Makes the controversial argument that reinforcement is a real and valuable force in human behavior.2004 CHOICE Outstanding Academic Title According to Stephen Ray Flora, reinforcement is a very powerful tool for improving the human condition despite often being dismissed as regarding people as less than human and as "overly simplistic." This book addresses and defends the use of reinforcement principles against a wide variety of attacks. Countering the myths, criticisms, and misrepresentations of reinforcement, including false claims that reinforcement is "rat psychology," the author shows that building reinforcement theory on basic laboratory research is a strength, not a weakness, and allows unlimited applications to human situations as it promotes well-being and productivity. Also examined are reinforcement contingencies, planned or accidental, as they shape behavioral patterns and repertoires in a positive way.

Makes the controversial argument that reinforcement is a real and valuable force in human behavior.2004 CHOICE Outstanding Academic Title According to Stephen Ray Flora, reinforcement is a very powerful tool for improving the human condition despite often being dismissed as regarding people as less than human and as "overly simplistic." This book addresses and defends the use of reinforcement principles against a wide variety of attacks. Countering the myths, criticisms, and misrepresentations of reinforcement, including false claims that reinforcement is "rat psychology," the author shows that building reinforcement theory on basic laboratory research is a strength, not a weakness, and allows unlimited applications to human situations as it promotes well-being and productivity. Also examined are reinforcement contingencies, planned or accidental, as they shape behavioral patterns and repertoires in a positive way.

Argues for the superiority of behavioral treatments over drug therapies for psychological problems.In this highly provocative book, Stephen Ray Flora maintains that we have been deceived into believing that whatever one's psychological problem-from anxiety, anorexia, bulimia, depression, phobias, sleeping and sexual difficulties to schizophrenia-there is a drug to cure us. In contrast, he argues that these problems are behavioral, not chemical, and he advocates behavioral therapy as an antidote. He makes the controversial claim that for virtually every psychological difficulty, behavioral therapy is more effective than drug treatment. Not only that, but the side effects of behavioral therapy, rather than being harmful like many drugs, are actually beneficial, often facilitating self-empowerment through learning functional life skills.

Makes the controversial argument that reinforcement is a real and valuable force in human behavior.2004 CHOICE Outstanding Academic Title According to Stephen Ray Flora, reinforcement is a very powerful tool for improving the human condition despite often being dismissed as regarding people as less than human and as "overly simplistic." This book addresses and defends the use of reinforcement principles against a wide variety of attacks. Countering the myths, criticisms, and misrepresentations of reinforcement, including false claims that reinforcement is "rat psychology," the author shows that building reinforcement theory on basic laboratory research is a strength, not a weakness, and allows unlimited applications to human situations as it promotes well-being and productivity. Also examined are reinforcement contingencies, planned or accidental, as they shape behavioral patterns and repertoires in a positive way.

Makes the controversial argument that reinforcement is a real and valuable force in human behavior.2004 CHOICE Outstanding Academic Title According to Stephen Ray Flora, reinforcement is a very powerful tool for improving the human condition despite often being dismissed as regarding people as less than human and as "overly simplistic." This book addresses and defends the use of reinforcement principles against a wide variety of attacks. Countering the myths, criticisms, and misrepresentations of reinforcement, including false claims that reinforcement is "rat psychology," the author shows that building reinforcement theory on basic laboratory research is a strength, not a weakness, and allows unlimited applications to human situations as it promotes well-being and productivity. Also examined are reinforcement contingencies, planned or accidental, as they shape behavioral patterns and repertoires in a positive way.

Argues for the superiority of behavioral treatments over drug therapies for psychological problems.In this highly provocative book, Stephen Ray Flora maintains that we have been deceived into believing that whatever one's psychological problem-from anxiety, anorexia, bulimia, depression, phobias, sleeping and sexual difficulties to schizophrenia-there is a drug to cure us. In contrast, he argues that these problems are behavioral, not chemical, and he advocates behavioral therapy as an antidote. He makes the controversial claim that for virtually every psychological difficulty, behavioral therapy is more effective than drug treatment. Not only that, but the side effects of behavioral therapy, rather than being harmful like many drugs, are actually beneficial, often facilitating self-empowerment through learning functional life skills.