REVISTA MEXICANA DE ANLISIS DE LA CONDUCTA

MEXICAN JOURNAL OF BEHAVIOR ANALYSIS

2013
NMERO 2 (SEPTIEMBRE)
VOL. 39, 99-118 NUMBER 2 (SEPTEMBER)

JOHN B. WATSONS 1913 BEHAVIORIST MANIFESTO:

SETTING THE STAGE FOR BEHAVIORISMS SOCIAL ACTION LEGACY
EL MANIFIESTO CONDUCTISTA DE 1913 DE JOHN B. WATSON:
PREPARANDO EL ESCENARIO PARA EL LEGADO DEL
CONDUCTISMO EN LA ACCIN SOCIAL
RICHARD F. RAKOS
CLEVELAND STATE UNIVERSITY
Abstract
John B. Watsons 1913 article Psychology as the Behaviorist Views It is widely known
as the behaviorist manifesto that initiated behaviorism as a discipline and academic
field of study. While the intent of the paper was to present behaviorism as psychologys
path to becoming a natural science, Watson also insisted that empirical data and principles generated by such a natural science must be applied to solving human and social
problems if the science was to have substantial meaning and validity. He suggested
several areas of social interest (education, medicine, law, business) that were ripe for an
application of behavioral principles. In subsequent writings over the next decade, Watson expanded his focus on social problems and their behavioral remedies, culminating
in his 1924 book Behaviorism, which aggressively confronted the eugenic fervor
sweeping the United States during the first quarter of the century by espousing an extreme and at times polemical environmentalism. Watsons environmentalism and advocacy of social interventions reflected his comfort with the Progressive ideology of the
time a heritage that embodied Skinners work and the rise of operant interventions
in the 1960s, and now is found in the work of the many contemporary behavior analysts who are applying scientific principles to increasingly complex social problems.
Keywords: John B. Watson, application of behavioral principles, social action,
environmentalism, eugenics

Richard F. Rakos, Cleveland State University

The author can be contacted via email at [email protected]

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Resumen
El artculo de Watson de 1913 La psicologa desde el punto de vista del conductista
es ampliamente conocido como el manifiesto conductista que dio inicio al conductismo como una disciplina y como un campo de estudio acadmico. Si bien el
propsito del artculo era presentar al conductismo como el camino para que la psicologa se convirtiera en una ciencia natural, Watson tambin insisti en que los
datos empricos y los principios generados por dicha ciencia natural deban aplicarse
en la solucin de problemas sociales en humanos para que la ciencia tuviera un
significado sustancial y validez. Sugiri varias reas de inters social (educacin,
medicina, leyes, negocios) que estaban listas para la aplicacin de los principios
conductuales. En escritos subsecuentes a travs de la siguiente dcada, Watson expandi su enfoque sobre los problemas sociales y sus remedios conductuales, lo que
culmin en su libro Conductismo de 1924, que confront agresivamente el fervor
eugenista que se propag en los Estados Unidos durante el primer cuarto del siglo, al
adoptar un ambientalismo extremo y en ocasiones polmico. El ambientalismo de
Watson y su apoyo a las intervenciones sociales reflejaron su acuerdo con la ideologa progresiva de aquel tiempo una herencia que fue personificada por el trabajo
de Skinner y el surgimiento de las intervenciones operantes en la dcada de 1960 y
ahora se encuentra en el trabajo de muchos analistas de la conducta contemporneos, quienes estn aplicando los principios cientficos a un nmero creciente de
problemas sociales complejos.
Palabras clave: John B. Watson, aplicacin de principios conductuales, accin
social, ambientalismo, eugenesia
Watsons 1913 Behaviorist Manifesto viewed psychology as a natural science
with the goal of prediction and control of behavior, an appreciation of environment
as a determinant of behavior, and the great potential to improve society through application of empirically-derived principles of behavior (Logue, 1994). His balanced
view of the nature-nurture issue emphasized learning habit formation in Watsons
construct as a key mechanism for understanding the impact of the environment on
behavior and thereby improve prediction and control of behavior. But beyond promoting the concept of learning to the psychological research community, Watson
argued that one could and should apply scientifically validated behavioral principles to a wide range of pressing social needs and problems (Hart & Kritsonis, 2006;
Mills, 1999). His linking of the goal of prediction and control with practical application to human affairs suggests that his reason to learn general and particular methods
by which I may control behavior (Watson, 1913, p. 168) was to promote social
change that improved society and make life better for its citizens (Salzinger, 1994;
Samelson, 1981). Though the 1913 manifesto itself had only a very small impact on
the scientific community, both immediate and long term, as measured by citations

