The first part of this paper is devoted to a review and criticism of B.F. Skinner's identification of moral or ethical principles with positive negative reinforcers. The second part is devoted to defending the thesis that behaviorists as scientists are not morally neutral as F.H. Kanfer claims. This paper seeks to determine which set of moral criteria psychologists seek out for moral guidance in a morally pluralistic society, and responds, tentatively, by suggesting that a moral principle can be extracted from the realm of behavior modification itself -- that is, from Skinner's operant conditioning. (Author/CKJ)