Pavlov and Skinner popularised the stream of
(A) Behavioural research
(B) Diagnostic research
(C) Clinical research
(D) Analytical research
Correct Ans: (A)
Explanation:
Pavlov and Skinner played a pivotal role in shaping behavioural research. They focused on how observable behaviors could be measured, predicted, and modified. Importantly, both scholars believed that human and animal actions were not just random but followed patterns based on stimuli and responses.
To begin with, Ivan Pavlov introduced the concept of classical conditioning. He showed how repeated associations between a neutral stimulus and a natural stimulus could produce a learned response. For instance, he rang a bell before feeding dogs. Eventually, the dogs salivated just by hearing the bell, even without food. This demonstrated how the environment could condition behavior.
Next, B.F. Skinner advanced this idea through operant conditioning. Unlike Pavlov, Skinner emphasized reinforcement. He used rewards and punishments to shape future actions. For example, he placed rats in a box where pressing a lever gave food. Over time, the rats learned to press the lever to receive a reward. Thus, he proved that consequences play a key role in how behaviors develop or stop.
Moreover, their work greatly influenced not just psychology but also mass communication. Researchers used their theories to understand how audiences respond to media content, advertising, and persuasive messaging. Because behavioral research relies on evidence and experiments, it remains a strong pillar in communication studies.
In conclusion, Pavlov and Skinner popularized behavioural research. Their studies provided a solid foundation for understanding how learning and media influence human actions.
