For changing behavior,Skinner believed punishment is

A) more effective than positive reinforcement.
B) as effective as negative reinforcement.
C) less effective than extinction.
D) often effective, but has undesirable side effects.

Extinction

In behavior psychology, the process where a conditioned response decreases in frequency and eventually disappears when the reinforcement is withdrawn.

Punishment

A consequence given in response to an action or behavior that is deemed unacceptable, with the intent to discourage such behavior in the future.