This theory is a strong tool for analyzing controlling mechanism for individual’s behaviour. Thus, according to Skinner, the external environment of the organization must be designed effectively and positively so as to motivate the employee. This theory focuses totally on what happens to an individual when he takes some action. Reinforcement theory of motivation overlooks the internal state of individual, i.e., the inner feelings and drives of individuals are ignored by Skinner. It is based on “law of effect”, i.e, individual’s behaviour with positive consequences tends to be repeated, but individual’s behaviour with negative consequences tends not to be repeated.

It states that individual’s behaviour is a function of its consequences. Reinforcement theory of motivation was proposed by BF Skinner and his associates. Management Study Guide (2008–13) adresses the reinforcement theory of motivations: (1944) showed that the media strengthened political opinion rather than changed it. In a study of voting habits, Lazarsfeld et al. For example, the media are unable to change political and religious beliefs but their influence on fashion and popular music is considerable (McQuail, 1983).

The media only change opinions if the audience are predisposed to change. Reinforcement theory argues that the media confirm audience beliefs and attitudes rather than create new ones (Schramm and Roberts, 1971). It broadly says that rather than external stimuli impacting on people, such stimuli reinforce those things that people are predisposed to embrace. Reinforcement theory is a positivist psychological theory derived from the work of Thorndike and Skinner and subsequently applied to the impact of the mass media by Klapper.

Reinforcement theory pdf