Ebbinghaus said this because psychology’s questions go back to the ancients

Watson studied noddy and sooty terns on the Dry Tortugas Islands 75 miles West of Key West.

• Watson studied noddy and sooty terns on the Dry Tortugas Islands 75 miles West of Key West.

• Parent birds signal to their young when returning to the nest – young gulls peck the parent’s bill to get fed.
• Nesting birds accept fake painted wooden eggs.
• Birds can return from locations miles away in all directions.
• He observed imprinting on him- self in 3 day old sooty terns, anticipating Lorenz.

Watson left U. of Chicago reluctantly when offered the chair of psychology at Johns Hopkins.

• Watson left U. of Chicago reluctantly when offered the chair of psychology at Johns Hopkins.

• The Dept head, Baldwin, was caught in a scandal involving prostitution and fled to Mexico.

• Watson was left with no supervision and took over as editor of the Psychological Review, where he published his own work.

• He became increasingly convinced that psychology should become the science of behavior – he published his behaviorist manifesto in 1913.

With “Psychology as the Behaviorist Views It,” Watson intended to force psychologists to choose between his approach and older psychology.

• With “Psychology as the Behaviorist Views It,” Watson intended to force psychologists to choose between his approach and older psychology.

• Psychology had failed to develop as a science.
• Concentration on structure or function of an undefinable consciousness was the cause.
• Introspection was a faulty and defective method which must be replaced with objective experimental methods.
• Psychology is no longer the study of the mind but of behavior – its goal is to observe, predict & control it.

Other psychologists shared his dissatisfaction with structuralist and functionalist approaches.

• Other psychologists shared his dissatisfaction with structuralist and functionalist approaches.

• Knight Dunlap had published “The case against introspection” in Psychological Review one year earlier.
• Watson’s personality was more dynamic than earlier critics who had made similar proposals earlier.

• Titchener defended introspective studies, calling Watson too impatient and his Behaviorism crude.

• This may have stimulated support for Behaviorism.

Yerkes published a paper presenting Pavlov’s work to American psychologists.

• Yerkes published a paper presenting Pavlov’s work to American psychologists.

• Karl Lashley worked with Watson on comparative studies.

• In 1913, to explain how thought could be observed, Watson defined thinking as subvocal speech (a behavior) involving recordable muscle contractions.

• In his APA address, he suggested a new method for studying conditioned reflexes.

At Phipps Psychiatric Clinic in Baltimore, Watson began studying reflexes and emotions in infants.

• At Phipps Psychiatric Clinic in Baltimore, Watson began studying reflexes and emotions in infants.

• He identified reflexes such as sneezing, hiccuping, yawning, coughing, grasping, swallowing and sucking.
• He identified emotions of fear, rage and love, evoked by a restricted set of stimuli and characterized by specific responses in a reliable and predictable way.

• Many stimuli said to evoke fear reactions were ineffective (no fear of dark, snakes, rats, dogs).

• He suggested that fears arise through conditioning.

Watson and coworker Rosalie Rayner selected Albert B. because of his stolid (calm) temperament.

• Watson and coworker Rosalie Rayner selected Albert B. because of his stolid (calm) temperament.

• They conditioned a strong fear response by striking a metal bar behind his head while he played with a rat.
• 5 days later, he generalized his fear response to a rabbit, dog, cotton, and a sealskin coat.
• He was removed prematurely from the expt.

• A number of researchers tried to replicate these findings without success – details were distorted.

• Watson used his findings to attack Freud.

Watson had an affair with Rosalie Rayner, writing her love letters. His wife found these, then her brother used them to blackmail Watson & Rayner.

• Watson had an affair with Rosalie Rayner, writing her love letters. His wife found these, then her brother used them to blackmail Watson & Rayner.

• When they refused, the brother gave the letters to the president of Johns Hopkins, which demanded Watson’s resignation.
• The publicity made it impossible for Watson to find another position in academia.
• Watson married Rayner after a public divorce trial.

• Watson joined the J. Walter Thompson ad agency.

Starting in the field, Watson acquired an appreciation for consumer behavior.

• Starting in the field, Watson acquired an appreciation for consumer behavior.

• He became an adept ad man:

• He was the first to use careful demographic surveys of target populations of consumers, with free samples for filling in questionnaires.
• He stressed style over substance and used testimonials.
• He tried to manipulate consumer motives and emotions.
• He popularized the “coffee break.”
• He used radio effectively.