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Positive-incentive value is the anticipated pleasure involved in the performance of a particular behavior, such as eating a particular food or drinking a particular beverage. [ 1 ] [ 2 ] It is a key element of the positive-incentive theories of hunger .
The reward system (the mesocorticolimbic circuit) is a group of neural structures responsible for incentive salience (i.e., "wanting"; desire or craving for a reward and motivation), associative learning (primarily positive reinforcement and classical conditioning), and positively-valenced emotions, particularly ones involving pleasure as a core component (e.g., joy, euphoria and ecstasy).
Reinforcement is more likely to influence behavior if given shortly after the response is emitted. The longer people have to wait for a reward, the less effect and the less they will learn. This is the principle of delay discounting. Immediate token reinforcement can bridge later reinforcement. [7]
Incentive salience is a cognitive process that grants a "desire" or "want" attribute, which includes a motivational component to a rewarding stimulus. [1] [2] [3] [9] Reward is the attractive and motivational property of a stimulus that induces appetitive behavior – also known as approach behavior – and consummatory behavior. [3]
The reward theory of attraction claims that people are attracted to individuals exhibiting behaviors that are rewarding to them or whom they associate with rewarding events. [1] Individuals seek to develop strong relationships with those who provide positive and fulfilling interactions that require little to nothing in return.
Developmental psychology can account for the complexities behind human motivation. For example, literature has shown that children are far more likely to be extrinsically motivated at young ages, therefore it is fair to assume that incentives are less appealing as intrinsic motivation develops over time. [ 26 ]
Motivation crowding theory is the theory from psychology and microeconomics suggesting that providing extrinsic incentives for certain kinds of behavior—such as promising monetary rewards for accomplishing some task—can sometimes undermine intrinsic motivation for performing that behavior.
These animals now ran even more slowly than control animals that had been trained on small reward throughout the experiment. This overshoot is an example of successive negative contrast. Likewise, other animals shifted from small to large reward ran faster than those trained on the larger reward throughout (successive positive contrast).