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and rebuttals (Leahey, 1992; Samelson, 1981; Todd, 1994),1 it was the first behavioral
foray into spirited intellectual conflict with other approaches to understanding behavior
and the first to argue that empirically derived principles must be applied for the betterment of society. As one biographer observed, his fight to make psychology an agent
of social engineering had begun in earnest in 1913 (Buckley, 1989, p. 111). Therefore,
despite the 1913 articles limited impact, Hart & Kritsonis (2006) credit it with sparking the flame that has now blazed as the field of Applied Psychology (p. 6).
Watsons manifesto flatly contended that psychology must develop and promote
practical principles that could remediate individual and social problems, a position in
stark contrast to the psychology of the early 20th century that emphasized an internal
focus on consciousness and introspection: One of the earliest conditions which
made me dissatisfied with psychology was the feeling that there was no realm of application for the principles which were being worked out in content terms (1913, p.
169). Further, Watson charged the pure psychologist who is uninterested in potential applicability with fail(ing) to understand the scientific aim in such problems and
in being not interested in a psychology which concerns itself with human life (1913,
p. 170). He predicted the data generated by a scientific psychology (that) plays a
practical part indaily routine would be especially welcomed by the educator,
physician, jurist, and business man who could utilize (behavioral psychologys) data
in a practical way (1913, p. 168).
Watsons suggestion that the legal system, at least, would be a willing consumer of
data-based psychology was on a solid foundation. Only a few years earlier, Louis D.
Brandeis won a case upholding a state law that capped the number of hours women
could work per day. In an analysis that became known as the Brandeis brief, he
presented primarily sociological, psychological, medical, and statistical data related
to the harm caused by excessive work instead of only the typical legal analysis and
opinion (Johnson, 2012). The success of Brandeis argument legitimized the courts
use of data to accompany legal analysis and changed how plaintiffs as well as defendants argued their positions (Johnson, 2012). It is not surprising, then, that one of the
very few endorsements of Watsons manifesto came from Weidensall (1913), who saw
the behavioral approach as superior to introspection for working with the problem of
crime and delinquency: behaviorism may seem a bit radical but it in truth contains
the outline of the kind of psychology we shall find most useful (p. 232). Today, of
course, experimental data generated by vigorous psychological research has confirmed Watsons (1913) prediction that the practice of law (Skeem, Douglas, & Lilienfeld, 2009), medicine (Suls, Karina, & Kaplan, 2010), education (Heward et al., 2005),
and business (Daniels & Daniels, 1999) were fertile grounds for research on and application of behavioral principles.
1
Watson originally delivered a version of the manifesto, with the same title, on February 24, 1913 at the
meeting of the New York Branch of the American Psychological Association; it too prompted little reaction
either in support or opposition (Benjamin, 1981).

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Watsons (1913) focus on generalizing laboratory-derived principles to improving

daily life and solving social ills initiated the behavioral tradition of ideologically progressive social analysis, philosophy, and intervention (Mills, 1999). While his 1913
manifesto made him a symbol of the ideal of scientific inquiry to some (Bakan, 1960;
Mills, 1999), his later works shifted from scientific analyses to suggestions for social
and cultural change, many of which were provocative and not based on existing science, such as his child rearing proposals that parents should restrain displays of affection (cf. Skinner, 1959) or that children should be rotated every three weeks
among different pairs of adults to avoid dependency (cf. Logue, 1994). Watson also
saw women in a highly sexist manner and proposed a utopia that achieved efficiency
but within a markedly authoritarian and tightly controlled society that socialized
children to conform and retrained persons who deviated from expected behavior (cf.,
Buckley, 1989).2 Watsons evolution to promoter of unconventional social practices
was accompanied by a hyperbolic style that at times eclipsed his substance. However, Skinner admitted (1995) that he liked the campaigning style of Watsons 1924
book Behaviorism as it stridently advanced the primacy of the environment in the
determination of complex human behavior while relegating heredity to a distinctly
secondary role.
Skinners admiration of Watsons campaigning style makes it unsurprising that
even some behaviorists see the two pioneers as similarly over-enthusiastic proponents
of behavioral societies, who make extreme, polemical statements that undermine
the credibility of behaviorism (e.g., Logue, 1994, p. 121). We will never know if, had
Watson never made his more outrageous statements, behaviorism would still have lost
popularity (Logue, 1994, p. 122). Logue labels Watsons (1924) infamous dozen
healthy infants statement a crowning example of Watsons contributions in this
[outrageous and controversial] direction (p. 118), especially when the second, qualifying sentence is typically omitted (cf., Todd, 1994) when discussing the quote:
Give me a dozen healthy infants, well-formed, and my own specified world to
bring them up in and Ill guarantee to take any one at random and train him to
become any type of specialist I might select doctor, lawyer, artist, merchantchief, and yes, even beggar-man and thief, regardless of his talents, penchants,
tendencies, abilities, vocations, and race of his ancestors. I am going beyond my
facts and I admit it, but so have the advocates of the contrary and they have been
doing it for many thousands of years. (Watson, 1924, p. 82; 1930, p. 104)
However, Logue (1994) noted that before the dozen healthy infants polemic,
Watson made many earlier, informed, balanced statements regarding the nature2
Watsons social engineering designs should be evaluated within the social and cultural context of the
times. For example, women as homemakers regained popularity after women attained suffrage in 1920 (Buckley, 1989). And like Watson, Skinners (1948) behavioral utopia also received harsh criticisms dismissing it
as a totalitarian dystopia (cf., Rakos, 1992).

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nurture issue (p. 120). Indeed, Skinner (1959) pointed out that Psychology from the
Standpoint of a Behaviorist (1919), which he considered to be Watsons most important book, contained two chapters on heredity unlearned behavior emotions
and unlearned behavior instincts. Watson stated here that human action as a
whole can be divided into hereditary modes of response (emotional and instinctive),
and acquired modes of response (habits) (1919, p. 224, emphasis in original), and
further, that there is no sharp line of separation between emotion and instinct. Both
are hereditary modes of action (1919, p. 262). Thus, throughout the second decade
of the 20th century, Watson argued that behavior was a function of environmental
circumstances as well as of hereditary factors; he advocated for environment-as-cause
of behavior at a time when nature was often the dominant explanation for why
people behaved as they did (cf., Kamin, 1974), introducing nurture as a second significant source of behavior. Watson (1913, 1919) was an unapologetic environmentalist, but at the beginning he was not an extreme environmentalist (cf. Todd, 1994).

