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The assumption that the acquisition of new behavior, as well as its development and maintenance, can be fully explained through stimulus-response based principles of learning. Behavior theory aims to describe the environmental influences on behavior, mostly deploying research designs based in laboratory settings that employ control groups.
John B. Watson presented methodological behaviorism in a 1924 publication, rejecting introspective methods and seeking to understand behavior only through the measurement of observable behaviors and occurrences.
Frequently employed behavior theories are the Health Belief Model, Social Cognitive Theory, the Transtheoretical Model/Stages of Change, and the Theory of Planned Behavior.