ABSTRACT
Behaviourism A school of PSYCHOLOGY founded by an American psychologist, J.B.WATSON, in 1913. Watson believed that the work of PAVLOV on CONDITIONING represented the future of psychology, which should deal solely with the objective study of human and animal behaviour and eschew ‘woolly’ concepts like mind and consciousness. Watson is now generally regarded as much too extreme and simple-minded, having been superseded by B.F.SKINNER and other theorists of Behaviourism. For cultural and historical reasons Behaviourism has continued to flourish more in the United States then elsewhere. Watson himself left academia to pursue a successful career in ADVERTISING with the J.Walter Thompson Company.