Watsons adoption of extreme environmentalism

Watson did shift to an extreme environmentalist position in 1924 in Behaviorism,
where he contended that the data made the concept of instinct unnecessary (because
humans are born with only a set of simple instincts) and narrowed the concept of
emotion to only three responses: fear, rage, and love. And while he acknowledged
that physical characteristics are strongly inherited, he flatly dismissed the possibility
that mental traits are similarly determined by genetics; the inheritance of both talent
and criminality constituted
the older idea, the idea which grew up before we knew as much about what early
shaping throughout infant life will do as we now knowthe behaviorist recognizes no such things as mental traits, dispositions or tendencies. Hence, to him,
there is no sense to the question of the inheritance of talent as the question is ordinarily used. (Watson, 1924, p. 77-78; and similar in 1930, p. 98)
This is because our hereditary structure lies ready to be shaped in a thousand different ways the same structure mind you depending on the way in which the
child is brought up (Watson, 1924, p. 77; and similar in 1930, p. 97). Even Skinner
(1959) saw in Watson an extreme environmentalism embedded in an admirable but
probably excessively crusading spirit (p. 198).
Thus, the very important but still balanced environmental contribution to behavior
evident in Watsons 1913 manifesto grew over the next 10 years to overwhelm the
influence of genetic factors to such an extent that Watson was now considered to be
extreme in his advocacy of environmental determinism even by ardent environmental determinists such as Skinner! But he would not espouse the position he is now
known for that most human behavior is acquired until approximately 1924

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(Todd, 1994, p. 99). This raises the question: Why 1924? And is there a relation between Watsons evolution to extreme environmentalism and his intensifying social
action pronouncements?
Todd (1994) noted that after Watson lost his academic post at Johns Hopkins, he
abandoned scientific restraint in favor of significantly increased stridency and extremism, such that there were two Watsons a pre-1920, academic Watson and a post1920, postacademic Watson (p. 167). Logue (1994) argued that Watsons shift from
an even-handed consideration of heredity and environment to a position of bombast
and extreme environmentalism was motivated by the need to make money and the
desire to stay in the limelight after he left academia. While both these motivations
were present (Buckley, 1989; Cohen, 1979), it is still possible that Watsons adoption
of the extreme environmentalism first described in his 1924 book was influenced not
only by personal gain but also by his passion for scientifically driven social change.
This more charitable hypothesis is strengthened by the correlation between Watsons
growing environmentalism and the increasing stridency, activity, and impact of the
eugenics movement in America (Kevles, 1985), which argued that (a) heredity was the
key determinant of behavior with the environment largely unimportant and, therefore,
(b) government policies must ensure that Americas superior genetic stock is maintained by preventing reproduction of persons with inferior genes, who can now be
reliably identified by scientific intelligence tests. Watsons extreme environmentalism
is the foundation for his response to the eugenic advocacy of discriminatory social
engineering under the guise of science. It is clear that Watson was aware of this
controversial societal context:
But you say: Is there nothing in heredity is there nothing in eugenics
has there been no progress in human evolution. Let us examine a few of the questions you are now bursting to utter(racial) differences are relatively slightthere
will be differences in behavior but the burden of proof is upon the individual be
he biologist or eugenicist who claims these racial differences are greater than individual differences. (1924, p. 76)
A few years later, in 1930 he observed that eugenics and enhancement of human
evolution excite so many people almost to the point of combat (Watson, 1930, p.
96),3 including the leaders of American psychology (Kamin, 1974). In this struggle,
Watson asked whether the behaviorist has an ax to grindby being so emphatic?
Yes, he has he would like to see the presuppositions and assumptions that are
blocking us in our effortsremoved because then, and only then, can we build up a
real psychology of mankind (1924, p. 83). It is likely that the eugenics combat,
3
In fact, Watson changed the wording in the 1924 (p. 76) quote above from Let us examine a few of the
questions you are now bursting to utter to Let us examine a few of the questions which excite people almost
to the point of combat. The issues contentiousness appears to have intensified significantly in the six years.

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which Watson entered in 1924, was also an important part of the battle to which
Skinner (1959) referred, one that Watson engaged with a crusading spirit that Skinner (1959) seemed to both admire and find excessive.
Watsons combat with the eugenicists was intertwined with, and contributed to,
his fairly rapid and dramatic shift from an even-handed environmentalist to an extreme
one who largely dismissed the importance of heredity. As noted earlier, his first foray
into extreme environmentalism occurred around 1924 with the publication of Behav
iorism (Todd, 1994), which was published hurriedly as a series of lectures in print
(Watson, 1930, p. vii). These 12 lectures were delivered at Cooper Institute in 1924, at
the height of the eugenic fervor. The fifth lecture, after four that discussed behavioral
philosophy and theory and human biology and physiology, quickly presented his extreme environmental thesis and anti-eugenic position:
Everything we have been in the habit of calling instinct today is a result largely
of training belongs to mans learned behavior. As a corollary from this I wish to
draw the conclusion that there is no such thing as an inheritance of capacity, ta
lent, temperament, mental constitution, and characteristics. These things again
depend on training that goes on mainly in the cradle. (Watson, 1924, p. 75; 1930,
p. 94; emphasis in originals).
Watsons title for this lecture made it clear that his extreme environmentalism and
anti-eugenic stance were directly linked: Are There any Human Instincts: Part I On
the Subject of Talent, Tendencies and the Inheritance of all So-called Mental Traits.
Importantly, this linkage provides crucial context for the confidence Watson expresses, for example, in his ability to successfully raise a healthy, well-formed baby born
of a long line of crooks, murderers and thieves, and prostitutes (1924, p. 82; 1930,
p. 103; emphasis in originals). Further, his combat with the eugenicists sheds light on
his choice of particular words to convey his extreme environmentalist message. Why
did he specify that the ancestries of crooks, murderers and thieves, and prostitutes
were irrelevant to upbringing? Similarly, in the middle of the dozen healthy infants
polemic, Watson stated that in his own type of world, he can raise any healthy child
to become any type of specialist I might select doctor, lawyer, artist, merchantchief and, yes, even beggar-man and thiefregardless of his talents, penchants, tendencies, abilities, vocations and race of his ancestors (1924, p. 82; 1930, p. 104).
Again, why did Watson maintain the focus on paupers and criminals the beggarman and thief? And to whom is he talking when he says and, yes, even beggarman and thief (emphasis added)? Finally, why identify race of ancestors as one of
several unimportant hereditary characteristics?
The answer to these questions lies in recognizing that the dozen healthy infants
statement was part of Watsons response to nonscientific, ideological, and racially
biased nativists (Todd, 1994). But it was more than simply a general rebuttal: Watsons
use of particular words and phrases reveals an extreme environmentalism that specifi-

