“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 careful cultural design, we control not the final behavior, but the inclination to behave-- the motives, desires, the wishes.”

“But restraint is the only one sort of control, and absence of restraint isn't freedom. It's not control that's lacking when one feels 'free', but the objectionable control of force.”

“Needs cause motivation. Deep-rooted desires for esteem, affection, belonging, achievement, self-actualization, power, and control motivate us to push for what we want and need in our lives.”

“Action seems to follow feeling, but really action and feeling go together; and by regulating the action, which is under the more direct control of the will, we can indirectly regulate the feeling, which is not.”

“Action seems to follow feeling, but really action and feeling go together; and by regulating the action, which is under the more direct control of the will, we can indirectly regulate the feeling, which is not.”

“Do we have free will, or do the mass media and our culture control us, our desires and actions, from the moment we’re born?”