Method: recruited a nine month old child (Albert B) and tested fear responses to trial stimuli (a white rat, a rabbit, a dog, a monkey, masks with and without hair, cotton wool and burning newspapers) - no fear shown. To ensure he could exhibit a fear response researchers produced a loud sound - normal infant fear response was shown. Experimentation started at 11 months. Albert B was presented with a white rat and each time a bar was struck eliciting a fear response. Seven days later was presented rat without sound and showed no tendency to touch it. Proceeded to present rat alone and with sound - fear response continued. Five days later began with other stimuli to which he showed differing degrees of fear response (stimulus generalisation) demonstrating that fear could be transferred to other animals/objects. After a month tested in new location, fear response persisted in both directly conditioned and transferred responses though directly conditioned were less intense. Was taken to hospital unable to remove conditioned responses.
Conclusion: many phobias are conditioned emotional reactions which are either direct or transferred (learnt from others).
Evaluation:
Limitations: lacked controls and only one subject restricting validity. Unethical. Opposed Freud's theories which were favoured at the time.