Reinforcement Theory

A counterpoint to goal-setting theory is reinforcement theory. Goal-setting is a cognitive approach, proposing that an individual's purpose directs his or her action. Reinforcement theory takes a behaviouristic approach, arguing that reinforcement conditions behaviour. The two theories are clearly at odds philosophically.

• Reinforcement theory ignores the inner state of the individual and concentrates solely on what happens when he or she takes some action
• It provides a powerful means of analysing what controls behaviour, and this is why we typically consider it in discussions of motivation