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The Big Presentation on Reward (condensed)
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The Big Presentation on Reward (condensed)

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15 minute version of my 1 hour presentation for Digital Shoreditch 2013. …

15 minute version of my 1 hour presentation for Digital Shoreditch 2013.

http://new.livestream.com/digitalshoreditch/events/2104819/videos/19713063

Published in: Design, Technology, Business
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  • So to explore this theory I wanted to use a medium that I’m close with.
  • Child gets candy after throwing a tantrum, child continues to throw a tantrum. Doesn’t learn
  • Skinner Coined this as Operant Conditioning
  • Skinner Coined this as Operant Conditioning
  • Daniel Kahneman
  • Rules that govern when those reinforcers are given out. LEARNING PROCESS
  • Most common in early stages of learning to create a strong associationbetween the behaviour and the response. Once the response is firmly attached, reinforcement is thenswitched to partial reinforcement.
  • Rules that govern when those reinforcers are given out.
  • What is itThe effectAn example
  • lot machines. Slot machines are programmed on VR schedule. The gambler has no way of predicting how many times he must put a coin in the slot and pull the lever to hit a payoff but the more times a coin is inserted the greater the chance of a payout. People who play slot machines are often reluctant to leave them, especially when they have had a large number of unreinforced responses. They are concerned that someone else will win the moment they leave.
  • What is itThe effectAn example
  • A routine which is repeated regularly which often goes unnoticed by the subject exhibiting it. This process tends to occur subconsciously
  • Transcript

    • 1. GAMES ARE;ENGAGING, REWARDING &FUN
    • 2. GAMEUSER
    • 3. GAMEUSERS
    • 4. WHAT ISREWARD?
    • 5. A reward orPositive Reinforcementis the return forperformance of a desiredbehaviour.Causing that behaviour to increase in intensityand/or frequency.
    • 6. PositiveNegative
    • 7. OPERANTCONDITIONING
    • 8. OPERANTCONDITIONINGNeutral OperantsReinforcersPunishmentB.F.Skinner
    • 9. BEHAVIOURALECONOMICSDan Ariely B.J.Fogg Richard Thaler Daniel Kahneman
    • 10. SchedulesReinforcersYing & Yangof behavioural psychology
    • 11. ReinforcersStimuli that strengthenor weaken a behaviour
    • 12. ReinforcersExamples Are As Follows...User smashescrate to receivecoins.User smashesmore crates.User falls down ahole withoutlearning how tojump.User continues tofall down the hole.
    • 13. Reinforced ResponsesSometimes all responses are reinforcedContinuous ReinforcementReward enforced every single timeReceiving pocket moneyReceiving a life after completing a levelExample
    • 14. Continuous Reinforcement (CRF)Most common in early stages oflearning to create a strongassociation between the behaviour andthe response. Once the response is firmlyattached, reinforcement is then switchedto partial reinforcement.
    • 15. TimeRate of reinforcement ExtinctionContinuous ReinforcementSubject adapts to the reinforcementpattern, doesnt find it rewardinganymore.Short lifespan, before hitting extinctionEach hatch mark represents a reinforcer being given.
    • 16. CLICK FOR 1 MILLION POINTS
    • 17. AdaptionMore we adapt to the environment the more weincrease our perceptionsYou get a pay raise of 20% (NICE!) but unfortunatelyafter 2 months your boss cuts it back, not to youroriginal salary but only 5%.You count this as a loss. Losses psychologicallyhurt more than gains. Twice as much in fact.You adapted to the 20% going back seems like a bigstep down.
    • 18. Time InvestedAdaptionAdaption pattern in gamingThe perception of rewardReward Value
    • 19. Time InvestedAdaptionAdaption pattern in gamingHow it works out most of the timeMasteryGot boredFrustration
    • 20. Flow of learningWe are built torecognise patterns.Once we graspit, we proceed untilwe master itThen we getbored.We enjoy it!Exhaust the system
    • 21. Not all responses are reinforcedPartial ReinforcementYou don’t get the reward every time.Getting a bonus at workExampleReinforced Responses
    • 22. Partial ReinforcementThe response is reinforcedsome of the time.Behaviours are learnt moreslowly however theresponse is more resistantto extinction.
    • 23. TimeRate of reinforcementPartial ReinforcementLast longer, more resistant to extinctionExtinctionSubject adapts to thereinforcement pattern,doesnt find it rewardinganymore.Each hatch mark represents a reinforcer being given.
    • 24. Fixed Ratio Schedule (FR)
    • 25. Fixed Ratio Schedule (FR)Example
    • 26. Variable Ratio Schedule (VR)
    • 27. Variable Ratio Schedule (VR)Example
    • 28. Fixed Interval Schedule (FI)
    • 29. Fixed Interval Schedule (FI)Example
    • 30. Variable Interval Schedule (FI)
    • 31. Variable Interval Schedule (VI)Example
    • 32. CHAININGReward early (weighted) FIIncrease intensity of VRGROWTH CURVE
    • 33. CONTINGENCYA user is clearly educated on what the process forreward is. They know what needs to be done to achieveadvancement, reward etc.
    • 34. RESPONSEwhen requirements are met, the experience mustprovide clear and consistent messaging of theachievement.
    • 35. REINFORCEMENTproviding positive reinforcement for users who completedesired actions, pass certain milestones etc. is the finaland third element of a good reward schedule.
    • 36. james@playgen.com@allsoppja

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