Operant conditioning is discussed by author B.F. Skinner in 'About Behaviorism':

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In ‘The Origin of Wealth’, Eric Beinhocker talks of Freud and Skinner :

Preferences are a psychological phenomenon. Freud postulated that our material needs are driven by the animal needs of our id and kept in check by our superego - thus, our economic preferences are the result of battles between ‘I really want that expensive car now!’ and ‘But I need to save for my children’s education!’

B.F. Skinner, on the other hand...

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