Strategies to Position Behavior Analysis as the Contemporary Science of What Works in Behavior Change.
Talk about ABA like it’s everyday teaching and people will fund it.
01Research in Context
What this study did
Walton (2016) wrote a how-to guide for talking about ABA. The paper gives a simple frame and warmer words to use with parents, teachers, and funders.
It is a think-piece, not an experiment. No kids, no data, just a recipe for clearer marketing.
What they found
The author says our field sounds cold. Swap "behavior modification" for "teaching strategies" and wrap programs in plain stories people like.
The kit lets any BCBA pitch services without jargon.
How this fits with other research
Saunders et al. (2005) and Hobson (1987) beat the same drum earlier. They told us to leave the clinic and tackle big public problems. Walton (2016) adds the ad copy.
de la Cruz et al. (2025) is the sequel with receipts. Their 2025 stories show BCBAs who used clear, values-first talk to win licensure laws and insurance funds. The 2016 frame became real-world wins.
Storch et al. (2012) looks contrary at first glance. They say "diversify clients" while Walton (2016) says "diversify words." The two papers actually fit: new markets open easier when your pitch feels friendly.
Why it matters
Next time you meet a teacher, skip "contingency-shaped behavior" and say "we teach what works." Use the warmer script from Walton (2016), then back it with the policy wins shown in de la Cruz et al. (2025). A clear story today can unlock funding tomorrow.
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02At a glance
03Original abstract
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
The Behavior analyst, 2016 · doi:10.1007/s40614-015-0044-3