Chapter 13 The Behavioral/Social Learning Approach: Theory and Application. Behaviorism. John B. Watson (1878-1958). Watson was a fighter and a builder. In college, he was unsociable and uninterested in his studies.
Unconditioned response (UCR)
Conditioned stimulus (CS)
Conditioned response (CR)
Behavior potential (BP) = Expectancy (E) X Reinforcement Value (RV)
If either the expectancy or the reinforcement value is zero, then the behavior potential will be zero.
(Beliefs, thoughts, expectations)