ABSTRACT
Clifford espouses a positive behavioral approach, and it permeates his teaching and research. Based on the premise that people generally seek pleasure and avoid pain, Clifford advocates that people make decisions based on empirical data and that they avail themselves of the research. In Teaching/Discipline, a book he coauthored with his brother Charley, several learning activities provide opportunities for reflection about behavioral principles in the classroom. Clifford strongly advocates the teaching for transfer, such that information learned in one context can be applied into other contexts. Finally, we present excerpts from a lecture that many of his students reference as the most powerful of all his lectures: “Who Claps for You?”
