“We all know thousands of facts about behavior. Actually there is no subject matter with which we could be better acquainted, for we are always in the presence of at least one behaving organism. But this familiarity is something of a disadvantage, for we have probably jumped to conclusions which will not be supported by the cautious methods of science. . . A great deal of unlearning generally takes place in our early contact with a science of behavior.” (pp. 14-15)
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