behaviour, behavioural, behaviourism

In such words as behaviour, Canadians generally prefer the British ending -our to the American variant -or.

• Market research provides statistics on consumer behaviour.

However, the u may be retained or dropped in the following terms derived from behaviour: behavio(u)ral, behavio(u)rism and behavio(u)rist.

• Professor Martin discussed the differences between psychoanalytical and behavioural (or behavioral) analyses.
• The study of behaviourism (or behaviorism) focusses on observable behaviours.
• B.F. Skinner, the behaviourist (or behaviorist), was known for measuring rates of response.