A differential reinforcement analysis of behavior change is described. It is pointed out that the term reinforcer is applied to 2 quite different concepts. The 1st is any stimulus situation which strengthens the tendency for those responses which it follows to recur; the 2nd, which is designated attractiveness, determines asymptotic choice. The hypothesis that all behavior change is best described as transmission of differential attractiveness to antecedent stimulus situations is formulated. Secondary hypotheses are suggested and the viewpoint is applied to extinction of avoidance responses, developing a scale of response strength, delay of reward and punishment, and rate of acquisition.

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Experiments were carried out to determine the effect of certain variables on rats' preference for signal-shock vs. shock-signal. 136 Ss were run daily for 11-hr, periods during which they received unavoidable shock at predetermined intervals. When S was in one end of the experimental box the shock was preceded by a signal (light), in the other, S received shock-signal. The most marked preference for signal-shock was obtained with a 500-v. shock delivered 12-60 times per hour using a shock of .5-or S-sec. duration and an 18-sec. signal. Significantly less time was spent on the signal-shock side with a decrease in signal duration to 3 or .5 sec. or a decrease in shock frequency to 2 per hour. A reversal of side preference followed a reversal in the sequence of signal and shock. A significant preference for signal-shock was obtained even when shock was delivered through ear clips in such a way that S's responses could not affect the part of S's body in contact with the electrodes.