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cally and vigorously rebuts the challenge of the eugenics movement in America in the
first quarter of the 20th century at times almost word by word. Kamin (1974) argued
that the statement also recognized that more generally behaviorism and social action
were linked: it was not the reductio ad absurdum of a mindless environmentalism run
rampant[but rather] arecognition that the promises of behaviorism applied to human affairs cannot be realized without social and political reform ( p. 178). Thus, it is
surprising that while Skinner (1959) recognized Watson as actively engaged in campaigning, crusading, and battling, he later (1974) came to consider the famous quote
to be a careless remark that undermined Watsons credibility. However, far from
being careless, Watson was quite aware that he was going beyond (his) facts
unlike the advocates of the contrary the eugenicists who did not recognize limitations to their (un)scientific data (1924, 82; 1930, p. 104). Further, that he retained
the dozen healthy infants challenge in the 1930 revised edition from which he deleted 25 to 30- pages of outgrown material (Watson, 1930, p. vii) is further evidence
that this remark was far from careless, especially since he also removed all the tricks
of trade by means of which a lecturer tries to keep his audience awake(and) tried to
take out most of the overstatements and exaggerations common to all lectures (1930,
p. vii).4 Watson clearly and deliberately decided to retain the dozen healthy infants
statement throughout the 1920s as the eugenics movement in the U.S. flourished.

The eugenics movement in Watsons time

The eugenics movements advocacy of the use of science (i.e., genetics) to improve
the human gene stock through selective breeding strategies that strengthened superior
strains and eliminated inferior genes became increasingly visible and popular in the
U.S., Europe, Japan, and Latin America in the first third of the 20th century. Its impact
spiked after World War I ended: public attention to eugenics was renewed after the
Armistice with a force that made [it] as much a part of the secular pieties of the
nineteen-twenties as the Einstein craze (Kevles, 1985, p. 59). Universities, including
elite ones like Harvard, Columbia, and Berkeley, typically offered courses fully or
partly devoted to eugenics. British and American eugenics societies, led by a priesthood of scientists, organized lectures, held meetings, published journals and popular
books, sponsored eugenics exhibits and eugenic family contests at numerous state
fairs, and even conducted a eugenics sermon contest (Kevles, 1985).
However, the eugenics movement in the United States was in reality a political
movement masquerading as science. The eugenicists used the allegedly scientific data
derived from the emerging mental testing movement to conclude that certain races
and ethnicities were disproportionately feebleminded (i.e., mentally deficient or so4
While a deliberate statement can nevertheless function as a careless statement, one of the editors of this
special issue (KAL) observed: In retrospect the remark seems careless primarily because it is taken out of
context, context being the second sentence. Watson had no way of knowing it would be used thus and so to
call it a careless remark seems a little unfair.

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cially deviant), that feeblemindedness was a cause of criminal behavior and pauperism,
and that feeblemindedness was inherited. The menace of the feebleminded particularly alarmed eugenicists, who believed in wiping out social defect by preventing the
procreation of the eugenically undesirable (Kevles, 1985, p. 92). When intelligence
test data indicated that large numbers of recent immigrants to the U.S. were feebleminded or intellectually inferior, the eugenics movement had cause to vigorously
participate in the U.S. immigration debate that escalated in the 1920s, campaigning
that the deficits reflected hereditary differences and therefore represented a great danger to the long-term stability of the countrys genetic stock (Kevles, 1985).
Leon Kamins 1974 book The Science and Politics of I.Q. brilliantly documents how
the eugenicists of the first decades of the 20th century including prominent psychologists who were leaders of the American Psychological Association and the new science
of mental testing sought to preserve alleged racial purity and genetic superiority in
the face of what to them were the hordes of genetically defective immigrants from
Southern and Eastern Europe streaming into the United States since the 1880s. Unlike
the earlier wave of Western and Northern European immigration in the 1840s, which
brought supposedly genetically superior ethnicities to the U.S., the eugenicists believed
that the more recently arrived Southern and Eastern Europeans would weaken the native
genetic stock by producing offspring of lower capacities, including, most importantly,
intelligence. Lower intelligence meant that many of these immigrants and their children
would be feebleminded and thereby likely to be paupers or criminals. To the eugenicists, the early 20th century immigration pattern gained additional urgency because
the inferior negro race (as eugenicists referred to black people) was already in the
country and diluting the genetic pool. In fact, the negro served as the eugenic benchmark for low intelligence that the new immigrants could not even match, thus further
intensifying fears that the U.S. gene pool would rapidly deteriorate (Kamin, 1974).
Intelligence was measured through the new science of mental testing, which Watson in 1913 recognized as one of several applied areas of psychology that was thriving due, in his view, to its de-emphasis of introspection as a methodology. However,
the promise of the humane use of intelligence tests advocated by Binet was transformed into a mechanism of authoritarian social control as high profile eugenicist
psychologists like Terman, Goddard, and Yerkes generated biased data, interpreted the
flawed data through an ideological lens, and then emphatically concluded under the
mantle of science that the average intelligence of the newly arriving Eastern and
Southern European immigrants was lower than that of the negro and, in fact, in the
feebleminded range (Kamin, 1974). Flaws in data and interpretation notwithstanding,5
5
For example, Brighams influential 1923 book A Study of American Intelligence concluded that the intelligence tests were measuring native intelligence, and moreover, that the lower intelligence scores of recent
immigrants compared to ones who were in the U.S. for many yearsmeant thatpoorer quality immigrants were
coming to the U.S. since 1902 rather than the logical alternative thatthe cultural acclimation and language
facility that contribute to higher intelligence test scores typically come only with increasing years in a new
country.

