It is a surprising fact that those who object most violently to the manipulation of behaviour nevertheless make the most vigorous effort to manipulate minds.

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

Let men be happy, informed, skillful, well behaved, and productive.

Problem-solving typically involves the construction of discriminative stimuli

I did not direct my life. I didn't design it. I never made decisions. Things always came up and made them for me. That's what life is.

The evolution of cultures appears to follow the pattern of the evolution of species. The many different forms of culture which arise correspond to the "mutations" of genetic theory. Some forms prove to be effective under prevailing circumstances and others not, and the perpetuation of the culture is determined accordingly.

Education is what survives when what has been learned has been forgotten.