B. F. Skinner — American Psychologist born on March 20, 1904, died on August 18, 1990

Burrhus Frederic Skinner , commonly known as B. F. Skinner, was an American psychologist, behaviorist, author, inventor, and social philosopher. He was the Edgar Pierce Professor of Psychology at Harvard University from 1958 until his retirement in 1974... (wikipedia)

The environment will continue to deteriorate until pollution practices are abandoned.
A failure is not always a mistake, it may simply be the best one can do under the circumstances. The real mistake is to stop trying.
The way positive reinforcement is carried out is more important than the amount.
A person who has been punished is not less inclined to behave in a given way; at best, he learns how to avoid punishment.
The ideal of behaviorism is to eliminate coercion: to apply controls by changing the environment in such a way as to reinforce the kind of behavior that benefits everyone.