APPLIED ANIMAL PSYCHOLOGY AT AN AMERICAN ROADSIDEATTRACTION: ANIMAL BEHAVIOR ENTERPRISES AND THE IQ ZOOOF HOT SPRINGS, ARKANSAS

摘要

Keller and Marian Breland worked with B. F. Skinner on top-secret behavioral technology duringWorld War II. They later applied that behavioral technology in postwar business ventures thatincluded a roadside attraction called the IQ Zoo. It attracted motorists from across the UnitedStates and, like other roadside attractions of the period, was depicted in postcards available forpurchase. While conducting research associated with the business, the Brelands discovered thephenomenon of instinctive drift, which significantly advanced subsequent theoretical accountsof the biological factors that influence learning.