The idea had been floated around for quite a while among therapists practicing a brand new, non-Freudian form of psychology known as Behavioral Therapy. The premise for this form of therapy goes back to Pavlov’s dog, which was trained to salivate whenever it heard a bell ringing. Behavioral Therapy used various systems of rewards and punishments — mostly punishments — to instill desired behavior in their subjects. And therapists were always on the lookout for new, effective forms of punishment. "
- full report at Box Turtle Bulletin