Association for Behavior Analysis International

Generativity Theory, first proposed in the mid 1980s, has proved helpful in both understanding and predicting ongoing behavior even novel behavior in both familiar and novel environments, as well as in both static and changing environments. The theory is formal, which means that it can be expressed as a series of equations. Instantiated in a computer model, these equations, called transformation equations, can predict ongoing novel behavior moment-to-moment in time in both animals and humans. Generativity Theory asserts that novel behavior is the result of ongoing interconnections among previously established behaviors. The theory also asserts that simple behavioral processes, such as extinction and resurgence, which are typically studied separately, actually operate simultaneously on the probabilities of many different behaviors, resulting in an ongoing dynamic interaction among such behaviors. On the practical side, the theory suggests that the behavior people often call creative can be accelerated and directed, and, perforce, that people have enormous creative potential. Generativity research has led to the development of a technique (the frequency profile) for providing a graphical display of novel performances in individual subjects in real time, of competency tests that measure skill sets that are essential for creative expression, and of games and exercises that strengthen such competencies. Most recently, training based on principles derived from Generativity Theory has been used to boost creative expression and solve practical problems in the government of a small city in California.

In 1974, it occurred to us that if fingers could be taught to read Braille, they could be taught to detect breast lumps smaller than golf balls. For the next seven years, we conducted basic research that was a mixture of classical psychophysics and operant conditioning as we learned about the sensory system involved in pressure sensation and put that knowledge to use in building a more sensitive procedure for palpating breast tissue. In 1981, we formed the Mammatech Corporation for the purpose of disseminating the resulting technology with as little degradation as possible. The ensuing 25 years have taught us more than we really wanted to know about running a public company, interacting with large organizations like the American Cancer Society, and surviving in the hostile world of the medical marketplace. We have also learned that there is no substitute for precise measurement to maintain the integrity of any technology and that financial contingencies can be arranged to insure this outcome. Some highlights of this journey will be presented along with advice to budding behavioral entrepreneurs.