The Behavior Analyst 2005, 28, 143-159 No. 2 (Fall) Operant Goes to the Fair: Marian and Keller Breland in the Popular Press, 1947-1966 Robert E. Bailey Animal Behavior Enterprises J. Arthur Gillaspy, Jr. University of Central Marian and Keller Breland pioneered the application of operant psychology to commercial 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 de- velopment 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 inves- tigate 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. Key words: , Keller Breland, history, operant psychology, commercial animal training

A special section of The Behavior in commercial animal training from Analyst (History and Behavior Analy- 1951 to the 1990s was "history yet to sis, 2003, pp. 233-295) focused on the be told" (p. 283). Our purpose is to tell expansion of operant psychology in the a part of that history; specifically, the 1950s. The expansion was attributed to Brelands' successful application of be- behavior analysis enhancing the under- havior analysis to train animals for standing and prediction of behavior commercial and entertainment purpos- and producing successful applications es during the mid 20th century. We (Dewsbury, 2003). The special section provide evidence of the Brelands' an- included articles describing such appli- imal training activities and examine cations. One article (Morris, 2003) contemporary popular press accounts traced the beginning of the application of their pioneering work. of behavior analysis to animal training The story of the Brelands and their to the work of Marian and Keller Bre- commercial application of behavioral land (K. Breland & Breland, 1951) and technology, Animal Behavior Enter- to Skinner (195 1). Morris further noted prises (ABE), is unlike other stories of that the history of operant psychology the expansion of operant psychology into applied settings in the 1950s. The Brelands did not complete their doc- Preparation of this article was supported by NSF Grant SES-0322431. We thank Ludy T. torates or take academic positions be- Benjamin, Jr., David Baker, Elson Bihm, Gail fore pursuing a commercial enterprise'; Peterson, and Bill Timberlake for their encour- they did not enter an established in- agement and helpful reviews of earlier versions of this manuscript. We also are extremely grate- ful to Marshal Dermer for his critical reading ' Marian received her undergraduate degree and constructive comments. (summa cum laude) from the University of Min- Correspondence concerning this article should nesota in 1941 in psychology, with minors in be addressed to Robert E. Bailey, Animal Be- languages and statistics. She completed her PhD havior Enterprises, 714 Arkridge Circle, Hot in at the University of Springs, Arkansas 71913 (e-mail: behavior@ Arkansas, 38 years after she began study under hsnp.com). B. F Skinner. Marian taught at Henderson State 143 144 ROBERT E. BAILEY & J. ARTHUR GILLASPY, JR.

dustry, like pharmaceuticals or psychi- wanted to try to make our living using atry; they did not leave a long Skinner's principles of the control of peer-reviewed publication record. In behavior" (personal communication, addition, the Brelands began to apply 1994). The Brelands chose the name operant technology commercially in "Animal Behavior Enterprises" be- the early 1940s, predating later operant cause it described the product, animal animal trainers and behavior analysts. behavior, and proclaimed that it was a These differences make placing the for-profit business (K. Breland & Bre- Brelands in the context of the history land, 1946). of operant psychology difficult and Putting bread on the table in the may partially explain the relative lack 1940s using a new behavioral technol- of attention given the Brelands in ac- ogy was not easy. Although operant ademic accounts of the history of op- principles were known by some in the erant psychology. We thus begin with academic community (Skinner, 1938), a brief account of the Brelands' path operant training methods were virtually from promising doctoral students to unheard of in entertainment and adver- entrepreneurial animal trainers and re- tising. ABE's success depended on the view their relations with academic psy- Brelands' selling their nascent technol- chology. ogy to businesses that knew nothing of the science of behavior. The high risks The Brelands and ABE of such a venture were recognized by The Brelands' story begins at the many of the Brelands' colleagues who University of , where they doubted ABE would succeed (M. B. were students of B. F. Skinner (Marian Bailey & Bailey, 1994b). A University as early as 1938, Keller in 1940). Later, of Minnesota classmate, Paul Meehl, from 1942 through 1943 they worked bet the Brelands $10 that ABE would with Skinner on Project Pigeon (see fail. Meehl's check to Keller (Meehl, Skinner, 1960). Marian recounted that 1961) in payment for the wager hangs their experiences controlling animal on the wall in the Baileys' office (see behavior convinced the Brelands of the Figure 1). Skinner also attempted to commercial potential of operant con- dissuade the couple from abandoning ditioning for animal training (M. B. academia for their untested commercial Bailey & Bailey, 1994b). In 1943, the enterprise (M. B. Bailey & Bailey, Brelands purchased a small farm in 1994b). Despite these cautions, the Mound, Minnesota, and, in their barn Brelands persevered and received their laboratory, began replicating Skinner's first contract in 1947 with General experiments from The Behavior of Or- Mills (Barnes, 1947) to train animals ganisms (1938). Although Skinner had for farm feed promotions (see Figure the Brelands 2). Over the next 2 years, the business primarily studied rats, outgrew the Brelands' training farm. studied operant principles with a vari- The Brelands moved ABE from Min- ety of animals including dogs, cats, nesota to Hot Springs, Arkansas, in chickens, parakeets, turkeys, pigs, 1950 for larger quarters, a warmer cli- ducks, and hamsters. Impressed with mate, and more central rail connections their results, Marian and Keller decid- (Gillaspy & Bihm, 2002). Additional ed not to complete their degrees, but contracts with General Mills and other rather pursued the commercial training companies for more and different ani- of animals for advertising and enter- mal behaviors led to Breland shows tainment. As Marian explained it, "we playing at hundreds of feed stores, trade shows, fairs, and expositions na- University (1981-1998), where she retired as a tionwide. In 1955, the Brelands opened full professor. Keller received his undergraduate degree in psychology at Milsaps College in 1937 the IQ in Hot Springs, which and a Master's degree in psychology from Lou- served as a training laboratory and a isiana State University in 1939. popular tourist attraction (Coffman, THE BRELANDS IN THE POPULAR PRESS 145

