The critics of behavior modification say behavior analysts cannot achieve transfer of training and the maintenance of performance.

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Critics argue that behavior modification techniques often fail to achieve transfer of training, meaning that skills or behaviors learned in one context do not transfer to another context or setting. They also argue that behavior modification may not lead to the maintenance of performance over time, as behaviors may only be temporarily suppressed or changed rather than truly internalized and sustained without continued reinforcement.

The Critics of Behavior Modification Say Behavior Analysts Cannot Achieve