In conjugate reinforcement the rate of Ss responding directly controls the intensity of a reinforcing event. Four conjugate contingencies were used to evaluate radio listening as a reinforcer for human operant responding. Results from 2 Ss clearly demonstrated that radio listening can be used like other events to reinforce response rates. The method of directly recording the listening response was also sensitive to commercials.
Get full access to this article
View all access options for this article.
References
1.
LindsleyO. R.A behavioral measure of television viewing. Journal of Advertising Research, 1962, 2, 2–12.
2.
MorganB.LindsleyO. R.Operant preference for stereophonic over monophonic music. Journal of Music Therapy, 1966, 3, 135–143.
3.
Radio Advertising Bureau, Inc.Time spent with media. In Radio facts, pocket piece. New York: Author, 1967. P. 18.
4.
SkinnerB. F.The behavior of organisms. New York: Appleton-Century, 1938.
5.
SkinnerB. F.Science and human behavior. New York: Macmillan, 1953.
