"What is love except another name for the use of positive reinforcement? Or vice versa."

"The only way to do great work is to love what you do."

"The experimental analysis of behavior has shown that the traditional concept of 'inner man' is a fiction."

"The rat's behavior is lawful, and by lawful I mean it can be predicted and controlled."

"Freedom is a matter of contingencies of reinforcement, not of some inner state of mind."