In order to modify behavior, we must understand why the behavior is occurring in the first place. One of the most important ways to determine why a behavior is occurring, is to understand what is reinforcing it. Reinforcement is what occurs directly following a...

What is behavior? Why do we do things? For more than a century, behavioral scientists such as Pavlov, Skinner, Watson, and Lovaas have been harnessing their curiosity and producing a lush history of empirical research to help us answer the question, “Why do we...