Burrhus Frederic Skinner (1904–1990) was an American psychologist and behaviorist who developed the theory of operant conditioning — the idea that behavior is shaped by its consequences through reinforcement and punishment. His work on how environments shape behavior has had lasting influence on education, advertising, and technology design, including the engagement-optimization techniques used by [[Silicon Valley]] platforms. Skinner's ideas about behavioral control intersect with debates about [[Propaganda]] and the design of persuasive systems.