Similarly, researcher Paul Thorne reports in the journal International Management (“Fitting Rewards,” 1990) that in order to get people to behave in a particular way, they must be “needy enough so that rewards reinforce the desired behavior.”
Behavior modification can also destroy our intrinsic desire for compassion, which is necessary for a democratic society. Kohn offers several studies showing “children whose parents believe in using rewards to motivate them are less cooperative and generous [children] than their peers.” Children of mothers who relied on tangible rewards were less likely than other children to care and share at home.
Today, the mental health profession has gone beyond behavioral technologies of control. It now diagnoses noncompliant toddlers with attention deficit hyperactivity disorder, oppositional defiant disorder, and pediatric bipolar disorder and attempts to control them  with heavily sedating drugs. While Big Pharma directly profits from drug prescribing, the entire corporatocracy benefits from the mental health profession’s legitimization of conditioning and controlling.