•B.F. Skinner—focuses on reinforcement and punishment
•An assumption—that animals and people could be changed by using similar techniques
•Not all human learning is automatic and unintentional.
People learn to behave in certain ways as they operate in the environment
•This happened through two different kinds of stimulation—stimulus and response (Pavlov) and operant condition where behavior is exhibited without any observable stimulus, i.e. chickens pecking, babies wiggling arms, etc.