I’m standing in line at the grocery store. The woman ahead of me has a child sitting in the grocery cart as they check out. The child asks for a candy bar and the mother replies “not today.” The child asks in a louder tone of voice and the mother lowers her tone but becomes more serious with “no.” This doesn’t please the child, who then starts crying and screaming for a candy bar. People around notice what’s happening, which is not lost on the mother. As the child’s screaming becomes more and more noticed the mother forces a smile and says to the child “ok, but this is the last time.”
It’s pretty easy to understand the mother’s behavior. Each time I’ve seen it happen to a parent I’ve had a lot of empathy. But the process that occurred is ripe for trouble in the future. Behavioral scientists call this the partial reinforcement effect. We can call it the slot machine.
Have you ever been to a casino or walked by slot machines? It’s quite interesting. You have people repeatedly feeding money into these one-armed bandits - even becoming agitated if someone uses their machine when they take a break. They can be intense. And focused on playing a game with the lowest payoff in the casino.
So what’s going on here? Beyond the amazing use of psychological principles to make people bet more, casinos benefit from the partial reinforcement effect – you will get a payoff but you never know when it will happen. This creates some of the strongest behaviors out there – the ones most resistant to change.
The unfortunate consequence for the mother described at the beginning of this section is she has inadvertently strengthened her child’s demands. Regardless of the mother’s admonition that this was “the last time,” the child has actually learned that ramping up his reaction to the mother will eventually pay off. There’s no guarantee where that breaking point is, but the key is to keep at it – it will happen.
Parenting is far from the only place this happens. Perhaps a co-worker asks for help on their projects and never seems to notice you’re busy or gives you credit or appreciation for your help. You may eventually give in and help because it means you’ll be able to get back to your work more quickly. You may get frustrated at them for continuously asking, but what you’ve taught them is if they ask enough you’ll help them out/do their work.
This is what makes sticking with change, as described in “The Coke Machine” so important – by not sticking with healthy change in our responses to others, we can actually strengthen the very thing we don’t want from others.
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