A step towards ending the isolation of behavior analysis: A common language with evolutionary science.

In spite of repeated efforts to explain itself to a wider audience, behavior analysis remains a largely misunderstood and isolated discipline. In this article we argue that this situation is in part due to the terms we use in our technical discussions. In particular, reinforcement and punishment, with their vernacular associations of reward and retribution, are a source of much misunderstanding. Although contemporary thinking within behavior analysis holds that reinforcement and punishment are Darwinian processes whereby behavioral variants are selected and deselected by their consequences, the continued use of the terms reinforcement and punishment to account for behavioral evolution obscures this fact. To clarify and simplify matters, we propose replacing the terms reinforcement and punishment with selection and deselection, respectively. These changes would provide a terminological meeting point with other selectionist sciences, thereby increasing the likelihood that behavior analysis will contribute to Darwinian science.