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Attempts to influence the thoughts and actions of others are no doubt as old as time, but manipulation did not become a science until the early twentieth century, when Ivan Pavlov, a Russian professor of psychology,published his research on conditioned (learned) reflexes. Pavlov found that by ringing a bell when he fed a dog, he could condition the dog to drool at the sound of the bell even when no food was presented. An American psychologist, John Watson, was impressed with Pavlov’s findings and applied them to human behavior. In Watson’s most famous experiment, he let a baby touch a laboratory rat. At first, the baby was unafraid. But then Watson hit a hammer against metal whenever the baby reached out to touch the rat, and the baby became frightened and cried. In time, the baby cried not only at the sight of the rat but also at the sight of anything furry, such as a stuffed animal. Watson’s work earned him the title father of behaviorism. Less well known is Watson’s application of behaviorist principles to advertising. He spent the latter part of his career working for advertising agencies and soon recognized that the most effective appeal to consumers.

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attempts to influence the thoughts and actions of others are no doubt as old as time but manipulation did not became are science until the early twentieth century when ivan pavlov a russian professor of psychology,published his research on conditioned reflexes pavlov found that by ringing a bell with he fed a dog he could condition the dog to drool at the sound of the bell even when no food was presented an american psychologist john watson was impressed with pavlov’s findings and applied them to human behavior in watson’s most famous experiment he let a baby touch a laboratory rat at first the baby was unafraid but then watson hit a hammer against metal whenever the baby reached out to touch the rat and the baby became frightened and cried in time the baby cried not only at the sight of the rat but at the sight of anything furry such as a stuffed animal watson’s work earned him the title father of behaviorism less well known is watson’s application of behaviorist are principles to advertising he spent the latter part of his career working for advertising agencies and soon recognized that the most effective appeal to consumers