Behavioral approaches have often been criticized for ignoring mental processes and focusing solely on observable behavior. However, these approaches provide an optimistic perspective for individuals seeking to change their behaviors. Rather than concentrating on intrinsic personality traits, behavioral approaches suggest that even longstanding habits can be modified by changing the reward contingencies that maintain them.

A real-world application of operant conditioning principles is applied behavior analysis (ABA), also known as behavior modification. ABA uses operant conditioning principles to change human behavior by analyzing and manipulating the rewards and punishers present in a particular setting. It aims to identify the rewards for maintaining unwanted behaviors and enhance the rewards for more appropriate behaviors. From this perspective, all human behavior is influenced by rewards and punishments. By identifying and altering these controlling factors, behavior can be changed.

For instance, a manager who rewards staff with a half day off for having met work goals employs principles. Similarly, therapists and clients establish clear consequences for behavior to reinforce adaptive actions and discourage maladaptive ones. A teacher might use ABA practices by changing responses to a troublesome student's behavior, such as ignoring attention-seeking actions instead of scolding. These examples illustrate how attending to behavior consequences can improve performance in various settings, such as workplaces and classrooms. Supporters of ABA believe many emotional and behavioral problems stem from inadequate or inappropriate consequences.

ABA has been effective in numerous situations. Practitioners have used it to train individuals with autism, help children and adolescents with psychological issues, and assist residents of mental health facilities. ABA has also been used to teach effective parenting, enhance environmentally conscious behaviors like recycling, encourage seat belt use, and promote workplace safety. Additionally, ABA can help improve self-control in various aspects of mental and physical health.