An Analysis of Rules that Mimic the Effects of Response Disequilibrium Contingencies

Abstract

This study investigated the impact of rules operating as contingency-specifying stimuli (CSS). The primary focus was on whether rules could specify a contingency that alters the functions of advertisements and videos. Integrating Relational Frame Theory (RFT) and Response Disequilibrium Theory (RDT), it was examined whether rules with comparative contextual cues mimicked the effects of response deficit contingencies. Ten Salem State University undergraduate students participated in a counterbalanced study with three baselines that preceded or followed two experimental conditions: Deficit and Rules. During each baseline phase of the study, advertisements and videos were freely available for viewing. Similarly, advertisements and videos were freely available for viewing during the Rules condition. Rules were framed comparatively across the dimensions of "more" and "better" to increase the duration of time spent viewing advertisements (e.g., "Click more Ads to see better Vids"). In the Deficit condition, a response deficit contingency was arranged to increase the viewing duration of advertisements. The results indicated that Rules had an effect that increased participants" advertisement viewing duration, which resembled the effect of the response deficit contingency. This research advances our understanding of verbally-regulated behavior changes, as the effect of rules approximated the effect of disequilibrium contingencies.