Chapter 9: Thorndike's Law of Effect-Favorable Consequences are Repeated

In chapter nine the concept that resonated with me the most was Thorndike’s Law of Effect. In the early 1900’s a psychologist named Edward E. Thorndike created an experiment in his psychology laboratory. The authors of the book which are Kreitner and Knicki explained how Throndiek observed that a cat behaved wildly when placed inside a box (Kreitner and Knicki 263). This box had a secret trip lever which the cat accidently found out about; when placed back into the box the cat would go directly to the lever (Kreitner and Knicki 263). As a result, Thorndike came up with a law which says “behavior with favorable consequences tens to be repeated, while behavior with unfavorable consequences tends to disappear. In many cases this theory is correct because many of us don’t go complete a task unless there is something in it for us. We do not accomplish things unless we are sure we will encounter positive or expected results.

In the TED video, Dan Pink talks about the motivation and excitement that occurs within an individual when they are given rewards. The incentives that individuals are presented with are what move him or her, including a large group of individuals such as companies. An example is an article by Peter F. Eder which talks about the new competitive strategy of businesses to help increase their profit. It explains how companies are using sustainable wealth, “going green”, to help increase their sales. With this strategy companies are able to manipulate consumers into buying their products. As a result, many more companies are beginning to use this method.

Source: Eder, Peter F. "Profit Power Economics: A New Competitive Strategy for Creating Sustainable Wealth." World Future Review 1.5 (2009): 91-93. Academic Search Complete. EBSCO. Web. 1 Mar. 2010.