“Now that we know how positive reinforcement works and why negative doesn’t,” he said at last, “we can be more deliberate, and hence more successful, in our cultural design. We can achieve a sort of control under which the controlled, though they are following a code much more scrupulously than was ever the case under the old system, nevertheless feel free. They are doing what they want to do, not what they are forced to do. That’s the source of the tremendous power of positive reinforcement—there’s no restraint and no revolt. By a careful cultural design, we control not the final behavior, {247} but the inclination to behave—the motives, the desires, the wishes.”