According to theories of classical conditioning and images, an image of the goal for an instrumentally conditioned response occurs by way of classically conditioned associations between the stimuli of the learning situation and the stimuli produced by the instrumentally conditioned response and between these response-produced stimuli and the goal. Also, the animal is viewed as behaving in order to change the vividness of the image of the reinforcer, associated with a change in the “reinforcing effect” of the image of the reinforcer, and does so by producing successively closer approximations to the stimuli produced by the instrumentally conditioned response via a feedback process, this response thereby eventuating. Image approaches to some instrumental conditioning results and some theories of instrumental conditioning are also discussed.