Translating the covenant: The behavior analyst as ambassador and translator.
Trade harsh jargon for gentle wording and you turn enemies into partners.
01Research in Context
What this study did
The author wrote a position paper. He told behavior analysts to act like ambassadors.
He said we should swap scary words for friendly ones. Say "consequence-based intervention" instead of "punishment."
What they found
No data were collected. The paper is a call to action.
The main point: kinder language wins allies and speeds adoption.
How this fits with other research
Fujita (1985) made the first warning. He said bad press hurts the field. Evenhuis (1996) gives the fix: talk like a translator.
Catania et al. (1982) showed how new tricks spread. Evenhuis (1996) adds the step "re-name the trick so people like it."
Thomson et al. (2025) prove the plan works. Ontario BCBAs used soft talk about "public safety" and won full licensure in 25 years.
Why it matters
Next time you write a parent handout or IEP goal, swap "punisher" for "reduction procedure." The field’s image—and your funding—rides on every word you choose.
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02At a glance
03Original abstract
Behavior analysts should be sensitive to how others react to and interpret our language because it is inextricably related to our image. Our use of conceptual revision, with such terms as punishment, has created communicative confusion and hostility on the part of general and professional audiences we have attempted to influence. We must, therefore, adopt the role of ambassador and translator in the nonbehavioral world. A number of recommendations are offered for promoting, translating, and disseminating behavior analysis.
The Behavior analyst, 1996 · doi:10.1007/BF03393162