Managerial Reaction to the Term Behavior Modification

Abstract

Diverse evidence suggests that the term behavior modification might have a negative connotation. Relative to the teaching of on-the-job behavior modification techniques, a generalized prejudice against the idea of behavior modification would represent a significant barrier to learning. To determine if practicing managers attach a negative connotation to the term behavior modification, a sample of 210 executive development participants evaluated a typical on-the-job behavior modification program. The program was alternatively labeled a behavior modification or human relations treatment and a high or low success: Analysis of variance indicated that the managers responded significantly more favorably to the high success condition and were not significantly affected by the behavior modification label. The term behavior modification does not appear to elicit a negative reaction from practicing managers. Instructors/trainers who introduce on-the-job behavior modification techniques to managers apparently do not have to be concerned with conceptual prejudice, assuming that they cite clearly successful applications from the outset.