Strategies to Position Behavior Analysis as the Contemporary Science of What Works in Behavior Change.

The negative perception of behavior analysis by the public, and conveyed in mass media, is well-recognized by the professional community of behavior analysts. Several strategies for correcting this perception have been deployed in the field by organizational behavior management practitioners, in particular, with encouraging results. These strategies include (a) reframing behaviorism in a more resonant format, (b) pushing direct outcome comparisons between behavior analysis and its rivals, and (c) playing up the "warm and fuzzy" side of behavior analysis (see Freedman 2015, in this issue, for a thorough description of these strategies). This article outlines three additional strategies that the author believes will position behavior analysis as a "contemporary science of what works in behavior change." These new strategies are (a) creating a cohesive, easily understandable framework; (b) personally communicating a more contemporary, sophisticated message; and