Resumo

PARRADO CORREDOR, FELIPE. J. B. Watson and Advertising: The Beginnings of Consumer Psychology. Rev. colomb. psicol. [online]. 2013, vol.22, n.2, pp.401-406. ISSN 0121-5469.

Research regarding the behavior of individuals with respect to products and services dates back to the beginning of the 20th century, and J. B. Watson is one of its main precursors. Watson taught an applied psychology course called Psychology of Advertising, introduced many companies to experimental techniques for the marketing of their products, and, after retiring from academic life, joined the Walter Thompson advertising agency, where he developed massive campaigns using the principles of conditioned emotional responses. The article highlights the importance of Watson's work in the psychology of advertising, as a forerunner of the scientific developments of consumer psychology.

Palavras-chave : history of psychology; behaviorism; J. B. Watson; advertising; consumer.

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