The Analysis of Verbal Behavior 1998, 15, 143-147 Realizing the Potential of Skinner's Analysis of Verbal Behavior Mark L. Sundberg Behavior Analysts, Inc. The most significant aspects of human ists have examined this issue, and have col- behavior involve verbal behavior (e.g., lan- lectively provided a list of reasons why Ver- guage, thinking, understanding, memory). bal Behavior was not immediately embraced Perhaps this significance is why Skinner fre- by the behavioral community (e.g., quently stated that his analysis of verbal be- Eshleman, 1991; McPherson, Bonem, Green, havior would prove to be his most important & Osborne, 1984; Michael, 1984; Oah & work (e.g., 1978, p. 122). The topics analyzed Dickinson, 1989; Vargas, 1986). Perhaps in Skinner's book Verbal Behavior (1957) are most troublesome to the behavior analysts complex, but these are many of the same of the time was that the book was specula- topics that are focused on extensively in tive and did not contain any data (Michael, mainstream psychology and linguistics. If 1984). The lack of empirical research on ver- behavior analysts are to participate in the bal behavior continued to trouble behavior analysis of these complex behaviors, then analysts well into the 1980s (McPherson et they will need the conceptual tools from Ver- al., 1984). However, it now appears that this bal Behavior in order to maintain the integ- situation has changed, and a number of ad- rity of a behavioral analysis. Although much vances in empirical research and applica- has been accomplished in the 41 years since tions directly related to Verbal Behavior can the publication of Verbal Behavior, there are be identified. These advances are classified still several major challenges that face be- into six different areas, each of which will havior analysts if the book is to have the be briefly reviewed below. impact that Skinner felt it could. The current Empirical research. In a citation analysis of paper will briefly review some of these ac- Verbal Behavior (1957), McPherson et al. complishments and then suggest some fu- (1984) found that of the 836 papers that met ture directions for the analysis of verbal their citation criteria, only 19 constituted behavior. empirical research. These authors concluded that "Verbal Behavior has not Current Status of an Operant provided a con- Analysis of Verbal Behavior ception that has led to the empirical exami- nation and explanation of verbal behavior. Following the publication of Verbal Behav- If the past is a predictor of the future there ior (1957), Skinner received a wave of nega- is no reason to expect that it will eventually tive reactions from both outside and inside do so" (p. 165). However, there has been a the field of behavior analysis. Criticism of steady increase in verbal behavior research the book was anticipated from outside the since the late 1970s (if convention presenta- field (Skinner, 1978), but the strong reaction tions are considered), and published empiri- from within the field was probably not cal research has been increasing at a expected by Skinner. A number of behavior- celeration rate of x 3 since the mid 1980s (Eshleman, 1991). The author gratefully acknowledges Cindy Sundberg A review of the 126 papers published in for her comments on earlier versions of this paper. Reprints can be obtained from the author at 888 the first 14 volumes of The Analysis of Verbal Podva Rd., Danville, California 94526. Behavior (TAVB) showed that 46 papers con- 143 144 MARK L. SUNDBERG stituted experimental analyses. Also, a num- Inc., Danville, California). There have also ber of other empirical papers have been pub- been a number of other applications of Ver- lished in the Journal of the Experimental bal Behavior. For example, Skinner's work Analysis ofBehavior and the Journal ofApplied has been used to analyze the acquisition of Behavior Analysis (e.g., Lamarre & Holland, language by children (e.g., Bijou & Baer, 1985; Lodhi & Greer, 1989; Partington, 1965), the acquisition of language by apes Sundberg, Newhouse, & Spengler, 1994; (e.g., Savage-Rumbaugh, 1984; Sundberg, Yamamoto & Mochizuki, 1988), as well as 1996), schizophrenic hallucinations (e.g., other journals and books (e.g., Fushimi, Burns, Heiby, & Tharp, 1983; Layng & 1994; Luciano, 1986; Sato & Sugiyama, Andronis, 1984), facilitated communication 1994; Sigafoos, Doss, & Reichle, 1989). In (e.g., Hall, 1993; Sundberg, 1993), and stimu- addition, several reviews of verbal behavior lus equivalence (e.g., Hall & Chase, 1991). research have been published (e.g., Brady, Conference presentations. The number of Saunders, & Spradlin, 1994-1995; Oah conference presentations relevant to verbal & Dickinson, 1989; Potter & Brown, 1997; behavior has also been substantial over the Shafer, 1994-1995). Given these data, it seems past 20 years. The verbal behavior area has reasonable to speculate that a citation analy- always been a key part of the Association sis conducted today would show that for Behavior Analysis (ABA) program, and Skinner's analysis of verbal behavior has in fact was the first specialty area tracked finally led to a productive line of empirical separately by the Midwestern ABA program investigation. committee (1977). The frequency of present- Availability ofteaching materials. Prior to the ers using the terms from Verbal Behavior mid 1970s there were very few teaching (1957) also appears to be increasing. In an materials on verbal behavior available to awards ceremony at a recent regional con- college instructors. However, during the ference on behavior analysis, Julie Vargas past 20 years materials have become more stated that she was impressed with the num- available due to a number of factors, but ber of different presenters at the conference perhaps most significant is the availability who made accurate use of the terms from of the papers published in TAVB and other Skinner's analysis of verbal behavior. journals and books. In addition, updated The Verbal Behavior Special Interest Group objectives, exams, and study materials for (VBSIG) and TAVB. The VBSIG has been one Skinner's book are available (Michael, 1997), of the largest SIGs in ABA for the past 20 as are a number of books and book chapters years. Its membership has reached approxi- on verbal behavior (e.g., Chase & Parrott, mately 500, and it has successfully started 1986; Donahoe & Palmer, 1994; Hayes, and maintained a professional journal Hayes, Sato, & Ono, 1994; Pierce & Epling, (TAVB). The SIG continues to meet each year 1995). at the annual ABA convention, and 15 vol- Applications. Perhaps the most obvious umes of the journal have been published. value of the research on verbal behavior thus Signs of acceptance from outside the field. In far has been the role it has played in guid- a recent publication in Historiographia ing language assessment and training pro- Linguistica (1990), a historian of linguistics, -grams for individuals who have language J. T. Andresen, suggested that Verbal Behav- deficits (Michael, 1998). Examples of these ior (1957) could be of value to those inter- applications can be found throughout TAVB ested in pragmatics. Andresen provided a and the other publications mentioned above. reexaminatation of several aspects of the In addition, a number of schools with cur- Skinner-Chomsky debate and concluded ricula based on Verbal Behavior (1957) have that Skinner was inappropriately excluded been established for children with autism from the field of linguistics. Andresen as- and other developmental disabilities (e.g., serted that "writing Skinner into the record ABC School, Sacramento, California; F. S. changes the history of what we think our Keller School, New York, New York; Insti- discipline to be and thereby reconfigures the tute for Effective Education, San Diego, Cali- disciplinary boundaries" (1990, p. 155). fornia; STARS School/Behavior Analysts, Andresen was invited to the 1991 ABA con- THE POTENTIAL OF VERBAL BEHAVIOR 145 vention for the President's Invited Sympo- behavior is limited, and often there is no sium and provided further encouragement room for additional courses in established to those interested in advancing Skinner's degree programs (Michael, 1980). However, analysis of verbal behavior. Another ex- if students do not receive training on verbal ample of acceptance from outside the field behavior while in college, the probability is has come from the work of Moerk (1992), quite low that they will ever receive the who has also suggested that Skinner's analy- training that is necessary and sufficient to sis of verbal behavior has much to offer the understand and use the analysis. New be- field of linguistics. Moerk has attended sev- havior analysts must be given this training, eral ABA and ABA-affiliate conventions. because those who have had formal train- Future Directions for the Operant ing and have contributed to this area dur- Analysis of Verbal ing the past 41 years are becoming fewer Behavior each year. The advancements in these six areas seem The need to include verbal behavior in behav- to collectively suggest that Skinner's analy- ioral textbooks. Many of the current textbooks sis of verbal behavior is alive and well. How- on behavior modification and behavior ever, despite these advances, there remains analysis contain little or no mention of ver- an obvious neglect of verbal behavior in bal behavior. Those that do often fail to in- mainstream behavior analysis and behav- corporate the analysis into other sections of ioral language research. In addition, there the book, as if it is something aside from a is a marked absence of college instruction behavioral analysis that should only be con- on verbal behavior, and much of the current sidered separately. instructional material on behavior analysis The need to incorporate verbal behavior into in general does not include a treatment of applied and basic research. The analysis of ver- verbal behavior. These issues are discussed bal behavior is rarely used in the language in more detail below.