En kondutisma psikologio, plifortigo estas konsekvenco kiu plifortigas la futuran kutimaron de organismo kiam tiu konduto estas antaŭata de specifa antaŭaĵa stimulo. Tiu plifortiga efiko povas esti mezurita kiel pli alta frekvenco de konduto (ekz., pelante levilon pli ofte), pli longa daŭrado (ekz., pelante levilon dum pli longaj periodoj de tempo), pli granda amplekso (ekz., pelante levilon per pli granda forto), aŭ pli mallonga latenteco (ekz., pelante levilon pli rapide sekvante la antaŭaĵan stimulon).
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