1. Chapter 6: Incentive Motivation

2. Incentive…….

3. Incentives…………
Goal (incentive)
Value (mometary)
Thoughts

4. Incentives as Energizers
Crespi’s Study
Hull –Spence
Incentive motivation (K; goal can influence behavior before goal is reached)
Consummatory response
Vigor of the response
Context plays a huge role
Partial consummatory response (rg)-similar stimuli
Partial response stimulus feedback(sg)-sensory feedback
Fractional anticipatory response (rg-sg)
Stimuli are similar in the way (run faster)

5. Incentives as Energizers
Persistence of Behavior
Amseel and rf-sf
What happens when you do reach a goal?
Unlearned Frustration-when efforts go nowhere- Rf
Any stimuli associated with Rf tend to be associated with it
These stimuli will elicit partial or anticipatory frustration responses rf
rf lead to stopping the behavior and try some other behavior
rf-sf suggests motivation is generated by non-reward
Partial Reinforcement
Continuous Reinforcement

6. Incentives as Generators
Mowrer (1960)
Fear
Hope
Relief
Disappointment

7. Incentives as Carriers
Tolman (1959; 1967)
Expectancies
Holistic
Purposive
Latent learning

8. Predictability The Overmier and Lowry Model (1979)
Mediational model-incentives as cues
Secondary reinforcers
The Bindra Model (emotional model)
Central motive state
Energizing and directive function
Positive incentives (approach)
Negative incentives (avoid)

9. Meaningfulness Klinger
Relationship with family are basis of motivation
Incentives provide meaningfulness :Incentives vs goals
Disengagement Phases
Invigoration
Primitivization
Aggression
Depression
Recovery
Grief as a disengagement-shock, yearning, disorientation and resolution

10. Sexual Motivation Pheromones Opposite sex attraction signals
Faces: Steroid Mp2 and Male faces
Odors: Wearing perfume containing synthetic hormone produced sexual behaviors

11. Learned Sexual Stumuli
Neutral stimuli associated becomes an incentive
Rats study odors associated with sexual activity became an incentive (Lopez & Ettenberg, 2002)
Physical attractiveness is a major component of sexual behavior
People usually agree on physical attractiveness
People usually attractive get more dates

12. Who is more attractive???
Julia?
Catherine?

13. What is Attraction? Female Large eyes Small nose Small chin
Prominent check bones
Large pupil
Large smile
Rounded face
Facial symmetry
Waist to hip ratio .7

14. Learned Sexual Stimuli
Associative Mating
People who tend to be similar in attractiveness tend to be couples

15. Female Attractiveness
Age
Young
Health
Reproduce
Raise offspring
Others
Good complexion
Cleanliness
Clear eyes, teeth, and hair

16. Female Attractiveness

17. Female Attractiveness
Novelty
Second wife???
Coolidge: Stimulatory effect or excitatory effect of males sexual behavior after introducing new female
Learned erotic stimuli-long legs, large breast
However sight of female genitals is the most consistent

18. Male Attractiveness Parental investment model More Conservative
Higher status
No relation to age and health
Skills and abilities are
Height???
Attractiveness is not handsomeness

19. Does it have to do with women viewed as an Object more them Males????

20. Video Time!!!

21. Physical & Behavioral Addictions
Craving Adaptations
Brain systems sensitized
Hard to quit
Tolerance vs dependence
The longer an individual drinks, the more he or she will need drink in order to get the same desired effect (tolerance)
Drug or alcohol becomes so incorporated into functioning of body cells that it becomes necessary for body survival (dependence)
Lead to withdrawal symptoms

22. Genes: Nicotine action
Accelerates release of neurotransmitter dopamine in the brain’s NA* & increases metabolism in NA
dopamine ~ pleasure, emotions, addiction … “reward system”
The nucleus accumbens is the pleasure and reward center of the brain.
The amygdala (from Greek word for almond) is associated with emotions of fear, lust, and curiosity.
nucleus accumbens
amygdala
*NA = nucleus accumbens

23. Dopamine as a neurotransmitter
Nictotine binds to nicotinic receptors and leads to release of dopamine at neuronal synapses in the nucleus accumbens of the brain. It takes about 10 seconds for inhaled nicotine to reach the brain and start having its effect.
(dopamine is derived from amino acid tyrosine)

24. Drugs