A failure is not always a mistake. It may simply be the best one can do under the circumstances. The real mistake is to stop trying.

B. F. Skinner

Psychologists

B. F. Skinner

American behaviorist (1904-1990), founder of behavior analysis. He formulated operant conditioning and invented the Skinner box. A 2002 survey ranked him the 20th century's most cited psychologist.

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