It is a mistake to suppose that the whole issue is how to free man. The issue is to improve the way in which he is controlled.
B. F. SkinnerWas putting a man on the moon actually easier than improving education in our public schools?
B. F. SkinnerThe strengthening of behavior which results from reinforcement is appropriately called 'conditioning'. In operant conditioning we 'strengthen' an operant in the sense of making a response more probable or, in actual fact, more frequent.
B. F. Skinner