By Alex Hutchins
EVERYONE knows that nothing takes place
in business and very little work gets done in business and industry
without offering employees incentives for doing that work... in
addition to their salary, sick leave, annual leave, holidays, and
other benefits.
In fact, in 1990 when I taught a class
of nothing but PhDs a new way of accomplishing work that involved
teamwork, I was told that they would not use the new process until
they were given an incentive to do so.
When I was Dean of ITT Technical
Institute, Corporate HQ would give all of campus management a
substantial bonus providing all departments reached their goals. The
bonus was really substantial and around $5000 before taxes so there
was a lot of pressure of each department to either reach their goals
or fudge the data so that it appeared that they had reached their
goals.
If a department head did not reach
their goals, the other department heads would “shun” and “shame”
that individual because it was he or she that prevented them from
getting a bonus that year.
It is amazing what you can get both
males and females to do, regardless of position, in order to be
eligible to receive a bonus... called a CARROT... or, Behavior
Modification.
Behavior modification is the
traditional term for the use of empirically demonstrated behavior
change techniques to increase or decrease the frequency of
behaviors, such as altering an individual's behaviors and reactions
to stimuli through positive and negative reinforcement
of adaptive
behavior and/or the reduction of behavior through its extinction,
punishment
and/or satiation. It is similar to operant
conditioning but with the absence of the antecedent. Behavior
modification is now known as Applied
behavior analysis (ABA) which is more analytical than it used to
be.
The first use of the term behavior
modification appears to have been by Edward
Thorndike in 1911. His article Provisional Laws of Acquired
Behavior or Learning makes frequent use of the term "modifying
behavior". Through early research in the 1940s and the 1950s the
term was used by Joseph
Wolpe's research group.
The experimental tradition in clinical
psychology used it to refer to psycho-therapeutic techniques derived
from empirical research. It has since come to refer mainly to
techniques for increasing adaptive behavior through reinforcement and
decreasing maladaptive behavior through extinction or punishment
(with emphasis on the former).
Behavior modification is a form of
Behavior
therapy now known as Applied
behavior analysis. Emphasizing the empirical roots of behavior
modification, some authors consider it to be broader in scope and to
subsume the other two categories of behavior change methods.
The use of positive reinforcement to
change behavior has many applications to organizational training. An
assessment called performance audit is conducted first, to determine
the problems or behaviors that can be modified for more efficient job
performance.
A program of positive reinforcement is
then introduced to reward employees for displaying the desired
behaviors, such as reducing errors or production time per unit.
Punishment or reprimands are not used: although these may temporarily
eliminate an undesirable behavior, they may leave in its place
anxiety, hostility and anger.
Providing positive reinforcement is
much more effective in improving employee productivity and behavior.
Hence, our
incentive, bonus, and annual merit pay. However, some employers like
to keep this concept stimulated daily, weekly, and monthly in order
to stimulate quarterly profits.
What brought this
to my attention this morning was a conversation I had with my wife
this morning where she was telling me,
“Oh! I forgot to tell you
yesterday... I got another tooth. One more and I get a $25 debit
card.”
I asked her how and she proceeded to tell me the story and then ended
with a “statement of fact” that a co-worker got a tooth almost
every week. Before I could ask how, she told me that she had said to
him recently,
“Are you filling out the paperwork for them?”
“No,” he replied, “but I do put a copy of the form in the
folder they take with them and tell them about what will happen for
me if they take the time to fill it out.”
My wife then stated emphatically, “I'm going to start doing that.”
What got me to thinking was that when employees do that with
customers in order to get a bonus, they may not be exhibiting the
actual behavior that was intended by management for the bonus to be
granted.
In other words, they have found a way to circumvent the process to
simply generate more income for themselves.
And, if this is being done at the bottom of the labor ranks, you can
bet your bottom dollar it is being done at all levels of the labor
ranks creating a false sense of accomplishment when upper management
sees how much is being paid out in bonuses each year.
Personally, I have always been opposed to the carrot and stick method
of achieving results. The original idea was developed years ago when
a horse and buggy driver tied a carrot onto the end of a stick and
suspended it over and in front of the horse's head. The horse would
move forward on his own thinking he would eventually get the carrot
but he never did or maybe the driver felt sorry for him at the end of
the day and gave it to him, I don't know.
But, whenever I see the carrot and stick treatment being used on me,
I refuse to participate regardless of the little bit of incentive
money it is going to cost me. If I do good work, I will get a
substantial raise and I do not need weekly or monthly reminders that
I need to continue doing that... I remind myself.
College Business Schools teach students who will become potential
leaders of business how to successfully manipulate the workforce to
achieve results and increase output, while assuming that the
workforce is either gullible or stupid and therefore will never
“catch on.” And, I would submit to you that our business
graduates are far more gullible and stupid because they believe that
CRAP.
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