In data collection one of the most critical distinctions practitioners must make is between behavior and attitude. By maintaining a strict focus on observable behavior, it ensure that data collected is objective, reliable and actionable. This approach aligns with the core principles of behavior analysis which emphasize measuring what can be directly observed to understand and influence change effectively.

Both diagrams represent the same internal process. The difference shown here is the presence or absence of noticing sensations and feelings as the experience unfolds.