Behavioural Perspective Model Essay

1449 Words Sep 24th, 2011 6 Pages
This article briefly explains the Three-term contingency and the Behavioural Perspective Model (BPM). It further draws upon the BPM to examine the extent to which all of the elements of the BPM could be combined to produce a more effective social marketing initiative to influence students not to smoke in the university cafeteria.

What is Behaviour Perspective Model?

It is an extension of the Three-Term contingency.
The Three-term contingency was devised by Skinner to influence the behaviour of organisms. He defined two types of intervention to shape behaviour. One is by associating the consequences to the behaviour, the other is by using the stimuli which encourage or discourage certain types of behaviour.

The Three-term
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The results showed that there was indeed a correlation between the introduction of the programme and a resultant decrease in cigarette usage. Hence, in our scenario, a ‘Quit and Win’ contest (3. ANNE and colleagues, Quit and Win Contests: A Social Marketing Success Story) can be launched to reward smokers for not smoking in the cafeteria over the period of the contest, for example three weeks. The following further elaborates the structure of the contest.
Target participants: All of the smokers in the university who use the cafeteria.
The contest uses a points-based system. The participant who accumulates the highest number points wins the prize.

Utilitarian punishment: The utilitarian punishment uses direct punishment to discourage the performance of an unwanted behaviour. The student will be fined a certain amount of money if he smokes in the cafeteria. The money collected will then contribute towards the ‘Quit and Win’ prize.

Informational reinforcement: This category of reinforcement uses indirect positive consequences to influence the behaviour. The positive consequence is usually rewarded after a longer period of time.
Indirect positive outcomes such as improved health condition could be used to remind students to refrain from smoking cigarettes. These indirect positive outcomes can be used together with the stimuli such as visual prompts, (for example wall posters), to reinforce students awareness of potential negative health consequences.

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