I don t want to get too technical, but there is a major problem-solving difference between the two primary opposing theories of change. Broadly speaking, these two approaches are behaviorism and cognitivism. Behavior modification works fine for things like animal training or in situations where you can control all the variables. But with thinking, feeling and emotional human beings, it takes more than simple behavior modification to create long-term change. This kind of life changing transformation takes cognitive modification.
Cognitive psychology studies the higher mental processes of humans.
These include memory, perception, intelligence, creativity, language and decision-making. Behaviorism is strictly focused on shaping physical behavior with no attention whatsoever given to the thinking behind the behavior. Behaviorists, by nature, are very concrete thinkers. They couldn't care less about what you're thinking. Behaviorists have no interest in the intangible and invisible workings of the mind.