Selection by Consequences, B.F. Skinner
In summary, then, human behaviour is the joint product of (i) the contingencies of survival responsible for the natural selection of the species and (ii) the contingencies of reinforcement responsible for the repertoires acquired by its members, including (iii) the special contingencies maintained by an evolved social environment. Ultimately, of course, it is all a matter of natural selection, since operant conditioning is an evolved process, of which cultural practices are special applications.
Each of the three levels of variation and selection has its own discipline—the first, biology; the second, psychology; and the third, anthropology. Only the second, operant conditioning, occurs at a speed at which it can be observed from moment to moment. Biologists and anthropologists study the processes through which variations arise and are selected, but they merely reconstruct the evolution of a species or culture. Operant conditioning is selection in progress. It resembles a hundred million years of natural selection or a thousand years of the evolution of a culture compressed into a very short period of time.