On Beyond Freedom and Dignity by B. F.Skinner

In 1971, the Western world was in the midst of the Cold War and debates raged about how we should act to ensure our long-term security and safety. [...]he advocated the use of positive reinforcers and some negative reinforcers. Despite this, when efforts have been made to alter the reinforcers for detrimental human behaviour, such as increasing social isolation of smokers, beneficial effects have been seen.