Wrap-Up

So, why do we gamble or push that elevator button more than once? Intermittent reinforcement. You’ve hit the jackpot a few times, and that just makes you gamble more in the belief that the jackpot will hit again. For the elevator, you’ve pushed it a several times, and the elevator appeared. It was chance that it arrived when you were pushing, but it makes you believe that the act of pushing brought it faster. At some point in your busy day, take a look around, and see what principles of ABA are in action. They’re everywhere, and they change our behavior!