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Figure 1. Check from Paul Meehl to Keller Breland in payment of a wager made in 1944 that ABE would not succeed.

2002). Figure 3 features the Brelands (Marian Breland Bailey in 1976) and with one of their popular IQ Zoo acts. second husband, Bob Bailey, operated Although Keller Breland died in 1965, the business until 1990 when ABE ABE continued to flourish and became closed. Throughout 47 years of opera- international in scope. Marian Breland tion, ABE trained over 15,000 animals a! 1!~~~~~~~~~~~~~~~~~~I------b~~~~~~~~~~~~~~~~~~~~~~~~~~~-- - b" ...w-I ' hW" T,ttt Z.-e tO. ptetoe

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basic behavior pattern and altering the pig'sresponses to each stimulu to Lsuitlthegoal yOu seek"1 I Fiur2. Frn-pg artcl froSTh Mineapli Star, Auut4 98 utn h eotr Frn Mury Bt th whl meho of trinn isojus a qusto ofe gettin dont h i' 146 ROBERT E. BAILEY & J. ARTHUR GILLASPY, JR.

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Figure 3. IQ Zoo's Professor Punch on the piano with Keller and Marian Breland (late 1950s). representing more than 140 species for the term bridging stimulus2 to refer to entertainment, corporations, and gov- this reinforcer. The bridging stimulus ernment agencies and consulted with enabled ABE trainers to control behav- numerous , oceanaria, and amuse- ior in settings in which immediate ac- ment parks (M. B. Bailey & Bailey, cess to a primary reinforcer was im- 1994a; Gillaspy & Bihm, 2002). practical. The Brelands' refined methods led The Brelands and Commercial directly to their pioneering application Animal Training of in the com- mercial animal training industry and to We could find no evidence of animal the dissemination of these highly ef- trainers intentionally using operant fective methods. They taught operant conditioning in commerce prior to the conditioning to local field and obedi- Brelands. Although based on Skinner's ence organizations as ear- operant principles, the Brelands' train- ly as 1944 (M. B. Bailey, 1996). The ing methods were refined and adapted Brelands also conducted formal animal for use in the field by relatively un- training classes, including the funda- skilled personnel working with a vari- mentals of operant conditioning, stage- ety of species. Perhaps their most no- "show- table refinement was the prominent and animal handling, and theatrical precise use of a secondary reinforcer manship," to General Mills animal (whistle or click) as a stimulus for, or 2 The term bridging stimulus was later short- a time bridge leading to, the upcoming ened to a more cryptic bridge, and additionally delivery of a primary reinforcer (food). referred to the process of providing the signal In the mid 1940s, the Brelands coined and the device for producing the signal. THE BRELANDS IN THE POPULAR PRESS 147

