The way positive reinforcement is carried out is more important than the amount.

Properly used, positive reinforcement is extremely powerful.

Reinforcement is being right.

The people who control the condition in which we live have no reason to think beyond more than the next five or 10 years.

The ideal of behaviorism is to eliminate coercion: to apply controls by changing the environment in such a way as to reinforce the kind of behavior that benefits everyone.

A person who has been punished is not less inclined to behave in a given way; at best, he learns how to avoid punishment.