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John Watson

...... After his Little Albert study, he studied other children to see if he could change their fear responses, and he managed to change their behavior in many situations. After his experiments he wrote, "Fear responses to cotton, the fur coat, and feathers were entirely gone. He looked at them and handled them and then turned to other things. He would even pick up the fur rug and bring it to the experimenter" (Bentley et al., 1928, p. 65). Watson believed that adults could be "reprogrammed" too, but that it was much harder, because they had spent years learning their behaviors, so they were much harder to undo
Watson was also controversial because he felt love was a negative emotion that led people to make poor choices, and he thought parents should not show their children love. Another writer notes, "Watson warned parents about the dangers of coddling and spoiling, insisting that 'too much mother love' was ruining the temperaments of modern children. Assumptions about gender underscored much of the work of Watson and others, so much so that they rarely felt the need to spell these assumptions out explicitly" (Grant, 2004). In fact, his biographer maintains that Watson had