John B. Watson的妻子Mary后来因与学生罗莎莉·雷纳(Rosalie Rayner)的暧昧关系而寻求离婚。在巴尔的摩报纸的离婚诉讼中,沃森的婚外情已成为头版新闻。他的妻子玛丽·伊克斯·沃森(Mary Ickes Watson)搜查了雷纳的卧室。她发现了沃森写给雷纳的情书。[11] 1920年10月,约翰斯·霍普金斯大学要求沃森离开他的教职,因为有关这件事的宣传。[21]
他认为他的口号不是更多的婴儿,而是更好地抚养婴儿。沃森主张自然培育辩论的培育方面,声称世界将从熄灭怀孕20年中受益,同时收集到足够的数据以确保有效的育儿过程。进一步强调培养,沃森说没有什么是本能的;相反,通过与环境的互动,一切都建立在孩子身上。因此,父母承担完全的责任,因为他们选择了允许孩子发展的环境。[33] Laura E. Berk,“婴儿与儿童:产前中期童年”一书的作者,研究了沃森荣誉归宿的根源。 Berk说,Little Albert的实验激发了Watson对环境因素的强调。小阿尔伯特并没有害怕老鼠和白兔,直到他有条件这样做。从这个实验中,沃森得出结论,父母可以通过对所有刺激 - 反应关联的诡计控制来塑造孩子的行为和发展。[35]
沃森对儿童发展的重视正在成为一种新现象并影响了他的一些继承者,但在他面前的心理学家也深入研究了这一领域。 G. Stanley Hall因其1904年出版的“青春期”一书而闻名。 G. Stanley Hall的信念与行为主义者Watson不同,他们认为遗传和遗传预定因素决定了一个人的行为,特别是在童年时期。他最着名的概念,风暴和压力理论,规范了青少年倾向于采取相互冲突的情绪波动。[38]无论沃森的观点是否有争议,他们都引起了很多关注,并且在他那个时代被认为是有价值的。[模糊]
广告
由于学术同事E. B. Titchener提供的联系,Watson随后开始为美国广告公司J. Walter Thompson工作。他在广告界了解了广告业务的各个方面,包括在一家高档百货公司担任鞋业推销员。尽管开局不大,但在不到两年的时间里,沃森已经升任汤普森副总统。他的高管薪水加上各种成功广告活动的奖金,使他的收入比他的学业薪水高出许多倍。 Watson领导了许多备受瞩目的广告活动,特别是Ponds冷霜和其他个人护理产品。[13]此外,他在Maxwell House咖啡广告活动期间推广“喝咖啡休息时间”。在该工具失宠后(由于其与无效和危险的专利药物相关联),他被广泛但错误地认为重新引入了“推荐”广告。然而,在沃森进入广告之前,推荐广告已经使用多年。 Watson使用推荐书的一个例子是他为Pebeco牙膏开发的活动。这则广告中有一个穿着诱人的女人,只要他们使用Pebeco牙膏,就会诱使女性吸烟。牙膏不是一种有益于健康或卫生的手段,而是一种提高消费者性吸引力的方法。[12]他们不仅购买牙膏,还购买性感。沃森表示,他并没有做出原创性的贡献,而只是做广告中的正常做法。沃森于1936年停止为受欢迎的观众写作,并在65岁左右从广告中退休。[11]
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