Here is an alarming quote from the B.F. Skinner website, with added emphasis:
Operant
behavior is shaped and maintained by its consequences for the
individual. Both processes have controversial features. Neither one
seems to have any place for a prior plan or purposes. In both, selection
replaces creation.
Personal freedom also seems threatened. It is only the feeling of freedom,
however, which is affected. Those who respond because their behavior
has had positively reinforcing consequences usually feel free. They seem
to be doing what they want to do. Those who respond because the
reinforcement has been negative and who are therefore avoiding or
escaping from punishment are doing what they have to do and do not feel
free. These distinctions do not involve the fact of freedom. http://www.bfskinner.org/behavioral-science/definition/
