1. PRESENTED BY:
NADZLEEN BT MOHD SHARIP
2009629796

2. BEHAVIOUR MODIFICATION

3. Introduction
 Learning is a relatively permanent change in knowledge or
observable behaviour that results from practice or
experience.
 Learning is a relatively permanent change in behaviour (or
behavioral tendency) that occurs as a result of a person’s
interaction with the environment.

4. Definition
 Behaviour modification can be define as a theory that explains
learning in terms of the antecedents and consequences of
behavior.
 It is also known as operant conditioning and reinforcement
theory.
 It represents the application of reinforcement concept to
individuals in the work setting.

5. A-B-Cs of
Behavior Modification
Antecedents
What happens before
behaviour
Behaviour
What person says or
does
Consequences
What happens after
behaviour

6. Continue…
 The objective of behaviour modification is to change behaviour
(B) by managing its antecedents (A) and consequences (C)
 Antecedents (A): It is an event prior the behaviour. For
example is that employees before this are not motivated to do
their job, then the manager informs that there will be bonus this
month to employees who performs.
 Here, we can see that when the consequences of that
particular action is attracting, it can attract people to change
their behaviour.

7. CONTINUE…
 Consequences (C) : It is an event following a
particular behaviour that influence its future
occurrence.
 Basically, people tend to repeat behaviours that are
followed by pleasant consequences that are less likely
to repeat behaviours that are followed by unpleasant
consequences or no consequences at all.

8. Contingencies of Reinforcement
 Behaviour modification identifies four types of consequences,
called the contingencies of reinforcement, that increase,
maintain, or reduce the probability that behaviour will be
repeated.
 Positive reinforcement

occurs when the introduction of a consequence increases
or maintains the frequency or future probability of a
specific behaviour.
 Punishment

occurs when a consequence decreases the frequency or
future probability of a behaviour.

9. Continue…
 Negative Reinforcement

occurs when the removal or avoidance of a
consequences increases or maintains the frequency or
future probability of a specific behaviour.
 Extinction

occurs when the target behaviour decreases because
no consequence follows it. In this respect,
extinction is a do-nothing strategy.

10. Situation to Apply with Behaviour
Modification
 Behaviour modification can be used to reduce absenteeism, improve
task performance , healthy lifestyle and etc.
 In Arkansas, for example, the North Little Rock School Board
introduced an absenteeism reduction plan in which teachers can
receive $300 after every six months with perfect attendance.
 Another example, Reinforcing the Long (and Healthy) Walk- For
many Horton Group’s 350 employees, the best parking spots aren’t
closest to the building. The Chicago- based insurance broker
reinforces the healthy lifestyle of walking by rewarding staff who
take at least 7000 steps each day.
 The more steps taken, the higher the rewards in the form of cash
cards that can be used at popular retail stores.

11. Conclusion
Behaviour modifications can be apply to a certain situations.
Maybe the situation is the same, but sometimes it is not
suitable to apply behaviour modification.
It is because the behaviour of a person is different from
other person.

12. REFERENCES
Mc Shane, Steven L and Von Glinow, Mary Ann (2010), Organizational
Behaviour- Emerging Realities for the Workplace Revolution (International
Edition, 5th Edition), Mc Graw Hill, NY, USA
Robbins, Stephen P. and A. Judge (2009), Organizational Behavior (13th
Edition), Pearson Prentice Hall, New Jersey, USA
Don Hellriegel and Slocum, Jr. (2004), Organizational Behavior, (10th
Edition),Thomson South Western, Canada