pt. 1: Myths and misrepresentations of reinforcement. Reinforcement as "rat psychology"
Insults and mischievous misrepresentations : M & Ms for the retarded
Carrot-and-stick control, bribery, and value
The myth that "extrinsic rewards undermine intrinsic interest"
The reality of extrinsic rewards and intrinsic motivation
Reinforcement crushes creativity
Reinforcement creates creativity
The myth that imitation and instruction following invalidate reinforcement theory
pt. 2: For better or worse, in sickness and in health : reinforcement in action. Reinforcement of achievement and underachievement
Reinforcement in education
Reinforcement in drug use, abuse, and treatment
Reinforcement and crime, misconduct, and correction
Reinforcement in the cause, course, and correction of depression, chronic pain, and illness
Appendix 1: The selection of behavior
Appendix 2: Basic terms.