In this lecture from Yale's Everyday Parenting: The ABCs of Child Rearing, Dr. Alan Kazdin explains two complementary techniques built around one of parents' most powerful tools: attention. Attending involves deliberately giving positive attention to behaviors a parent wants to see more of, while planned ignoring withholds attention from certain minor unwanted behaviors so they are not inadvertently reinforced. Kazdin walks through how to apply each technique appropriately and why combining them tends to be more effective than using either alone. The lecture continues the course's sequence of evidence-based behavior-shaping tools, building on antecedents, shaping, modeling, and reinforcement techniques covered in earlier sessions.