Image of Behaviour Modification: A Critical Analysis

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Abstract
Behaviour modification has not been favourably received either in the lay or professional communities, and this article examines critically some of the factors which may predispose a negative attitude to the use of behaviour modification techniques. Specifically, the apprehension regarding behavioural control, the conception of a deterministic/mechanistic model of man, the presentation of behaviour modification programmes, the increasing specialization and isolation within behaviour modification, and finally, misconceptions and misinformation regarding behaviour modification are identified as five principal determinants of a negative bias against behaviour modification. Finally, it is suggested that adherence to a social learning theory paradigm, together with an increased concentration on the self-regulation of behaviour might facilitate a more positive attitude towards, and greater acceptance of, behaviour modification techniques in general.

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