Abstract
Background: the main purpose of this study is to offer an alternative explanatory account of the functioning of cognitive techniques that is based on the principles of associative learning and highlights their verbal nature. The traditional accounts are questioned and analyzed in the light of the situation of psychology in the 1970s. Method: conceptual analysis is employed to revise the concepts of language, cognition and behavior. Several operant- and Pavlovian-based approaches to these phenomena are presented, while particular emphasis is given to Mowrer’s (1954) approach and Ryle (1949) and Wittgenstein’s (1953) philosophical contributions to the field. Conclusions: several logical problems are found in regard to the theoretical foundations of cognitive techniques. A combination of both operant and Pavlovian paradigms based on the above-mentioned approaches is offered as an alternative explanatory account of cognitive techniques. This new approach could overcome the conceptual fragilities of the cognitive standpoint and its dependence upon constructs of dubious logical and scientific validity.
