Behaviour modification

Behaviour modification is when a person’s behaviour is changed over time, which will often be used to reinforce positive actions. Often using negative and positive reinforcements, it is a part of behavioural science market research. Once previous patterns of someone’s behaviour have been observed, certain factors could be used to alter the behaviour towards a more desired outcome in real world scenarios.

As well as being effective at treating obsessive-compulsive disorder and attention deficit hyperactivity disorder, behaviour modification has been shown to decrease crime rates. A study showed that a group of children in a ‘medication group’ committed double the number of crimes as those in a ‘behaviour modification group’ over several years. This shows that not only can genetic disorders be treated, but also learned behaviours can be changed with behaviour modification.

Behaviour modification is used in our day-to-day lives; for example, telling a child to sit on the ‘naughty step’ is a form of negative punishment – an effective behaviour modification technique. Negative punishment is when something is taken away as a result of bad behaviour. On the other hand, some children may respond better to positive punishment – another effective form of behaviour modification – where a negative consequence is given as a result of negative behaviour; for example, giving children more chores.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.