1. The behaviour that results in positive rewards tend to be repeated and behaviour with
negative consequences tend not to be repeated.

2. Based upon such consequences, the behaviour can be predicted and controlled.
Hence, certain types of consequences can be used to increase the occurrence of a desired behaviour
and other types of consequences can be used to decrease the occurrence of undesired behaviour.
The consequences of behaviour are used to influence, or shape, behaviour through three
strategies: reinforcement, punishment and extinction. Thus, operant conditioning is the process
of modifying behaviour through the use of positive or negative consequences following specific
behaviours.

From an organisational point of view, any stimulus from the work environment will elicit a
response. The consequence of such a response will determine the nature of the future response.

LOVELY PROFESSIONAL UNIVERSITY 189