... lovers, animal trainers, parents, bosses. If the behaviour yields rewards (reinforcements), then the behaviour is strengthened. * 1960's and 70's, the uses of reinforcement in behaviour modification therapy were very popular with psychologists, esp. in schools and with the mentally ill and the emotionally disabled. * It was the key method in self-help therapy: reward the behaviour you desire in others and yourself. . Skinner concentrated on the variables and forces in the environment that influence a person, the person's personality were not important to him. Any hopes in the individuals for rewards, plans, intentions and powerful emotions were ignored, in operant learning the only factor that influences behaviour is reinforcement and behaviour is only understood through responses to the environment. Skinner did point out that the most common behavioural control of punishment did not have the long-term intentioned effect of the elimination of certain behaviours and that positive reinforcements were ...

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