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

“The strengthening of behavior which results from reinforcement is appropriately called "conditioning". In operant conditioning we "strengthen" an operant in the sense of making a response more probable or, in actual fact, more frequent.”

“It is a mistake to suppose that the whole issue is how to free man. The issue is to improve the way in which he is controlled.”

“The real question is not whether machines think but whether men do. The mystery which surrounds a thinking machine already surrounds a thinking man.”

“We admire people to the extent that we cannot explain what they do, and the word "admire" then means "marvel at.”

“It has always been the task of formal education to set up behavior which would prove useful or enjoyable later in a student's life.”

“Ethical control may survive in small groups, but the control of the population as a whole must be delegated to specialists—to police, priests, owners, teachers, therapists, and so on, with their specialized reinforcers and their codified contingencies.”