The authors are well-connected in behavior analysis. Greg Medden was Editor-in-Chief of the two volume APA Handbook of Behvaior Analysis, which outsold all other APA Handbooks in its first year, and is Editor-in-Chief of  Journal of the Experimental Analysis of Behavior. The text will therefore have name appeal to the target market. In addition, the majority of established texts are becoming dated and the authors do not plan new editions, so the timing is excellent. The Editors teach around 600 students per year who will use the book, and reviewer John Borreo added 400 more. The total market size is estimated at 10,000 students per yeear, of which we can expect to capture a significant share given the lack of credible, up-to-date competition. Behavior Analysis is a form of behaviorist psychology that uses learning principals to understand and influence behavior. It therefore focuses not on individual cognitions but on behaviors themselves, their antecedents and consequences. In pracatice, behavior analysis has widespread application in mental health treatment (especially helping people with autism spectrum disorders and informing contextual behavioral science) and in school and workplace settings. This major new text for the field is pspecifically designe for undergraduate courses in behavior analysis. It follows the basic structure of existing texts (foudded on the core materials set out by the BACB so professors dont need to undertake a major course overhaul to adopt it, but at the same time it offers a fresh persepective that is specifically designed to inspire students to learn more about the subject. In particular, it explores the relevance of behavior analysis to students' every day lives, (for example in the design of videogames and helping babies to sleep through the night) and the range of possible careers in beahvior anlysis, with case studies of individuals who have taken this path sucessfully.