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when the conclusion that well over 80% of these newly arrived immigrants at Ellis
Island were feeble-minded was combined with the results from widespread intelligence testing of World War I draftees that demonstrated black people scored lower
than white people, the leading eugenicists voiced increasing alarm for the countrys
genetic stock (Kamin, 1974).
In scientific journals and Congressional hearings, the language was violent and
also specific. Kamin provides many examples of blatant racism as the eugenic-fueled
anti-immigration fervor increased between Watsons 1913 manifesto and his 1924
anti-eugenic battle cry. For example, Terman, who adapted the Binet intelligence test
for American children in 1916, asserted in the test manual that high grade defectives
will be identified by intelligence tests and then monitored by society which will
ultimately result in curtailing the reproduction of feeblemindedness and in the elimination of an enormous amount of crime, pauperism, and industrial inefficiency
(quoted in Kamin, 1974, p. 6). In a 1917 journal article, Terman warned that (feeblemindedness) is responsiblefor the majority of cases of chronic and semi-chronic
pauperismthe feeble-minded continue to multiplywe must prevent, as far as possible, the propagation of mental defectivescurtailing the increasing spawn of degeneracy (quoted in Kamin, 1974, p. 7).
Congressional testimony included written testimony from a Dr. Sweeney to the
House Committee on Immigration and Naturalization on January 24, 1923: We have
been overrun with a horde of the unfitThe Slavic and Latin countries show a marked
contrast in intelligence with the western and northern European groupOne cannot
recognize the high-grade imbecile at sightThey think with the spinal cord rather
than with the brain.the necessity of providing for the future does not stimulate them
to continuous laborBeing constitutionally inferior they are necessarily socially inadequateEducation can be received only by those who have the intelligence to receive it. It does not create intelligence. That is what one is born withWe shall
degenerate to the level of the Slav and Latin racespauperism, crime, sex offenses,
and dependencyguided by a mind scarcely superior to the ox (quoted in Kamin,
1974, p. 23-24).
The same House Committee received a report on January 10, 1924 on selective
immigration from its Eugenics Committee; the report concluded that with the shift
in tide of immigrationto southern and eastern Europe, there has gone a decrease in
intelligence test scores (Kamin, 1974, p. 24-25). Further, the Allied Patriotic Societies
of New York placed a letter in the same House Committee record on January 5, 1924,
warning that as many as 2,000,000 persons have been admittedwhose intelligence
was nearer the intelligence of the average negrothan to the average intelligence of
the American white (Kamin, 1974, p. 25). And eugenic scientist Laughlin, who became known in Washington as an indispensable authority on the biological side of
the immigration issue (Kevles, 1985, p. 103), testified before the House Committee
on March 8, 1924 that characteristics prized by American stock, such as truthloving, inventiveness, industry, common sense, artistic sense, love of beauty, respon-

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sibility, social instinct, and the natural sense of a square dealare of a biological
order (Kamin, 1974, p. 25) and presumably absent in certain European stocks.
The eugenic argument against the current immigration practices also was taken to
the educated public (Kamin, 1974), providing an example of the movements effort to
make society more eugenic-minded (Kevles, 1985). A 1922 Scientific Monthly article by university professor Kimball Young argued that general as well as specific
abilities are transmitted by hereditya continued deluge of this country of the weaker stocks of Europe will ultimately affect the average intelligence of the population
these stocks are constantly sending out their tentacles [sic] up to the higher biological
strainsWe have of course the comparable problem of preventing the continuance
of inferior lines in the present population (quoted in Kamin, 1974, p. 26-27).
The eugenicist-driven anti-immigration movement succeeded when Congress passed the Johnson-Lodge Immigration Act of 1924, a follow-up to the temporary 1921
law that introduced the notion of national origin quotas (Kamin, 1974). The 1924
Act restricted immigration from a country to 2% of the population from that country
already in the U.S. in 1890. By 1890, most of the immigration from Northern and
Western Europe had already occurred, resulting in substantial numbers of already
assimilated immigrants and rendering the 2% quota sufficient for current immigration
requests. However, the immigration from Eastern and Southern Europe accelerated
considerably after 1890, and with few immigrants already in the U.S. by 1890, the
quota was very low 2% of almost nothing at a time when immigration requests
from those countries were escalating rapidly because of events unfolding in Europe.
Johnson-Lodge had its intended impact: immigration from Southern and Eastern Europe decreased substantially, and the law, for which the science of mental testing may
claim substantial credit, resulted in the deaths of literally hundreds of thousands of
victims of the Nazi biological theorists (Kamin, 1974, p. 27).
The quotes from eugenicists assembled by Kamin demonstrate the particular language and concepts that were used to convey their message. Placed in the context of these
harsh eugenic words, Watsons (1924) extreme environmentalism, including specifically the dozen healthy infants challenge, represented a deliberatively chosen rebuttal
of their premises.6 However, while Watson forcefully stood up to the eugenicists, he
also understood that the xenophobia they exhibited was at least partly caused by the
concentration and proximity of strangers fostered by escalating immigration and urbanization. In a portion of the preface found in some copies of the 1924 edition of Psy
6
The lecture containing the dozen healthy infant statement may stand alone as Watsons rebuke to the
eugenicists. Watson doesnt appear to have directly challenged his friend Yerkes eugenic views. Watson and
Yerkes exchanged letters for many years. Between 1907 and 1913, the early letters discussed comparative
psychology while the later ones focused on Watsons 1912-13 Columbia lectures that formed the basis of the
manifesto (Mills, 1999). They co-founded the Journal of Animal Behavior in 1910 (Buckley, 1989), discussed
introspection and personal concerns in letters exchanged between 1915 to 1926, and continued to cross
paths until the late twenties, with ups and downs in their relationship (Buckley, 1989; Cohen, 1979). But
neither Buckley, Cohen, nor Mills report any exchange between the two related to eugenics, immigrations, or
intelligence testing.

