A Federal Bureau of Prisons official recommended that program leaders avoid using “the term ‘behavioral modification’ but to talk about positive reward and reinforcements for the type of behavior we are attempting to instill.” Another said, “We’re doing what we always did… but to call it ‘behavior modification’ just makes things more difficult.” Skinner’s 1976 “primer,” titled About Behaviorism, motivated by what he believed were public misconceptions stirred by the wave of harsh reaction to Beyond Freedom & Dignity, failed to capture much public attention.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1022