The article is a response to a critique by Jerry L. Gray concerning behavior modification in organizations. The issues in contention or inaccurately interpreted by Gray include: the role of cognition in behavior modification techniques; the author's understanding of operant conditioning; the predictive aspect of behaviorism; the effectiveness of reinforcements over time; the “Hawthorne effect”; and the principle of contingency management. The studies by B. F. Skinner, W. R. Nord, and E. Pedalino and V. U. Gamboa are mentioned.