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chology from the Standpoint of a Behaviorist, but which is not in other 1924 copies, and
which is not in the 1919 or 1929 editions (see Bakan, 1966), Watson suggested in the
most reasoned tones that behaviorism can engineer the assimilation and accommodation necessary to achieve social comfort when cities embrace immigrants:
Civilized nations are rapidly becoming city dwellers. With this increase in the
concentration of homes there come changes in our habits and customs. Life becomes complex. The strain of adjusting ourselves to others increases daily
Chemistry and physicsare helpless when called upon to teach us how to dwell
together wisely and happilyOur schools and colleges, constructed as they are
to fit the needs of a past generation, cast us forth ill prepared to solve the problems that come from living in complex groups. We carry away from them only a
scant knowledge of ourselves and even less equipment for understanding the
behavior of others. If we are ever to learn to live together in the close relationships
demanded by modern social and industrial life, we shall have toenter upon a
study of modern psychology. Fortunately, psychology is prepared to help us. The
past ten years have seen the development of new points of view in psychology
points of view that have grown up partly to meet our ever changing social
needs and partly because the very existence of these needs has made a new viewpoint possibleOne of the most recent and practical of these new viewpoints in
psychology is that of the behaviorists (p. xi-xii in original; quoted in Bakan,
1966, p. 11-12).
It is probably no coincidence that only in the 1924 edition of the book published
in the same year that Congress passed the restrictive Johnson-Lodge Immigration Act
did Watson express his belief that behaviorism can promote social harmony in a
world being transformed by industrialization and the movement of peoples across
the globe.

Watsons social engineering ideological legacy

Watsons opposition to eugenics and advocacy of humanitarian goals were manifestations of a non-political empiricism very similar to that evidenced by Skinner
(Rakos, 1992); they were not products of inclusive political or moral values.7 While
the psychology establishment8 and Congress were fueling the eugenicist fervor, Watson was exposed to and at least somewhat active with what Mills (1999) described as
a version of scientific Progressivism, expressing itself through the mental health
7
In fact, Watsons politics were quite mainstream and became increasingly conservative later in life (Buckley, 1989; Cohen, 1979).
8
During the 1920s, the intelligentsia in the U.S. voiced clear objection to eugenic thought, but academics
were limited to the occasional anthropologist (Kevles, 1985).

SOCIAL ACTION LEGACY

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movement (p. 154), which asserted scientific findings must guide the interventions
designed to solve social problems. For example, Burnham (1924), a leader in the
movement, not only advocated that conditioning principles be used to address practical problems (with favorable citation of Watson) but also contended that feeblemindedness and insanity could be remediated by proper early habit training (Mills, 1999).
Watson in his 1913 manifesto identified the field of psychopathology as one with
great growth potential due to its shift from introspection to experimental methods, and
the mental health movement with its Progressive ideology was consistent with this
emphasis on science-as-guide.9 Watsons involvement with the Progressive mental
hygiene movement seems limited to speaking in 1917 at a symposium on Modern
Science and Education organized by a member of the movement with whom he was
acquainted (Buckley, 1989; Mills, 1999). Nevertheless, his work provided important
empirical support for the social reformers of the day, who believed that science could
solve problems in both education and mental health. And it was natural for Watson to
extend behavioral theory to psychopathology in an effort to apply empirical principles
to enhance the social good: in 1916, he described a conditioned reflex conceptualization of psychopathology in Behavior and the Concept of Mental Disease, which
Rilling (2000) called a founding document of behavior modification. The influence
of the mental hygiene movement can be seen as well in Watsons 1919 book, which
concludes with an extensive application of behaviorism to psychopathology in the
final chapter called Personality and its Disturbance.
Mills (1999) argued that the mental hygienists programs were not based in empiricism as they claimed, but rather, had a frankly ideological rationale (p. 154) that
peak[ed] in the mid-20s10 (p. 152) and affected Watson strongly: A version of the
Progressive ideology controlled Watsons thinking and projected itself into Hulls and
Skinners thought (p. 152-3). In actuality, the Progressive ideology which Watson
evidenced before he left academia in 1920 controlled not only his thinking but
also his writing: Watsons extension of habit acquisition to psychopathology was followed by vigorous promotion of the application of behaviorism to increasing number
of important human behaviors (Kazdin, 1978). Further, his postacademic polemics
about the learning capacity of infants and aged peoplecorresponded well with the
Progressive ideals of innate equality and potential limited only by the sophistication
of behavioral technology (Todd, 1994, p. 163). For Watson, the Progressive ideology
was consistent with scientifically-based social intervention rather than with a liberal
political or moral orientation. Thus, he saw that the labor leader and the capitalist
both want
9
One of the reviewers of this paper (KAL) pointed out that Clifford Beerss A Mind That Found Itself
(1908) is generally considered the starting point of the mental hygiene movement in the US. This date fits nicely with Watsons Manifesto.
10
The mental hygienist movement and eugenic movement, with diametrically opposed social philosophies and prescriptions, peaked at the same point in time as they confronted each other in the cultural war
over nature versus nurture.

