Reports on the misconceptions held about behavior analysis among students in two advanced undergraduate courses in behavior modification. Finds that only 3 of 13 common misconceptions were held widely. Reveals that these three misconceptions were resistant to change. (CFR)

Presents study results determining the effect of incentives on willingness to participate in experiments involving varying degrees of aversive treatments. Reports methods, procedures, and results for three different experiments. Concludes that willingness to participate was greater with larger incentives but lower for aversive treatments. Argues…