Behavior is shaped and maintained by its consequences

If you're old, don't try to change yourself, change your environment.

What is love except another name for the use of positive reinforcement? Or vice versa.

Society already possesses the psychological techniques needed to obtain universal observance of a code - a code which would guarantee the success of a community or state. The difficulty is that these techniques are in the hands of the wrong people-or, rather, there aren't any right people.

The simplest and most satisfactory view is that thought is simply behavior - verbal or nonverbal, covert or overt. It is not some mysterious process responsible for behavior but the very behavior itself in all the complexity of its controlling relations.

Some of us learn control, more or less by accident. The rest of us go all our lives not even understanding how it is possible, and blaming our failure on being born the wrong way.

We admire people to the extent that we cannot explain what they do, and the word 'admire' then means 'marvel at.'