Behaviorism is the conceptual framework underlying the science of behavior. The science itself is often referred to as the experimental analysis of behavior or behavior analysis. Modern behaviorism emphasizes the analysis of conditions that maintain and change behavior as well as the factors that influence the acquisition or learning of behavior. Behaviorists also offer concepts and analyses that go well beyond the common-sense understanding of reward and punishment. Contemporary behaviorism provides an integrated framework for the study of human behavior, society, and culture.

Within the social sciences, behaviorism has referred to the social-learning perspective that emphasizes the importance of reinforcement principles in regulating social behavior (McLaughlin 1971). In addition, sociologists such as George Homans and Richard Emerson have incorporated the principles of behavior into their theories of elementary social interaction or exchange (Emerson 1972; Homans 1961). The basic idea in social exchange approaches is that humans exchange valued activities (e.g...