RICHARD F. RAKOS

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either to become king or stay king. No one can object to this kind of strife. It is part
of life. There always has been and there always (until the behaviorists bring up all
the children!) will be this kind of struggle for dominance. Every man ought to be a
king and every woman a queen. They must learn, however, that their domains are
restricted. The objectionable people in the world are those who want to be kings
and queens but who will allow no one else to be regalmany of our orthodoxies
codes of conduct, our rules of politeness are build up for the purpose of
letting him who is king and rule-maker remain king and rule-maker. (Watson,
1924, p. 239; similar in 1930, p 292)
This Watsonian progressive ideology is seen not only in Skinners thinking but in
behavioral thinking more generally: behaviorists adopt a version of scientism. In
common with their Progressive forebears, they see science not just as technology but
as technology that must have social applicationsthey despise any characterization
of science as the pursuit of pure truth (Mills, 1999, p. 154; see also Prilleltensky
[1994] and Smith [1992]). This social change philosophy met with a favorable cultural environment in the 1960s that facilitated the ascendance of the behavior modification movement in that decade (cf. Rutherford, 2009). These nurturing conditions
included a social optimism that embraced behavioral science solutions (Mills,
1999) and a societal questioning of power, order, and rights that adopted an environmental perspective on social change. The elimination of specific social problems was
seen to require external changes engineered by government intervention, and various
grassroots movements arose to prompt those changes, including ones focused on
civil rights, women, peace, and at the end of the decade, the environment.
The growing political and cultural emphasis on environmental change as the solution to social problems was embodied in the United States in the 1960s in Lyndon
Johnsons Great Society. Its civil rights initiative focused on changing restrictive environmental conditions, such as voting criteria, voting costs, and national origin quotas,11
and on limiting discriminatory behavior through legislation, rather than on changing
bigoted people. The War on Poverty introduced a range of environmentally-based programs to facilitate skill acquisition (e.g., job training) and to promote financial support
(food stamps, higher education loans and scholarships), educational support (Head
Start, Upward Bound, trained teachers, bilingual services), legal aid, and health care
(Medicare and Medicaid) (cf. Andrew, 1998; Milkis and Mileur, 2005).
The 1960s societal emphasis on changing environments to remediate social ills
also included an intellectual rebellion against the mechanistic and historical deter11
It was only with the passage of the Immigration and Nationality Services Act of 1965 that national
origin quotas established first in the Emergency Quota Act of 1921 were eliminated (Brinkley, 1991). Even so,
the anti-immigration eugenic argument is still put forth today, though it gets framed in more politically acceptable language that substitutes high skill and low skill for genetically determined and racially-based high
IQ and genetically determined and racially-based low IQ, respectively, as a key factor in deciding which
immigrants should be permitted entry into the U.S. (Matthews, 2013)

SOCIAL ACTION LEGACY

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minism of psychoanalysis in favor of a focus on current environmental conditions and

their relations to behaviors of interest, whether conceptualized through behaviorism
or humanism (Krasner, 1978; Mills, 1999). Thus support for environmental solutions
for social problems, such as behavior modification programs, came from within the
academy as well as from outside cultural factors.
Watsons ideas and crusading style likely contributed to the ideologically energized behavior modification initiatives of the 1960s, starting in 1913 with an explicit
call to use scientific psychology to address behavioral and social problems, and moving in 1924 to arguing for the widespread application of behavioral theory to all sorts
of human concerns:
With the publication of Behaviorism (1924) and The Psychological Care of the
Infant and Child (1928), as well as countless newspaper and magazine articles,
Watson spread the behaviorist faith to a mass audience. He became a popularizer
of psychology as a means of self-helpand an advocate of psychological engineeringHis popularized vision of science stirred the imagination of a new generation of psychologists (including) Skinner who as a student glimpsed the
possibility of technological applications in Watsons Behaviorism. (Buckley,
1989, p. 132-133, p. 160)
Watsons Progressive ideology, transmitted to and through Skinner, pervaded the
therapeutic and educational programs of the behaviorists of the 1960s (Mills, 1999,
p. 153). And on occasion, this ideology was generalized to the social and cultural
movements of the time, as when Wyckoff applied his expertise in programmed instruction and teaching machines to develop a voter registration campaign in Mississippi in 1963 based in immediate positive reinforcement (Escobar & Lattal, 2011).
Mills (1999) suggested that this Progressive ideology was particularly evident in the
social engineering role adopted by the behavior modifiers of the 1960s, who established diverse successful exemplars of behavior change programs (Kazdin, 1978).
These behaviorists believed their approach could effectively address abnormal behavior and were encouraged by a society friendly to the behavioral sciences (Mills,
1999). In this context, where changing bad environments was seen to be the way to
change people for the better and to eliminate social problems, behaviorists were indeed social engineers and behavior modification grew rapidly in the 1960s as society sought practical, effective, and efficient solutions to social and individual
problems. Mental institutions, prisons, and individuals seeking self-help became popular targets for comprehensive and rigorously implemented behavioral intervention
programs (Rutherford, 2009).
As the field continued to mature, it was natural, given the Progressive roots embedded in the behavioral tradition, to address increasing numbers of social problems and their possible behavioral solutions: Many of those who believe in the
efficacy of operant techniques also believe that the underlying theory can provide

