The Myths of the Myths About Behavior Mod in Organizations
Jerry L. Gray · Academy of Management Review · 1979
The article is a response to a critique of behavior modification theory applied to organizations that was made by Edwin A. Locke. The issues in contention include: the deterministic viewpoint to explain human behavior; lack of a scientific base for behavior modification theory; inconsistency of vicarious learning with behavior-modification principles; the idea that behavior modification cannot work unless people are aware of and managers have control over contingencies; and the role of punishment in behavior modification.