Which of the following defines operant conditioning?

Operant conditioning is fundamentally about changing behavior through consequences. This concept, developed by B.F. Skinner, emphasizes the idea that behaviors can be modified by reinforcing desirable actions or punishing undesirable ones. When a behavior is followed by a positive outcome, such as a reward, it is more likely to be repeated in the future, while behaviors that lead to negative outcomes are less likely to occur.

This definition underscores the importance of feedback in shaping behavior, making it a cornerstone of behaviorist psychology. It highlights the idea that behavior is not merely a response to stimuli (as would be suggested in other options), but rather an active process influenced by the outcomes that follow an action. Understanding operant conditioning is crucial for analyzing consumer behavior, as it explains how consumers may repeat certain buying behaviors based on past experiences with rewards or punishments related to those purchases.