Almost everyone who has taken an introductory psychology course in high school or college has heard of B.F. Skinner. Skinner is an important figure in Behaviorism, and developed a learning theory known as Operant Conditioning. Skinner claimed that the frequency of a given behavior is directly linked to whether it is rewarded or punished. If a behavior is rewarded, it is more likely to be repeated. If it is punished, it becomes suppressed. This deceptively simple and straight-forward theory may explain why EverQuest is so addictive.