Pavlovian processes in the motivational control of instrumental performance

Hungry rats were rewarded for pressing a lever on a multiple schedule. During one component the reward was a sucrose solution, whereas food pellets acted as the reward during another component. Lever pressing was never rewarded during the third component. When the drive state was switched from hunger to thirst and the animals tested in extinction, they pressed more in the presence of the component stimulus that had been associated with the sucrose reward during training. A similar effect was observed during the extinction test of a second study in which the component stimuli had signalled non-contingent presentations of either the sucrose or pellet rewards in the absence of the lever. This suggests that the instrumental irrelevant incentive effect observed in the first experiment was due, at least in part, to the Pavlovian relationship between the component stimuli and the reinforcers during training. In fact, when the size of the effects controlled by purely Pavlovian and supposedly instrumental contingencies was compared directly in the final study, no difference could be detected.     

Language production and comprehension in an adult with ACoA syndrome

This study explored the prediction that cases with anterior communicating artery (ACoA) syndrome will exhibit deficits in higher-level language production and comprehension. A 65-year-old adult male with a history of ACoA syndrome was tested on higher-level linguistic tasks. The patient's performance on discourse comprehension. discourse production, and linguistic ambiguity comprehension tasks was impaired.     

Mechanisms of motivation–cognition interaction: challenges and opportunities

Recent years have seen a rejuvenation of interest in studies of motivation–cognition interactions arising from many different areas of psychology and neuroscience. The present issue of Cognitive, Affective, & Behavioral Neuroscience provides a sampling of some of the latest research from a number of these different areas. In this introductory article, we provide an overview of the current state of the field, in terms of key research developments and candidate neural mechanisms receiving focused investigation as potential sources of motivation–cognition interaction. However, our primary goal is conceptual: to highlight the distinct perspectives taken by different research areas, in terms of how motivation is defined, the relevant dimensions and dissociations that are emphasized, and the theoretical questions being targeted. Together, these distinctions present both challenges and opportunities for efforts aiming toward a more unified and cross-disciplinary approach. We identify a set of pressing research questions calling for this sort of cross-disciplinary approach, with the explicit goal of encouraging integrative and collaborative investigations directed toward them.     

Temporal contiguity and the judgement of causality by human subjects

Three experiments examined the role of the degree of temporal contiguity between an action and an outcome in human causality judgement. In all the experiments subjects were required to perform an action—pressing a key on a computer keyboard—and to judge the extent to which the action caused an outcome on the computer screen to occur. The action and outcome occurred on a free-operant schedule. In the first experiment a 2-sec delay between the action and outcome reduced causality judgements relative to a situation in which there was no delay. In the second experiment judgements in conditions with delays of 0, 4, 8, and 16 sec were compared with judgements in conditions in which the same pattern of outcomes occurred non-contingently with respect to the subjects' responding. In both of these experiments the events were controlled by random ratio schedules, following the procedure of Wasserman, Chatlosh, and Neunaber (1983), in which each condition was divided into 1-sec intervals. In the third experiment judgements in conditions with delays of 0, 2, 4, or 8 sec were compared in a continuous procedure rather than one divided into 1-sec intervals. In all experiments the increasing delays led to progressively lower judgements of causality. The results are related to three accounts of the mechanism underlying human causality judgement and are also compared with results from analogous animal conditioning studies.     

Performance on ratio and interval schedules with matched reinforcement rates

In the first study, rats were trained to pull a chain on a schedule (RPI) that regulates the probability of reinforcement to maintain a constant average reinforcement rate without differentially reinforcing long inter-response times (IRTs). Although the response rate was sensitive to the overall rate of reinforcement, performance was unaffected by variations between 1 and 50 in the IRT memory size used in programming the schedule. In the second study, two groups of animals performed on either a random-interval (RI) schedule or a RPI schedule, with reinforcement rates determined by those generated by a third group performing on a random ratio (RR) 20 schedule. The RI group responded at a lower rate than the RPI group, which, in turn, responded at a lower rate than the RR group, even though the three groups experienced comparable rates of reinforcement. The fact that the RPI group responded at a lower rate than the RR group suggests that the standard response rate difference observed between ratio and interval schedules, which have been matched for reinforcement rate, cannot be attributed solely to the fact that conventional interval schedules differentially reinforce long IRTs.     

Aristotle and Personal Selling

Abstract

The authors discuss the relevance of Aristotle's writings, particularly in the Rhetoric, to modern-day personal selling. Aristotle endorses a sophisticated approach to selling—advocating a customer orientation and segmented markets. He proposes a three-pronged selling process that includes appeals to reason and the emotions of the purchaser while concurrently convincing the purchaser of the seller's integrity. Aristotle argues that the art of selling is subject to systematic formal treatment and demonstrates the possibilities of formal analysis in persuasion. He further assimilates logical argument with practical persuasion in a way that provides a sound basis for selling strategy.