The present paper aims to show that mainstream cognitive and cognitive-behavioural theories are fundamentally flawed, and should be discarded in favour of a behavioural explanation of the relationship between cognition and behaviour. The essence of this behavioural explanation of cognitive control is the distinction between contingency-shaped and rule-governed behaviour. The former occurs when come quences are experienced directly, whereas the latter influences perceived consequences. Cognitive events, including thoughts, expectations, beliefs, and images, function as rules that encode relevant COD tingencies of reinforcement. In turn, rules serve as potent cognitive discriminative stimuli that profoundly influence current and future behaviour.For example, about half of the text of Skinner's (1969) book, Contingencies of reinforcement: A theoretical analysis, was concerned with subjective experience, and he lamented the fact that this aspect of human behaviour has not received sufficient atten-