With an emphasis on human behaviour, this book presents in detail both the principles of behaviour analysis and the experimental evidence underlying them, examining the factors that make such principles effective. It focuses on actual research into human behaviour problems to capitalize on its inherent fascination for students, and provides numerous graphs which illustrate the factors contributing to the effectiveness of behaviour principles. Each chapter ends with extensive sets of conceptual exercises that teach students to correctly identify the concepts presented in the chapter, helping them to comprehend how various factors contribute to the effective use of the principles and therapies.