RICHARD F. RAKOS

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us with an analysis of social forms and, above all, procedures for changing social
forms and practices (Mills, 1999, p. 168). Skinner provided the leading examples
of this approach with such works as Behaviorism (1974), Beyond Freedom and
Dignity (1971), Science and Human Behavior (1953), and of course the utopian
novel Walden Two (1948). True to the spirit of the 1960s, Twin Oaks in 1967 became the first of several intentional communities inspired by Skinnerian idealism
(Rutherford, 2009).
By the early 1970s, behavioral theory and intervention was being generalized to
increasingly diverse social issues and problems, including pollution control, energy
conservation, recycling, job seeking training, job performance training, self-sufficiency skill training, and racial conflict (Kazdin, 1978). In 1978, this social analytic
tradition was institutionalized by the formation of Behaviorists for Social Action, a
Special Interest Group (SIG) of the then Midwest Association for Behavior Analysis.
Today, the group is known as Behaviorists for Social Responsibility (BFSR), a SIG of
the Association for Behavior Analysis International that publishes the journal Behav
ior and Social Issues. ABAI has spawned other SIGs concerned with social action
including the Cultural Design SIG that merged with BFSR several years ago, and the
recently organized Behavioral Analysis for Sustainable Societies SIG. In addition, the
independent Cambridge Center for Behavioral Studies was formed in the 1980s to
bring behavioral findings into the forefront of public discussion of solutions to social
problems.

The manifestos social action heritage

Watsons 1913 manifesto included the foundation for the fields social action
legacy: psychology as a natural science strives to predict and control behavior, and
must use its knowledge of behavior control to solve human problems. Morawski
(1982) pointed out that the control of individual behavior that was the focus of Watsons 1913 manifesto had been expanded by 1917 to suggest that psychology had a
broader social utility: In addition to developing principles that predict how persons
will adjust to life situations, it is equally a part of the function of psychology to establish laws or principles for the control of human action so that it can aid organized
society in its endeavors to prevent failures in such (life) adjustments (Watson, 1917,
p. 329, emphasis in original). Watsons focus on the systematic use of scientificallyderived principles to prevent maladaptive behavior emerged as he began to question
the role of instinct: Just what are the patterns of his instinctive acts, that is, does the
human being, apart from training, do any complex acts instinctively as do the lower
animals? If so, what is mans full equipment of instincts? (Watson, 1917, p. 336-7).
By 1924, Watson argued that behavior is a function of environmental variables, the
environment is the crucial variable that makes people different, including those
called good and those called bad, and that behaviorism is the best way to engineer
the environmental change needed to remedy a social problem.

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Skinner shared with Watson not only the Progressive ideology (Mills, 1999), but
also a fundamental interest in social control (Boakes, 1999). Skinner (1959) understood Watson was crusading to win a cultural battle, and picked up the social change
gauntlet, with its hope for a more reinforcing world through the application of behavioral theory and research findings (Skinner, 1948, 1953, 1971, 1974). Watsons Progressive ideology continues to guide the work of many contemporary behavior
analysts as they apply theoretical analyses to, and conduct experiments on, social
problems such as poverty (Mattaini & Magnabosco, 1997), war and conflict (Biglan,
1995; Mattaini, 2001) and human-induced global warming (Chance & Heward,
2010).
Despite the wide and widening range of social issues to which behavioral theory
has been applied, Mills (1999) concluded that behaviorism failed to maintain its
prominence due to a limited analysis of social and cultural factors. Certainly, behaviorists like all who tried before failed to establish a utopia. And behaviorism has
not led to revolutionary reordering of the social order, which some see as another
marker of failure (e.g., Prilleltensky, 1994). On the other hand, in many real world
settings, behaviorists and behavioral approaches are now the norm, including school
psychology (Chafouleas, Volpe, Gresham, & Cook, 2010; Dishion, 2011), business
and industry (Daniels & Daniels, 1999), education (Heward et al., 2005), autism treatment (Eikeseth, 2009), and health psychology and behavioral medicine (Suls, Karina,
& Kaplan, 2010).12
But of course many areas of human concern are still in need of behavioral influence. Watson placed in an accurate historical context remains a symbol of
doing battle for a behavioral understanding of the world, of embracing a scientific
approach to every-day phenomena even if counter-intuitive, and of advocacy for the
use of experimental data to reduce or eliminate social problems (Bakan, 1960). Watson and Skinner both viewed social change through the lens of non-political empiricism rather than through partisan politics (cf., Buckley, 1989; Rakos, 1992) and,
like the legions of behaviorists who followed, firmly believed that behaviorism can
and will improve our world, for it provides both a theoretical approach and the fundamental tools through which to promote progressive social and cultural change (cf.,
Rakos, 1992). And while contemporary behavior analysts appreciate the complexity
of and potential limits to social intervention, they nevertheless still promote behavioral solutions with a Watsonian-like crusading spirit and campaigning style,
albeit in a more sophisticated manner, as a perusal of any ABAI annual convention
program from the last three decades will confirm. From its outset in Watsons 1913
manifesto, social action was and remains an intrinsic and fundamental component
of behaviorism.
12
Further, Watsons desire that psychology generate data to guide practice finds expression today in the
growing prominence of evidence-based practice in both clinical (Leffler, Jackson, West, McCarty, & Adkins,
2013) and school (Dishion, 2011) psychology.

RICHARD F. RAKOS

116

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