Decisions about techniques for modifying human behavior are usually made either wholly within the sphere of specific training techniques or within the sphere of non-training techniques (i.e., Madison Avenue, change agent, or market research strategies), rather than considering both modes as possibilities. In this paper, specific techniques from both modes are presented, along with a frame of reference incorporating many of the conditions necessary for changes in human behavior, so that planners can select optimal strategies to induce change. (RH)