<P> Behavior modification is critiqued in person - centered psychotherapeutic approaches such as Rogerian Counseling and Re-evaluation Counseling, which involve "connecting with the human qualities of the person to promote healing", while behaviorism is "denigrating to the human spirit". B.F. Skinner argues in Beyond Freedom and Dignity that unrestricted reinforcement is what led to the "feeling of freedom", thus removal of aversive events allows people to "feel freer". Further criticism extends to the presumption that behavior increases only when it is reinforced . This premise is at odds with research conducted by Albert Bandura at Stanford University . His findings indicate that violent behavior is imitated, without being reinforced, in studies conducted with children watching films showing various individuals "beating the daylights out of Bobo". Bandura believes that human personality and learning is the result of the interaction between environment, behavior and psychological process . There is evidence, however, that imitation is a class of behavior that can be learned just like anything else . Children have been shown to imitate behavior that they have never displayed before and are never reinforced for, after being taught to imitate in general . </P> <P> Several people have criticized the level of training required to perform behavior modification procedures, especially those that are restrictive or use aversives, aversion therapy, or punishment protocols . Some desire to limit such restrictive procedures only to licensed psychologists or licensed counselors . Once licensed for this group, post-licensed certification in behavior modification is sought to show scope of competence in the area through groups like the World Association for Behavior Analysis . Still others desire to create an independent practice of behavior analysis through licensure to offer consumers choices between proven techniques and unproven ones (see Professional practice of behavior analysis). Level of training and consumer protection remain of critical importance in applied behavior analysis and behavior modification . </P>

Who said learning is the modification of behaviour through experience and training