Applied Behavior Analysis at a Crossroads: Reform, Branding, and the Future of Behavior Analysis
- PMID: 40919360
- PMCID: PMC12411353
- DOI: 10.1007/s40614-025-00462-4
Applied Behavior Analysis at a Crossroads: Reform, Branding, and the Future of Behavior Analysis
Abstract
In recent years, public concerns about applied behavior analysis (ABA) have intensified. This article argues that foundational principles of ABA require behavior analysts to take seriously these concerns and actively work to improve our practices. We provide an overview of ongoing reform efforts and examine how these efforts have led to the emergence of distinct brands within the field. Although these reformist efforts signal a commitment to ethical progress, they also raise concerns about the proliferation of competing credentials, conferences, and professional affiliations, which could increase confusion among clients, practitioners, and policymakers. We argue that although branding within ABA may be an expected and ultimately benign response to shifting ethical and practical norms, it also carries the potential to faction reformist efforts and further divide the field, rather than promote our collective advancement toward ever-better practices. Thus, our goals are to: (1) raise awareness around the potentialities of siloing advancements under competing labels, and (2) suggest that an integrated approach synthesizing reformist insights into a cohesive framework may have the greatest impact on advancing the whole field's understanding of best practice.
Keywords: Branding; Ethics; Philosophic doubt; Reform; Social validity.
© The Author(s) 2025.
Conflict of interest statement
Competing interestNeither author has competing interests.
Similar articles
-
Prescription of Controlled Substances: Benefits and Risks.2025 Jul 6. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2025 Jan–. 2025 Jul 6. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2025 Jan–. PMID: 30726003 Free Books & Documents.
-
Sexual Harassment and Prevention Training.2024 Mar 29. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2025 Jan–. 2024 Mar 29. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2025 Jan–. PMID: 36508513 Free Books & Documents.
-
Developing evidence-based guidelines for describing potential benefits and harms within patient information leaflets/sheets (PILs) that inform and do not cause harm (PrinciPILs).Health Technol Assess. 2025 Aug;29(43):1-20. doi: 10.3310/GJJH2402. Health Technol Assess. 2025 Aug;29(43):1-20. doi: 10.3310/GJJH2402. PMID: 40847720
-
Healthcare workers' informal uses of mobile phones and other mobile devices to support their work: a qualitative evidence synthesis.Cochrane Database Syst Rev. 2024 Aug 27;8(8):CD015705. doi: 10.1002/14651858.CD015705.pub2. Cochrane Database Syst Rev. 2024. PMID: 39189465 Free PMC article.
-
How lived experiences of illness trajectories, burdens of treatment, and social inequalities shape service user and caregiver participation in health and social care: a theory-informed qualitative evidence synthesis.Health Soc Care Deliv Res. 2025 Jun;13(24):1-120. doi: 10.3310/HGTQ8159. Health Soc Care Deliv Res. 2025. PMID: 40548558
References
-
- 136th General Assembly. (2025) Enact Advance Ohio Higher Education Act (OH, S.B.1.) https://search-prod.lis.state.oh.us/api/v2/general_assembly_136/legislat...
-
- Abdel-Jalil, A., Linnehan, A. M., Yeich, R., Hetzel, K., Amey, J., & Klick, S. (2023). Can there be compassion without assent? A nonlinear constructional approach. Behavior Analysis in Practice, 1–12.
-
- Anderson, L. K. (2023). Autistic experiences of applied behavior analysis. Autism,27(3), 737–750. - PubMed
-
- Association for Behavior Analysis International (2022a). CESS task force’s final recommendations for a statement on contingent electric skin shock. https://www.abainternational.org/about-us/organizational-chart/cess-task...
-
- Association for Behavior Analysis International. (2022b). Report of the ABAI task force on contingent electric skin shock. https://www.abainternational.org/about-us/organizational-chart/cess-task...
LinkOut - more resources
Full Text Sources