THE EFFECTS OF A TOKEN REINFORCEMENT PROCEDURE ON BUS RIDERSHIP1

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Abstract
Tokens, exchangeable for a variety of back-up reinforcers, were delivered for several days to all persons boarding a clearly marked campus bus. This procedure increased ridership to 150% of baseline. The experiment was carried out to demonstrate the applicability of operant techniques to urban transportation problems. In this study, a token reinforcement procedure was introduced in an attempt to increase bus ridership while holding the costs of reinforcers to a minimum and circumventing the problems of individual satiety and preferences and of delivering cumbersome reinforcers. A methodology for establishing a token-exchange procedure in an “open-field” behavior setting, where the subject population size, geographic location, preferences, age, sex, preferred hours of mobility, etc. are unspecified, is also presented.

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