Big pharmaceutical companies paying doctors, doctors receiving kickbacks, and patients continually coming in for their medications. This is the classic: which came first, the chicken or the egg? Big pharma pushing drugs pushes people to come in and get more painkillers or people wanting painkillers pushes big pharma companies to push more drugs. How does behavioral theory fit into this equation? Behavior is the result of the stimulus-response relationship (i.e. every behavior, no matter how complex, can be reduced to a simple stimulus-response association). For those frequent travelers who come to take painkillers, their incentive is the fact that they need this drug. The answer is that these drugs are given after certain symptoms appear. It's exactly like when Pavlov rang the bell for the dogs, they soon received their food and started salivating. I propose that we stop ringing the bell for these drug addicts and give them medicine all the time. This will not be a quick process. It will require better education for everyone involved, including doctors and nurses. Just like in Pavlov's dogs, their behavior was also reversed when they finally received no food after ringing the bell. The same thing can be done for addicts looking to get a quick fix. This will be more involved in behavior modification at this point. Opponents of this theory, the Freuds of the world, will criticize behaviorism for not taking it into account