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.
Adult behavior modification is the method of changing the way an adult reacts either physically or mentally to a given stimulus. This process can be applied to anything from stopping a drug addiction to making your bed each morning. Behavior modification is a treatment method, and it is based on the values of operant conditioning. The undesirable behaviors are exchanged with more suitable ones through various techniques and methods. Skinner, the father of behavior modification science, conducted scientific research in the 1950s that involved training rats through rewards and punishments. His practices and theories continue to influence schools of psychology and practicing psychologists to this day.