As much as individuals may hate to admit it, the world largely runs on principles of behaviorism. We can trace much of what we do back to rewards or punishments to some degree. Denying this is almost akin to denying the existence of gravity. These principles were discovered, not invented. Individuals who oppose behaviorism argue it is a cold way to control someone. Behaviorism can be used without coldness, however. By understanding and utilizing these principles, we can use them in our favor rather than merely being controlled by them. In fact, one could even argue that giving emotional warmth to another person is a form of reinforcement.