Exactly what is external accountability? In the work world, these are motivational tools such as time sheets, overtime compensation records, peer-to-peer behavioral observations, public posting of performance indicators, group and individual feedback meetings, and performance appraisals. In schools it's all about grades; teachers attempt to keep students motivated by emphasizing the relationship between the quality of their schoolwork and the all-important grade. Psychologists call these extrinsic motivators, and managers and teachers use them to keep employees and students on track, respectively.

Sometimes it's possible to establish conditions that facilitate self- direction, accountability, and self-motivation. When people go beyond the call of duty to actively care for the welfare of others, they are self-motivated to an extent. Achieving an AC4P culture requires more people to be self-motivated at more times and in more situations. This chapter presents evidence-based ways to make this happen, as gleaned from research in behavioral and psychological science.

SELF-MOTIVATION FOR AC4P BEHAVIOR

Without safety regulations, policies, and external accountability systems, many more employees would get hurt or killed on the job and on the road, and more students would be victimized in schools. Employers, police officers, safety professionals, and school teachers need extrinsic controls to hold people accountable for performing safe and AC4P behavior, while avoiding risky and confrontational behavior. Why do we need such extrinsic controls? The desired, safe AC4P behaviors are relatively inconvenient, uncomfortable, and inefficient. The soon, certain, positive consequences (or intrinsic reinforcers) of at-risk and other undesirable behavior often overpower our self-motivation to be as safe or caring as possible.

Every driver knows it's risky to talk on a cell phone or type a text message while driving, yet many drivers perform these behaviors regularly. Why? The immediate and naturally reinforcing consequences take priority over the low likelihood of a crash or traffic ticket. These risky drivers are not self-motivated to actively care for the safety of themselves and others on the road. (See Chapter 11 for AC4P approaches to traffic safety.)

Here's the key question: What can we do to overcome the human nature implied by these profound quotations from B. F. Skinner: “Immediate consequences outweigh delayed consequences,” and “Consequences for the individual usually outweigh consequences for others”?