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It is utterly false that peoples only allow themselves to be moved by considerations of self-interest , and it is entirely true that they are above all motivated by desire for , and ardent belief in , prestige . There 's no point in creating a freeze that people wo n't use . Indeed , it stems most fundamentally from the fact that peoples around the world share some of the same goals . It was directed in some ways and it was subtly nudged in ways that people hoped would produce desired results . As governor , Thompson was so popular that people called him " Governor for Life . Pavlov and Skinner presented their theories that peoples behavior was all purely dependent on their individual life experience , and that the proper role and function of psychology was to induce people to adhere to " proper " , " normal " behavior patterns by conditioning them with rewards and punishments . You find how particularly careful you have to be , because there are some proprietary things , especially in research and development , that people do n't like to spread around even today , but the odds are that even the knowledge of these things does n't help a company too much if they have n't aimed in that direction for a long time with their money , facilities and research . In a landmark 2002 Report to Congress , SAMHSA recognized that people with co-occurring disorders are the expectation , not the exception , in substance abuse and mental health treatment systems .