ABSTRACT
The history of psychology is littered with academics contesting the merits of their respective theories with which they seek to fully explain all facets of human behavior. One such academic, called J. B. Watson, proposed a scientific, objective psychology of behaviour called 'behaviourism'. The case of 'Little Peter' is widely recognised as the sequel to the Little Albert case study and gave Watson and Jones the chance to test the principles of reconditioning, which they did not implement with Albert. Albert was described as a normal child, well developed for his age with a phlegmatic character described as stolid and unemotional. He had been chosen by Watson and Rayner for the study because he was readily available for study and because being such a strong and stable character, they felt he would come to relatively little harm as a result of the study. Watson pioneered the use of classical conditioning techniques in advertsing campaigns.