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Figure 4. Marian and Keller Breland and Bob Bailey at Animal Behavior Enterprises in Hot Springs, Arkansas, with two newly amrved U.S. Navy dolphins (October 1963).

feed salesmen (M. B. Bailey, 1996). the Brelands' contribution to the U.S. Classes included the use of written Navy's Marine Mammal Program (see manuals that provided detailed training Figure 4). He was the Navy's Director instructions for each Breland animal of Training from 1962 until 1965. The act (K. Breland & Breland, 1947). first author credits much of his success These manuals were perhaps the first as a trainer, and as a practitioner of be- operant manuals for training many spe- havior analysis, to Marian and Keller cies in many settings and for use by Breland. In 1955, the Brelands wrote the general public (sales staff, animal perhaps the first manual for training trainers, etc.). After such instruction, dolphins using operant methods (K. salesmen traveled nationwide shaping Breland, 1955, 1962). The marine and maintaining animal behavior and mammal training program at Sea presenting animal shows. World, the world's largest, can be ABE operant methods spread to ma- traced back to the Brelands through rine mammal and bird training in the Kent Burgess, Sea World's first Direc- 1950s and 1960s. The Brelands con- tor of Training, who was trained by tracted with Marine Studios (Marine Marian and Keller at ABE from 1953 Studios, 1955, 1956), Marineland of to 1964. In addition, the marine mam- the Pacific (Marineland of the Pacific, mal training methods developed at 1956), Parrot Jungle (Parrot Jungle, ABE in the 1950s spread to modem 1957), and the U.S. Navy (U.S. Naval day-dog training. As Pryor (1997) not- Ordnance Test Station, 1962, 1963a, ed, 1963b, 1963c, 1964) to develop train- What the dog trainers are calling ing programs and animal shows. The is an application of behavior analysis that was first author has firsthand knowledge of initially invented and developed more than thirty 148 ROBERT E. BAILEY & J. ARTHUR GILLASPY, JR. years ago, by Keller Breland, Marian Breland of the Brelands' activities in academic Bailey and Bob Bailey. It first reached wide- spread use in the training of marine mammals, psychological circles in the 1950s, which is where I learned it myself. Although the Gollub (2002) provides a telling ret- marine mammal trainers use a whistle, not a rospective of a presentation given by clicker, their training relied on the same princi- the Brelands to the Pigeon Lab at Har- ples and is really exactly the same as what peo- vard University: ple are now calling clicker training. (p. 1) I recall that [the Brelands] were given a partic- The Brelands and Academic ularly serious grilling and were bombarded with alternative explanations, and everyone seemed Psychology unconvinced of the importance of their findings. Throughout their careers, the Bre- A decade or two later, research on reinforcers as eliciting stimuli, and the species-related relations lands maintained ties with academic between discriminative stimuli and responses, and behavior analysts. should not have been, but were, surprising and Keller and Marian were members of puzzling to some members of the behavior anal- the American Psychological Associa- ysis community. (p. 324) tion (APA) before 1946 and the Min- Of the three published reports of nesota Society for Applied Psychology their animal training activities, "The as early as 1946. They consistently at- Misbehavior of Organisms" (1961) tended and presented at regional and was probably most controversial and national professional meetings, includ- influential. The Social Science Citation ing APA. Although most of their time Index lists 228 citations for "Misbe- was devoted to commerce, during the havior" compared to 72 for Animal Be- 1950s and 1960s the Brelands man- havior (1966) and 13 for "A Field of aged to publish two peer-reviewed Applied Animal Psychology" (1951). journal articles, "A Field of Applied The debate inspired within mainstream Animal Psychology" (K. Breland & behavior analysis by "Misbehavior" Breland, 1951) and "The Misbehavior concerning the role of instinctive be- of Organisms" (K. Breland & Breland, havior has been summarized previous- 1961); a textbook, Animal Behavior ly (M. B. Bailey & Bailey, 1993; R. E. (K. Breland & Breland, 1966), part of Bailey & Bailey, 1980; Herrnstein, Macmillan's Critical Issues in Psychol- 1977; Skinner, 1977; Todd & Morris, ogy Series; and contributed significant- 1992). With the exception of "Misbe- ly to one of the first institutional per- havior," however, the Brelands' other sonnel instructional manuals, Teaching scholarly works, especially "A Field of the Mentally Retarded (M. Breland, Applied Animal Psychology," have re- 1965). Marian attributed their lack of ceived little attention from academic scholarly publication to simple rein- psychology. In that article, the Bre- forcement; the behavior reinforced was lands described the initial success of producing successful shows, not pub- ABE and their vision for expanding lishing research articles (M. B. Bailey, operant theory and techniques into an- 1996). In the 1950s, few, if any, of the imal training. They did not, however, Brelands' clients read scientific jour- publish any follow-up articles and, nals, nor were they impressed with ac- with the exception of Gillaspy and ademic or professional credentials. Bihm (2002), Marr (2002), and Tim- That the Brelands wrote for scholarly berlake (2003), there have been few audiences at all was due to a desire for scholarly accounts of the Brelands' intellectual discourse and stimulation, contributions to operant and, as Keller said, "for the fun of it" psychology. (Keller Breland, personal communica- tion, 1962). The Brelands in the Popular Press The Brelands' scholarly work some- The applied and commercial nature times evoked controversy within aca- of the Brelands' work and careers demic psychology. Although there are makes it difficult to investigate their few published contemporary accounts contributions through traditional meth- THE BRELANDS IN THE POPULAR PRESS 149

