Coercion is defined as the control of behaviour through (a) punishment or the threat of punishment, or (b) negative reinforcement — the removal of punishment. The question under discussion is whether coercion is an effective and a desirable basis for applied behaviour analysis, particularly in educational settings. Because coercive control has always been characteristic of society in general, the problem requires consideration of all facets of our culture. Behaviour analysts who use or recommend coercive techniques of therapy, behaviour modification, teaching, parenting, and so on, must be viewed in that context. In many areas of society, the practice of coercion has been refined and perfected to an extent that applied behaviour analysis has never approached. Applied behavioural research therefore contributes nothing new when it applies coercive methodology. Also, coercion produces side effects that may be even less desirable than the original problem behaviour. The occasional need to use coercion to deal with emergencies does not justify the advocacy of coercion as a principle of therapy. What basic and applied behaviour analysts can offer that is new and constructive are positive reinforcement techniques for teaching new behaviour and stimulus-control techniques for establishing cognitive repertoires.