00:01
Now, let’s take a look at a
couple of theories here that
try to address need and drive
and how that’s working.
00:09
So let’s take a look
here of being thirsty.
00:12
A physiological need creates
an aroused state that
drives a behavioral change
to satisfy the need.
00:18
So in English, physiologically
speaking your body says,
“Hey, I’m really, really thirsty,”
or “I’m extremely hungry.”
There’s the drive.
00:26
So that physiological
need creates the drive.
00:28
Now that arouses you saying,
“Okay, I got to find some water.”
Now, think of this situation and I’m
sure it’s happened to all of us.
00:36
It’s the summer, it’s a nice hot day
and you’ve been very, very busy.
00:39
You’re shopping, you had to get some
groceries, you have to pick up your mom,
and you realize, I’m thirsty,
I’m extremely thirsty.
00:46
And you don’t realize that until
your body is initiating that
physiological response
saying, “Me, thirsty, now.”
And all of a sudden your mouth gets really
parched and all you can think of is --
"I got to find
something to drink,"
and before your attention
was drawn to other things
now your attention is drawn to,
“Oh my God,” you know, “does that lady
over there have some cold drinks?
I just saw a big poster
for a Coca-Cola.”
And you’re aroused to try and find
something to deal with this need.
01:15
So the greater the physiological need,
the greater the physiological drive.
01:19
So the thirstier you get, the stronger
the drive to find a solution,
the stronger the drive
to find a drink.
01:27
Okay?
So if you’re really, really hungry versus
just being I’m kind of peckish right now
versus I’m starving, you will do anything
and everything to find some food.
01:38
A lot of times you’ll even get
to the point where you’re
going to eat something that
you would not normally eat,
or you’re eating something
and it taste amazing
but it’s really nothing, it’s
just that you were so hungry,
the drive was so strong and it has
satisfied your needs so badly.
01:52
So that’s a positive relationship,
the higher the physiological need,
the greater the physiological drive.
02:00
Now, let’s look at the incentive theory.
02:02
It’s related but slightly different.
02:04
So incentives are external
stimulus or stimuli,
objects and events that help induce
or discourage certain behaviors.
02:11
So now we’re bringing in
the differentiating factor
of positive incentive versus
a negative incentive.
02:17
So a positive incentive is when you
support the behavior with a reward,
while a negative incentive is
something that you can take away.
02:27
So the simplest example
for a positive behavior
would be like you’re getting
a reward or a candy,
or a negative incentive would
be I will no longer beat you
or I will no longer shock you, all
really, really fun things, right?
So let’s take a look
at a scenario here
and what we’re talking about is the things
that you would really want to happen
in order to see a
behavioral change.
02:52
So the first thing you’re going
to need is a physiological need.
02:55
So let’s say you’re thirsty.
02:58
Physiologically speaking,
you’re extremely thirsty.
03:00
That’s one thing
accomplished, check.
03:02
The second thing is, is there
a strong positive incentive?
So say you’re walking down the street
and you see a stall at
a restaurant outside
with a big tub of ice
cold beer sitting there.
03:17
And that’s a strong positive motivator.
03:20
You’re saying, “Oh my God, there’s
something for me to get. I need that.”
And now the icing on the cake would
be the lack of a negative incentive.
03:26
So a negative incentive might be cost,
maybe it’s really, really expensive.
03:31
But in this case it’s actually free today.
03:33
One day, one day only, you get free beer.
03:36
So you’re really, really thirsty, you have
found something to drink, and it’s free.
03:40
That is a perfect scenario and
this is going to cause a change --
it’s going to motivate you
to change your behavior
and that is to go, stop, get this
free drink, and enjoy yourself.
03:50
Okay. So that’s an example of things
that will change your behavior.
03:54
Now, let’s take a look at another scenario.
03:56
Say you get offered
a new position.
03:59
And the positive incentive is you’re going
to have tons and tons of money now.
04:04
Let’s frame it as becoming a doctor
and you would like to
become a doctor because
the strong positive incentive
is that you can help others
and you want to
make lots of money.
04:15
Let’s just say those are two of your
positive reinforcers, positive incentives.
04:20
The negative incentive is you’re
going to have to work crazy hours
and there’s a lot of responsibility
that is now falling in your lap.
04:26
So these are two things
that you need to balance.
04:28
So this comes to -- this brings it all
together in terms of the incentive theory.
04:32
So if you want to compare this to --
if you want to compare
this to the drive theory,
the drive theory is looking
at positive reinforcement,
whereas this one now
layers in the idea of
negative reinforcement or
the negative incentives.