The Individual in the O rganizationRei nforcement TheoryA counterpoint to goal-setting theory is reinforcement theory.The former is acognmve approach,proposing'that an individual's purposes direct his or heraction.In reinforcement theory,we have a behavioristic approach,which arguesthat reinforcement conditions behavior.The two are clearly at odds philosophi-cally.Reinforcement theorists see behavior as being environmentally caused.Y'ouneed not be concerned,they would argue,with internal cognitive events;whatcontrols behavior are reinforcers--any consequence that,when immediately f01.10wing a response,increases the probability that the behavior will be reDeated. Reinforcement theory ignores the inner state of the individual and concen-trates solely on what happens to a person when he or she takes some action.Because it does not concern itself with what initiates behavior,it is not.strictlvspeaking,a theory of motivation.But it does provide a powerful means of analy-SlS of what controls behavior,and it is for this reason that it is typically consid.ered in discussions of motivation.54
We discussed the reinforcement process in detailin Chapter 2.Although it's clear that so。called reinforcers like pay can motivate people,it's iust as clear thatfor people the process is much more complicated than stimulus-response.In its pure torm,reinforcement theory ignores feelings,attitudes,expectations,and other cognmve variables that are known to impact behavior.In fact,some researchers look at the same experiments that reinforcement theorists use tosupport their position and interpret the findings in a cognitive framework.55 Reinforcement is undoubtedly an important influence on behavior,but fewscholars are prepared to argue that it is the only influence.The behaviors youengage in at work and the amount of effort you allocate to each task areaffected by the consequences that follow from your behavior.For instance,ifyou re consistently reprim
……