When discrete localizable stimuli are used during appetitive Pavlovian conditioning, "sign-tracking" and "goal-tracking" responses emerge. Sign-tracking is observed when conditioned responding is directed toward the CS, whereas goal-tracking manifests as responding directed to the site of expected reward delivery. These…

Among many of Jack Michael's contributions to the field of behavior analysis is his behavioral account of motivation. This paper focuses on the concept of "motivating operation" (MO) by outlining its development from Skinner's (1938) notion of "drive." Conceptually, Michael's term helped us change our focus on…

Amid the novel terms and original analyses in Skinner's "Verbal Behavior", the importance of his discussion of multiple control is easily missed, but multiple control of verbal responses is the rule rather than the exception. In this paper we summarize and illustrate Skinner's analysis of multiple control and introduce the terms "convergent…

This article introduces the concept of motivating operation (MO) to the field of online consumer research. A conjoint analysis was conducted to assess the motivating impact of antecedent stimuli on online purchasing. Stimuli tested were in-stock status, price, other customers' reviews, order confirmation procedures, and donation to charity. The…

Few studies have made use of B. F. Skinner's (1957) behavioral analysis of language and precise taxonomy of verbal behavior when describing the controlling variables for the mand relation. Consequently, the motivating operation (MO) has not typically been identified as an independent variable and the nature of a spontaneous mand has been…

A theory of the physiology of motivation is presented. The basic assumption is that the amount of motivated behavior is a direct function of the amount of activity in certain excitatory centers of the hypothalamus. Activities of these centers are determined by factors in four general classes. (SLD)

This book explores some of the basic principles of behavior which have been derived from the study of operant conditioning and considers the phenomenon of sport in society in the light of these principles. First, some of the terms used in Skinnerian behavioral analysis are defined and explained. The second section examines the reinforcements…