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According to B.F. Skinner (b. 1904) we learn how to be the kind of
people we are, just as we learn everything else. 2. The entire concept that most
people call personality, with its unconscious motivation, its moral underpinnings, and its emotional overlay, does not exist. 3. Human behavior. Skinner
says, can be divided into the different kinds of activity that we either do or
don't do, depending on what we have been rewarded or punished for in the
past and on what consequences we expect in the future. 4. Rewards are much
more powerful than punishments in shaping behavior.
5. Human behavior, then, is lawful, in the sense that it follows certain
basic laws, or principles, of learning. 6. It is merely a result of the chaining
together of a number of stimulus-response sequences. 7. No matter how unproductive a behavior might seem to be it would not persist unless there was
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some payoff for the person doing it. 8. Children may throw frequent temper
tantrums, for example, because tantrums often bring results - either things the
children want or the attention of their parents. 9. They will continue to pitch
tantrums as long as they get something from them.
10. This theory has been criticized for seeing people as empty shells
and for oversimplifying the significance of learning principles, but it is optimistic in that it sees the possibility of change. 11. An extreme view of the effect of change is demonstrated in Walden Two, a novel in which B.F. Skinner
describes a Utopian community that rewards desirable behaviors, thus bringing
about a perfect society. 12. At least one commune, in Virginia, tried to put
Skinner's ideas into practice, but it later dropped its emphasis on behavioral
principles. 13. There are, however, many successful case histories of people
who have seemed to change aspects of their behavior as a direct result of the
application of learning principles, structured in behavior therapy programs.

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