Overview
Motivating Operations
Conditioned Motivating Stimuli (CMOs) are considered the learned environmental events or stimuli that modify the impact of a reinforcer on how often the linked behavior occurs. CMOs develop through learning and experience, unlike unconditioned motivating operations (UMOs), which are innate.
A typical example of a conditioned motivating operation is the “SALE” sign displayed in retail stores. The environmental stimulus alters the reinforcing impact of merchandise and increases the likelihood of purchasing behavior. This is considered a CMO because the sign itself is a learned stimulus, as its motivating properties are not innate but developed through repeated pairings with the opportunity to acquire goods at a reduced price (Cooper et al., 2020). Additionally, it temporarily increases the reinforcing value of items in the store (Nosik & Carr, 2015). It also evokes purchasing behaviors that have been previously reinforced by obtaining good deals. Lastly, the effect is dependent on the individual’s learning history with sales and shopping experiences.
Another example of a CMO is the sound or vibration from a smartphone. This stimulus functions as CMO by altering the reinforcing value of checking one's phone, whereby the sound of the behavior is more reinforcing in that moment. It also functions as a CMO by increasing how often phone checking behavior that has previously been reinforced by social interaction or information (Walden University, 2021). The motivating properties are entirely learned through conditioning, as the sound itself has no inherent biological significance (Nosik & Carr, 2015). Additionally, the effect depends on the individual’s history of reinforcement when responding to such notifications.
Both examples demonstrate how previously neutral stimuli acquire motivating properties through conditioning. According to behavior-analytic theory, CMOs differ from unconditioned motivating operations (UMOs) in that their effects are learned rather than biologically based (Cooper et al., 2020). The "SALE" sign and notification sound both meet the two defining characteristics of motivating operations by altering the validity of other stimuli as reinforcers and adjusting how often certain actions occur by modifying the reinforcers linked to them. (Nosik & Carr, 2015).
These CMOs are particularly powerful in modern society, often intentionally engineered by marketers and app designers to influence behavior. Understanding these principles allows behavior analysts to both utilize them effectively in interventions and help clients become aware of their influence in everyday life.
References
Cooper, J. O., Heron, T. E., & Heward, W. L. (2020). Applied behavior analysis (3rd ed.). Pearson.
Nosik, M. R., & Carr, J. E. (2015). On the distinction between the motivating operation and setting event concepts. The Behavior Analyst, 38(2), 219–223. https://doi.org/10.1007/s40614-015-0042-5Links to an external site.
Walden University, LLC. (2021). Motivational influences on behavior [Interactive media]. Walden University Canvas. https://waldenu.instructure.com