"A person who has been punished is not less inclined to behave in a given way; at best, he learns how to avoid punishment."
-B.F. Skinner
Behavior analysis is the science of behavior, with a history extending back to the early 20th century. Its guiding philosophy is behaviorism, which is based on the premise that attempts to improve the human condition through behavior change will be most effective if behavior itself is the primary focus. (https://www.bacb.com/about-behavior-analysis/)