Review the criticisms raised about behavior modification. Discuss those criticisms. Do those criticisms limit the use of behavior modification in organizations?

Behavior modification:

Behavior modification is an approach to human motivation and behavior that differs in many ways from expectancy theory and equity theory. The theory underlying behavior modification does not use cognitive processes to explain a person’s actions. Instead, the theory relies on observed behavior both to explain existing behavior and to change its direction. The theory assumes that people engage in behavior that has positive outcomes and avoid behavior that fails to produce positive outcomes. Empirical research shows impressive performance increases from using a behavior modification approach to human motivation. The following four principles guide the application of the theory to the management of behavior in organizations:

• Principle of contingent reinforcement: A consequence has its strongest effect on behavior only if delivered when the desired behavior occurs.
• Principle of immediate reinforcement: A consequence has its strongest effect on behavior if it occurs immediately after the behavior happens.
• Principle of reinforcement size: Large consequences have stronger effects on behavior than small consequences.
• Principle of reinforcement deprivation: The longer a person is deprived of a reinforcer, the stronger its effect on behavior in the future.