PSYC FPX 4101 Assessment 2 Behaviorism’s Evolution and Impact

PSYC FPX 4101 Assessment 2 Behaviorism’s Evolution and Impact

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Name

Capella University

PSYC-FPX4101 History, Systems, and Contemporary Psychology

Prof. Name

Date

The Development and Influence of Behaviorism

Introduction

The theory of behaviorism is grounded in the idea that all human and animal behaviors are learned through interaction with the environment and conditioning processes (Krapfl, 2016, as cited in Cherry, 2022). Behaviorism stands apart from other psychological schools of thought because it emphasizes observable and measurable actions rather than unobservable mental states or introspective reports (Abramson, 2013, as cited in Cherry, 2023). This paper explores the origins and evolution of behaviorism, its foundational influences, and the key figures who shaped its development. It also examines the cultural factors influencing behaviorism, its relevance in modern psychology, and its practical applications in marketing and consumer behavior.

Leading Up to Behaviorism

John B. Watson is widely recognized as the founder of behaviorism (McLeod, 2024). His approach fundamentally transformed psychology during the early twentieth century. Although some of his ideas may appear extreme from a modern perspective, Watson’s emphasis on observable behavior remains influential in scientific and applied psychology today.

During Watson’s early academic years, structuralism and functionalism dominated psychology. Both schools relied heavily on introspection—an individual’s subjective reflection on their own mental state. Watson rejected this approach as unreliable and unscientific, arguing that psychology should focus on observable and measurable phenomena. This shift aligned with the broader scientific trend of the early 1900s, emphasizing objectivity and empirical evidence over subjective interpretation.

Cherry (2022) notes that between the 1900s and 1950s, behaviorism became the dominant psychological paradigm. Psychologists during this period sought to make psychology a measurable, objective science capable of producing reproducible results. They focused on defining clear behavioral concepts that could be tested empirically and applied to improve individual and societal functioning.

Schools of Thought That Influenced Behaviorism

Psychoanalysis and Classical Conditioning

Watson’s early work drew inspiration from both Sigmund Freud and Ivan Pavlov (McLeod, 2024). While Freud’s psychoanalysis emphasized early childhood experiences as key determinants of adult behavior, Watson eventually rejected Freud’s theories because of their reliance on the unobservable unconscious mind. This rejection encouraged Watson to develop an empirically grounded approach to psychology.

Ivan Pavlov’s research on classical conditioning had a profound impact on Watson’s development of behaviorism. Pavlov demonstrated that dogs could be trained to associate a neutral stimulus with food, leading to conditioned salivation (Cherry, 2023). Watson extended these principles to humans, suggesting that emotional and behavioral responses could also be conditioned. His controversial “Little Albert Experiment” illustrated this process—by pairing a loud noise with a white rat, Watson conditioned a child to fear the rat, demonstrating how fear responses can be learned (McLeod, 2024).

From Methodological to Radical Behaviorism

Watson’s methodological behaviorism asserted that only observable behaviors—not mental states—should be studied scientifically (Cherry, 2022). Later, B. F. Skinner expanded on this by developing radical behaviorism, which explored how environmental reinforcements influence future actions. Skinner emphasized that behavior results from interactions between individuals and their environments through reinforcement and punishment (Moore, 2013, as cited in Cherry, 2022). This framework laid the foundation for operant conditioning, which remains central to behavioral psychology and therapy today.

Cultural Influences on Behaviorism

The Importance of Cultural Awareness

Modern behaviorism has evolved to include cultural awareness as a critical factor in understanding behavior. Fong et al. (2016) highlight the necessity for behavior analysts to integrate cultural competence into practice. They argue that behaviors viewed as problematic in one culture may be acceptable or even valued in another.

Culturally aware behaviorists recognize that reinforcement and punishment are influenced by social, familial, and societal norms. Skinner (1953, as cited in Fong et al., 2016) described culture as a system of environmental variables arranged by people that shape behavior through reinforcement contingencies. Thus, cultural context must be considered when analyzing or modifying behavior.

