The Psychology Of Behavior - Deepstash





The Power of Incentives: Inside the Hidden Forces That Shape Behavior

The Psychology Of Behavior

In trying to change a behavior, reason will take you only so far, incentives must be taken into account as well. 

In psychology, operant conditioning is a type of learning in which the strength of a behavior is modified by its consequences, such as reward or punishment. This is the predominant theory on how humans behave.




The first views on motivation
The first views on motivation
  • At first, psychologist William James thought that only the initial act was conscious, thereafter behaviour was a spontaneous cascade of habits. He suggested we struggle with motivation when there are competing ideas.
  • Sigmund Freud theorised that we are largely unconscious of what drives our behaviour.
Mathematics of motivation

When Ivan Pavlov and his dogs led to the discovery of learned behaviour through repeated exposure, and Edward Thorndike discovered the Law of Effect that stated that rewarded behaviours tended to increase, many psychologists were impelled to separate psychology from armchair introspection and formulated their theories as mathematical formulas.

  • The Drive x Habit Theory. Clark Hull's formula was sEr = D x sHr, which states that excitatory tendency (E) is the result of the drive (D) combined with the habit (H). The drive is nonspecific, such as hunger or thirst. The habit, however, depends on the stimulus (s) and response (r). But the theory turned out to be wrong and even opposite in many cases. 
  • Expectation x Value Theory. Drawing on ideas in economics and game theory, Edward Tolman and Kurt Lewis formulated an alternative account by evaluating motivation based on expectations. Tolman expressed the ideas as the mathematical formula: Subjective Expected Utility = Probability1 * Utility1 + P2U2 + P3U3 + … where subjective expected utility of an action equalled the motivation to act. But, if you expect a reward, why act and not simply passively wait for the expected reward? 
Motivation as change

Donald Hebb realised that existing theories were too focused on reacting to the immediate environment. Thoughts, ideas and goals could be just as strong for triggering action as sights and sounds.

Together with John Atkinson, they noted that the study of motivation had undergone a "paradigm shift", where motivation couldn't be seen as how actions get started, but how the organism decides to change its behaviour from one thing to another.

Learning theories

Learning theories develop hypotheses that describe how learning takes place.

The major theories of learning are the following: 

  • behaviorist theories 
  • cognitive psychology 
  • constructivism
  • social constructivism 
  • experiential learning 
  • multiple intelligence
  • situated learning theory and community of practice.
Behaviorism theories

The behaviorist perspectives of learning originated in the early 1900s. The main idea of behaviorism is that learning consists of a change in behavior because of obtaining, strengthening and applying associations between input from the world, and observations of the individual.

  • Learning is reinforced by exercise and repetition, followed by a positive reward.
  • Learning takes place when the right parts of more complex behavior are rewarded.
Cognitive psychology

Cognitive psychology started in the late 1950s and contributed to the move away from behaviorism.

  • Instead of viewing people as collections of responses to external stimuli, people are viewed as information processors.
  • Cognitive psychology was influenced by the computer that processes information, that became analogous to the human mind.
  • Cognitive psychology understands learning as absorbing knowledge, acting on it, and storing it in memory.
  • The main teaching methods are lecturing and reading textbooks, where the learner receives knowledge passively.
Smartphones and Messaging
Smartphones and Messaging

Phones became smart more than a decade ago and started doing almost everything.

While the app store has millions of apps to take care of our needs, connecting with other people remains one of the few fundamental uses of the phone.

Actual phone call usage has gone down drastically, while services like text messages, video calls, email, and rich messages (Facebook Messenger and Whatsapp) are used almost throughout the day.

The Message

The technological tools we use keeps us connected to the people that matter to us, and the text (later rich text message) is one of the oldest ways of communication since portable phones came into existence.

It also has a hidden secret that makes us keep checking it.

The Four-Step Hook

... deployed by the messaging software and many other products is composed of:

  1. Trigger
  2. Action
  3. Variable Reward
  4. Investment

Understanding these four steps makes us see the hidden psychology behind a user's daily tech habits.