applied vs experimental behavior analysis, comment on J. L. Michael's discussion ; Comments on J. Michael's (1980) discussion on the flight from behavior analysis by looking positively upon the following points: The applied people are largely new personnel who are not quick to apply new basic findings and who do not relate their independent variables to basic behavioral concepts. Procedure-collecting does not further the "behavioralization" of culture. The marketability of applied behavior analysis is not supportive of behavior analysis. Applied behavior analysts behave as if application were a self-contained enterprise.