Operant Psychology Goes to the Fair: Marian and Keller Breland in the Popular Press, 1947-1966

Marian and Keller Breland pioneered the application of operant psychology to commercial animal training during the 1940s and 1950s. The Brelands' story is relatively unknown in the history of behavior analysis. Using information from the Breland-Bailey papers, this paper describes the development and activities of Animal Behavior Enterprises (ABE), the Brelands' animal training business. We also review popular press coverage of the Brelands between 1947 and 1966 to investigate the level of public exposure to ABE-trained animals and to the principles and methods of operant psychology. An examination of 308 popular print articles featuring the Brelands indicates that there was public exposure of behavior analysis through the popular press coverage of ABE-trained animals. Furthermore, the expansion of operant methods to the marine mammal and bird training industries can be linked to the Brelands' mass media exposure. (Contains 5 figures and 3 tables.)