An expanding population will exhaust our resources and pollute the environment and sooner or later (sooner if we suffer a nuclear holocaust) put an end to the kind of world in which the species can live . . . To do so we need a much clearer understanding of why people behave as they do. We need, in short, a science and technology of behavior which will permit us to deal with the behavioral aspects of our problems as effectively as other technologies deal with their physical and biological aspects. (p. 467)
