★Reprinted for four times within a year!
★A psychological popular book that delves into the psychological mechanisms behind human behavior. Spanish bestselling author Ramon Nogueras uses behaviorist psychology as a theoretical framework, combined with a wealth of case and experimental studies, to reveal the principles of human behavior formation, change, and control.
★This book provides readers with a new perspective on their own and others' behavior, enabling people to understand and change behavior more scientifically to improve the quality of life.
★The full English translation is available.

We all make decisions we are not proud of. We do stupid things that embarrass us, but some of us are also capable of heroic acts.

This book helps us discover the principles of learning that shape our behavior (why we do some things and not others), and gives us a powerful tool to understand why we act the way we do: functional behavior analysis. From its beginnings in Skinner's learning labs at Harvard in the 1930s to the design of the mobile applications we can't stop using; from working with people on the autism spectrum to behavior modification in classrooms, businesses and shopping, the principles of functional analysis help us understand ourselves and change the things we do to, ultimately, change who we are.

Whether you want to change, start or quit a habit or help others to do so, this book is an introduction to what many consider to be the heart of psychology.

A guide to understanding that there's an explanation for even the strangest things we do.

Ramón Nogueras has a degree in Psychology from the University of Granada, a master's degree in Human Resources Management from the ESNA Foundation and a master's degree in HR Management and Third Generation Psychological Therapies (VIU). He has worked as a psychologist in private practice, as a consultant and trainer in companies, and as a university lecturer in organizational psychology. For more than a decade, he has been helping others to understand psychology, showcasing how exciting this science is, and calling out the enormous amount of fraud and pseudoscience that surrounds it.