Reinforcement theory is a limited effects media model applicable within the realm of communication. The theory generally states that people seek out and remember information that provides cognitive support for their pre-existing attitudes and beliefs. The main assumption that guides this theory is that people do not like to be wrong and often feel uncomfortable when their beliefs are challenged. According to Luthans and Stajkovic (2009), reinforcement theory suggests that the environment and its consequences significantly influence behavior, with positive reinforcement being one of the most substantiated principles in psychology. This theory is crucial in understanding how individuals process information that aligns with their attitudes and how reinforcement can shape and sustain communication patterns. [1]
Additionally, this theory focuses on the behavior to consequence connection within the ABC model. This theory, in management, can also be referred to as operant conditioning or the law of effect. Quite simply, this theory notes that a behavior will continue with a certain level of frequency based on pleasant or unpleasant results.