Skinner theorized that behavior has several kinds of consequences, or effects. Events that follow behavior and produce an increase in the rate or frequency of the behavior are termed reinforcers. In ordinary language, they might be called rewards, but Skinner avoided this expression because he defined reinforcing events in terms of the effects they produced (their rate of occurrence) rather than the alleged feelings they induced (for example, pleasure). To attribute the increase in rate of response produced by reinforcement to feelings of pleasure would be regarded by Skinner as an instance of mentalism—the attribution of behavior to a feeling rather than an event occurring in the environment. Other consequences which follow a behavior produce a decrease in the rate of behavior. These are termed punish-ers. Skinner strongly objected to the use of punishment as a means to control behavior because it elicited aggression and produced dysfunctional emotional responses such as striking back and, in a small child, crying. Consequences (reinforcers and punishers) may be presented following a behavior (twenty dollars for building a doghouse, for example, or an electric
shock for touching an exposed wire) or taken away (a fine for speeding, the end of a headache by taking aspirin). Consequences may be natural (tomatoes to eat after a season of careful planting and watering) or contrived (receiving a dollar for earning an A on a test).
Reinforcing and punishing consequences are one example of controlling variables. Events that precede behaviors are also controlling variables and determine under what circumstances certain behaviors are likely to appear. Events occurring before a response occurs are called discriminative stimuli because they come to discriminate in favor of a particular piece of behavior. They set the occasion for the behavior and make it more likely to occur. For example, persons trying to control their eating are advised to keep away from the kitchen except at meal times. Being in the kitchen makes it more likely that the person will eat something, not simply because that is where the food is kept but also because being in the kitchen is one of the events which has preceded previous eating and therefore makes eating more likely to occur. This is true even when the person does not intend to eat but goes to the kitchen for other reasons. Being in the kitchen raises the probability of eating. It is a discriminative stimulus (any stimulus in the presence of which a response is reinforced) for eating, as are the table, the refrigerator, or a candy bar on the counter. Any event or stimulus which occurs immediately before a response is reinforced becomes reinforced with the response and makes the response more likely to occur again if the discriminative stimulus occurs again. The discriminative stimulus comes to gain some control over the behavior.
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