Absolutely. It's utilized in many different ways. The first is identifying punishments and reinforcers that occur naturally. For example if you have a person who continues to let's say loose their temper and yell at others. You might identify the feeling of release and justification as an immediate reinforcer that makes the person feel good but then point our the negative reinforcement or punishment such as your spouse not speaking with you, being kick out of a restaurant etc. Behavioralists believe that we do everything we do because of conditioning and while that's a very black and white view on human behavior, undeniably we do respond to it. Simply put, you can modify a persons behavior through the basic principle of "we like stuff that feels good and avoid stuff that feels bad." You might even go so far as to have a person reward or punish themselves for a target behavior. For example snapping your wrist with a rubber band to stop cursing. Or taking oneself out for icecream for a successful week of eating healthy.