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B. F. Skinner earned his status as a legend of 20th Century psychology by developing his theory of ‘operant conditioning’ – that behaviour is determined by the positive and negative feedback we associate with it. So if a particular action gains a reward then it’s likely to be repeated, whereas if it earns a punishment, it probably won’t be.

Skinner famously demonstrated this with pigeons pecking at buttons in a box and being rewarded with food.

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