Cognitive biases & decision-making · law 081
Thorndike's Law of Effect
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
what it means
Behaviours followed by satisfying results are more likely to be repeated; those followed by unpleasant results are less likely.
How Thorndike's Law of Effect works
People and animals repeat what is rewarded. In business, this applies to customers (rewarded purchases), employees (rewarded behaviours), and yourself (rewarded habits).
The timing and consistency of rewards matter: immediate, clear rewards shape behaviour more than distant or vague ones.
where it comes from
Psychologist Edward Thorndike proposed it around 1898–1911 after experiments with cats escaping puzzle boxes. It became a foundation for B. F. Skinner's work on reinforcement.
Thorndike's Law of Effect examples in business
Loyalty programmes
Instant cashback encourages repeat purchases more than points redeemable next year.
Management
Praising good work immediately encourages more of it.
Unintended rewards
Rewarding only loud complaints teaches customers to complain loudly.
How to apply it
- 1Identify the behaviours you want from customers and staff.
- 2Reward them quickly and clearly.
- 3Check what behaviours you are rewarding by accident.
- 4Remove rewards for behaviours you don't want.
common misreading
Rewards can crowd out intrinsic motivation if overused for things people already enjoy doing.
ask yourself
What behaviour is your business accidentally rewarding?
put it into practice
Frequently asked questions
What is Thorndike's Law of Effect?
Behaviours followed by satisfying results are more likely to be repeated; those followed by unpleasant results are less likely. People and animals repeat what is rewarded. In business, this applies to customers (rewarded purchases), employees (rewarded behaviours), and yourself (rewarded habits).
Who came up with Thorndike's Law of Effect?
Psychologist Edward Thorndike proposed it around 1898–1911 after experiments with cats escaping puzzle boxes. It became a foundation for B. F. Skinner's work on reinforcement.
How do you apply Thorndike's Law of Effect in business?
1. Identify the behaviours you want from customers and staff. 2. Reward them quickly and clearly. 3. Check what behaviours you are rewarding by accident. 4. Remove rewards for behaviours you don't want.
What is a common misunderstanding of Thorndike's Law of Effect?
Rewards can crowd out intrinsic motivation if overused for things people already enjoy doing.