1. Wray-Bliss, E., and Willmott, H. (1999) wrote a chapter in a book entitled Battling with gods: workers, management and the deities of post-industrial management culture about call centres. In it they discussed how rewarding achievement of targets was sometimes counter-productive. The target becomes the behaviour. It seems that people often find creative ways to meet targets that dont necessarily correspond to the initial behaviours desired by management. Which of the following theories best explains how this might come about?

1. The iron cage of rationality (Weber, 1958)
2. Aversion therapy
3. Organization behaviour modification (Luthans and Kreitner, 1985)
4. Classical conditioning (Pavlov and Anrep, 1927)