B.F. Skinner

“You must feel a certain lack of excitement in these accouncements. No garish posters, no bright lights, none of the paraphernalia with which the entertainment industry whips up a jaded public. But in a day or so these simple notices will begin to take on all the excitement of the shimmering marquee. When there are no signs ten feet high, five feet will do. When there are none five feet high, one foot serves well enough. It isn't the color or brightness or size of a poster which makes it exciting. It's the experiences which have accompanied similar posters in the past. The excitement is a conditioned reflex. Our bulletin board is our Great White Way, and we're dazzled by it.”


B.F. Skinner, Walden Two
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Walden Two Walden Two by B.F. Skinner
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