Up with this I shall not put: 10 reasons why I disagree with Branch and Vollmer on behavior used as a count noun.

Merrill (2004) wrote a short, sharp reply to two big-name behavior analysts. They had said we must never say "a behavior" or "behaviors." The author listed ten reasons why that rule hurts the field.

The paper is a position piece, not an experiment. It uses history, grammar, and common sense. It speaks to every-day practitioners who write reports and talk to parents.

The count-noun use of "behavior" is correct English. Shakespeare and Skinner both used it. Forcing only mass-noun usage makes our speech sound odd and keeps the public out.

Rigid rules shrink our audience. If parents can't follow our words, they won't use our help.

Poling et al. (2020) extends the same fight. They ask us to drop the word "contingency" and spell out the if-then detail instead. Both papers target needless jargon that hides meaning.

JChristensen et al. (2024) is a 2024 successor. It tells us to retire "response strength" and talk about selection at many levels. Like Merrill (2004), it dumps an old phrase to clear the air.

Lowe et al. (1977) gives a warning that backs the point. They tested 39 ABA manuals and found reading levels from 7th grade to college. Hard words push people away; easier words pull them in.

You write plans, notes, and parent handouts. If you sound like a textbook, people tune out. Say "three behaviors we will teach" instead of "the response class under examination." Keep the science, drop the gate-keeping. Your clients will understand faster and follow through more often.