A decline in attendance at continuing education (CE) in nursing activities was observed in a Midwest state where CE attendance is not required. The purpose of this research study was to identify the effect of attitude, extrinsic and intrinsic reinforcement, and deterrents on contact hour accrual. A convenience sample of 282 registered nurses was surveyed using a researcher-constructed instrument determined to be valid and reliable. Registered nurses earning 0 to 15 contact hours annually reported accruing fewer contact hours in 1999 than in an average year. Registered nurses who earned 16 to 45+ contact hours annually reported earning more contact hours in 1999 than in an average year. Intrinsic reinforcement was found to be a significant motivator (r [257] = .242; p < .0001) for contact hour accrual, whereas extrinsic reinforcement was not. Skinner's Operant Conditioning Theory has use in explaining registered nurse attendance at CE activities. CE planners should consider placing more emphasis on intrinsic rather than extrinsic reinforcement to encourage staff to attend CE activities.