This article challenges applied behavior analysts to use their knowledge of consumer behavior and effective educational strategies to provide consumers with useful information, thereby enabling them to make informed decisions. This will decrease the misconceptions that many consumers have about behavior analysis, thus improving the social validity…

Five criteria are proposed for evaluating performance in research studies: the directness of sampling, the responsiveness of the target, the reliability of the observers, the frequent assessment of the target during the intervention period, and the critical nature of the target. A case study illustrates effectiveness of the criteria. (Author/CR)