Global Perspectives and Cross-Cultural Psychology

Historically, psychology primarily focused on Western populations, which limited the generalizability of research findings (Smith & Bond, 2019). Dutch psychologist Geert Hofstede proposed viewing nations as unique entities defined by their cultural dimensions, such as individualism versus collectivism (Hofstede, 1980, as cited in Smith & Bond, 2019). Similarly, Harry Triandis (1995, as cited in Smith & Bond, 2019) emphasized that culture should be analyzed through “cultural syndromes,” which are sets of interrelated beliefs, values, and norms.

These ideas led to the establishment of cross-cultural psychology as a specialized branch of the field. Cherry (2023) notes that the International Association of Cross-Cultural Psychology (IACCP), founded in 1976, seeks to promote research that reflects cultural diversity. By doing so, modern psychology aims to develop theories applicable across global populations, reducing Western bias in behavioral research.

Behaviorism in Marketing

Following his resignation from Johns Hopkins University, John B. Watson transitioned into advertising, where he applied behavioral principles to marketing (McLeod, 2024). At the J. Walter Thompson Agency, Watson studied consumer preferences, brand perception, and advertising strategies. His work laid the foundation for modern consumer behavior analysis and the integration of psychology into business practices.

A practical example of classical conditioning in marketing can be seen in a Diet Pepsi commercial analyzed by Wells (2014). The advertisement paired images of a slim female figure—a culturally desirable symbol—with a can of Diet Pepsi, accompanied by a catchy jingle. Over time, repeated exposure led viewers to associate the product with attractiveness and desirability.

Modern marketing continues to employ behaviorist principles through consumer psychology, which studies how people’s beliefs, attitudes, and emotions influence their purchasing decisions (Cherry, 2023). Table 3 below summarizes behaviorism’s key applications in marketing.

Conclusion

Although behaviorism no longer occupies the central position in psychology that it once did, its influence remains significant across multiple domains. According to Cherry (2022), behaviorism continues to underpin many modern therapeutic approaches, such as applied behavior analysis (ABA), systematic desensitization, and contingency management. Techniques like behavior chaining are widely used to teach new skills, especially for individuals with developmental disorders.

Furthermore, behaviorism’s integration with cultural awareness and cross-cultural psychology has expanded its relevance in a globalized world. The continued evolution of behaviorist concepts in marketing, therapy, and education underscores its adaptability and foundational role in understanding human and social behavior. As psychology advances, behaviorism’s legacy will persist as both a methodological foundation and a practical framework for analyzing and influencing behavior.

References

Cherry, K. (2022, November 7). Why behaviorism is one of psychology’s most fascinating branches. Verywell Mind. https://www.verywellmind.com/behavioral-psychology-4157183

Cherry, K. (2023a, September 28). Why Ivan Pavlov was so influential in the field of psychology. Verywell Mind. https://www.verywellmind.com/ivan-pavlov-biography-1849-1936-2795548

Cherry, K. (2023b, November 20). Consumer psychology and behavior. Verywell Mind. https://www.verywellmind.com/what-is-consumerpsychology-2794899

PSYC FPX 4101 Assessment 2 Behaviorism’s Evolution and Impact

Cherry, K. (2023c, December 17). Psychology explains how cultural differences influence human behavior. Verywell Mind. https://www.verywellmind.com/what-is-cross-cultural-psychology-2794903

Fong, E. H., Catagnus, R. M., Brodhead, M. T., Quigley, S., & Field, S. (2016, February 4). Developing the cultural awareness skills of behavior analysts. Behavior Analysis in Practice. https://pmc.ncbi.nlm.nih.gov/articles/PMC4788642/

McLeod, S. (2024, September 3). John B. Watson: Contribution to psychology. Simply Psychology. https://www.simplypsychology.org/john-bwatson.html

Smith, P. B., & Bond, M. H. (2019, November 29). Cultures and persons: Characterizing national and other types of cultural difference. Frontiers in Psychology. https://pmc.ncbi.nlm.nih.gov/articles/PMC6901915/

Wells, V. K. (2014). Behavioral psychology, marketing, and consumer behavior: A literature review and future research agenda. EBSCOhost.

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