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.

An important fact about verbal behavior is that speaker and listener may reside within the same skin.

In a world of complete economic equality, you get and keep the affections you deserve. You can't buy love with gifts or favors, you can't hold love by raising an inadequate child, and you can't be secure in love by serving as a good scrub woman or a good provider.

The 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.

...not everyone is willing to defend a position of 'not knowing.' There is no virtue in ignorance for its own sake.

The simulated approval and affection with which parents and teachers are often urged to solve behavior problems are counterfeit. So are flattery, backslap-ping, and many other ways of "winning friends.

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