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Behavior modification is a technique of altering an individual's behaviors and reactions to stimuli through positive and negative reinforcement of adaptive behavior and/or the extinction of maladaptive behavior through positive and negative conditioning.

While founded in behaviorism, behavior modification has long been used by psychotherapists, parents, and caretakers of those with special needs who don't necessarily have a behaviorist "philosophy." It involves some of the most basic methods to alter human behavior, through operant reward and punishment. Classical conditioning, which aims to affect changes in behavior through associations between stimuli and responses, can also be a component of behavior modification, but it is generally less useful in applied settings because it focuses solely on basic involuntary reactions to stimuli and not on conscious learning associated with a behavior's function or context.

Strictly following behavioral principles, there is no analysis of the individual's thoughts, but many argue that the therapy can be improved with cognitive components. In recent years, the concept of punishment has had many critics, though these critiques tend to not apply to negative punishment (time-outs) and usually apply to the addition of some aversive event. The use of positive punishment in certified behavior analysts is restricted to extreme circumstances when all other forms of treatment have failed and when the behavior to be modified is a danger to the person or to others. In clinical settings positive punishment is usually restricted using a spray bottle filled with water as an aversive event. When mis-used, extreme punishment can lead to affective (emotional) disorders, as well as to the target of the punishment eventually focusing only on avoiding punishment (i.e., "not getting caught") rather than improving behavior.

Therapy cannot be effective unless the behaviors to be changed are understood within a specific context. Therefore, a functional assessment is needed before performing behavior modification. One of the most simple yet effective methods of functional assessment is called the "ABC" approach, where observations are made on Antecedents, Behaviors, and Consequences. In other words, "What comes directly before the behavior?", "What does the behavior look like?", and "What comes directly after the behavior?" Once enough observations are made, the data are analyzed and patterns are identified. If there are consistent antecedents and/or consequences, then an intervention should target them in order to increase or decrease the target behavior. Many techniques in this therapy are specific techniques aimed at specific issues.

The only way of giving positive reinforcement in behavior modification is in providing compliments, approval, encouragement, and affirmation; a ratio of five compliments for every one complaint is generally seen as being the most effective in altering behavior in a desired manner.^[1][2]

Behavior modification is critiqued in person-centered psychotherapeutic approaches such as Rogerian Counseling and Re-evaluation Counseling[1]. The argument is that these methods involve connecting with the human qualities of the person to promote healing and that behaviorism is denigrating to the human spirit.^{[citation needed]}

Further criticism extends to the presumption that behavior increases only when it is reinforced. This premise is at odds with research conducted by Albert Bandura at Stanford University. His findings indicated that violent behavior is imitated, without being reinforced, in studies conducted with children watching films showing various individuals 'beating the daylights out of Bobo'. Bandura believed that human personality and learning is the result of the interaction between environment, behavior and psychological process. There is evidence, however, that imitation is a class of behavior that can be learned just like anything else. Children have been shown to imitate behavior that they have never displayed before and are never reinforced for, after being taught to imitate in general. (Baer and Sherman, 1964). (http://www.unca.edu/~nruppert/EDPsych/Week2/Theorists/Albert%20Bandara.doc.)

While Behaviorism continues to grow as a science by including environmental factors, for example, it could be criticized for being reductionist.

• Behavior Modification can refer to a parasitic organism directly affecting its host's behavior (as opposed to gross biology) in a way which enhances the probability of its transmission.
• fasciola hepatica and Dicrocoelium dendriticum modify ant behavior so they can be transmitted to their host ruminant.
• toxoplasma gondii can modify rodent behavior so they are attracted to cats, resulting in their transmission to the host feline.

• Applied Behavioural Analysis
• Cognitive behavioral therapy
• John B. Watson
• Ivan Pavlov
• B. F. Skinner
• Behavior modification facility
• Sociology
• Conditioning
• Classical conditioning
• Operant conditioning
• Covert conditioning
• Beyond Freedom and Dignity
• Life coaching
• A Clockwork Orange

• ldonline.org - Behavior modification in the Classroom
• about.com - Changing Our Perspective Can Help Our Child To Behave
• ehow.com - How to Create a Behavior Modification Plan for Students With Behavioral Disabilities
• Association for Comprehensive NeuroTherapy - Behavior modification charts for home and school
• Article - Organizational Behavior Modification (OBMod)

[2] The Behavior Analyst Online