ods (peer-reviewed articles and cita- of the media (local, state, regional, na- tions of scholarly work). Thus, we ex- tional, or international). Public expo- amined reports of the Brelands' work sure of the terminology was operation- at ABE in the popular press. The study alized as the use of specific terminol- of popular media coverage of psychol- ogy relevant to the practice of operant ogy is recognized as an important way psychology (e.g., conditioning, rein- to understand psychology's contribu- forcement, behavior, psychology, sci- tion to American life (Benjamin, ence, etc.). 1986). Psychology as a discipline can- not be understood outside "the culture METHOD in which it is produced and received" (Rutherford, 2000, p. 373). Data (The Breland-Bailey Papers) This last statement seems particular- We gathered data from the Breland- ly applicable to the Brelands, who Bailey papers, a collection of personal spent their careers in the very public papers, business documents, and other world of animal shows, advertising, materials of Keller Breland, Marian and entertainment. For example, dur- Breland Bailey, and Bob Bailey.3 This ing the 1950s and 1960s the Brelands collection is a previously unopened and their operant trained animals made window to the past of the Brelands' numerous appearances on television commercial activities and includes let- programs (e.g., "Ed Sullivan," "Dave ters, contracts, proposals, equipment Garroway," "Jack Paar," "Steve Al- designs, and training manuals, proto- len," "Zoo Parade," "You Asked For cols, and plans. The popular print me- It," "The Tonight Show with Johnny dia described in this collection include Carson," and "Industry on Parade"), articles from newspapers, magazines, advertisements ("Puss N' Boots," and trade publications. These articles "Coast Federal Savings and Loan"), provided a unique opportunity to study and educational films (Frances and popular press coverage of the Brelands. Her Rabbit, Animal Behavior Enter- Popular print media before the prises, 1961; Lucky Learns a Trick, 1970s are extremely difficult to locate Animal Behavior Enterprises, 1954). because databases contain indexes for In this paper, however, we focus only a few periodicals and newspapers. only on coverage of the Brelands' We found this especially true when commercial application of behavior searching for articles on ABE. A analysis in the popular print media search of the Reader's Guide to Peri- from 1947 (the year of ABE's first con- odical Literature between 1947 and tract) through 1966 (the year after Kel- 1966 resulted in fewer than 20 articles ler's death). We investigated two issues on the Brelands or their animal shows. regarding the popular press coverage Common newspaper search engines of the Brelands: (a) the level of expo- also contained few citations of stories sure of ABE's product, operant-trained about the Brelands. Yet, as will be behavior, and (b) the degree to which shown, from 1947 through 1966 there behavior-analytic terminology was were hundreds of media accounts of used in popular reports. Stated in a ABE, the Brelands, and their trained slightly different way, we wanted to as- animals. sess how much public exposure the The articles in the Breland-Bailey Brelands' work received between 1947 collection were accumulated essential- and 1966 and how much the Brelands' ly in real time, by relatives, friends, work exposed the public to the termi- nology, principles, and practices of be- havior analysis. Public exposure of 3The Breland-Bailey papers are currently lo- cated at the University of Central Arkansas in Breland-trained animals was defined preparation for permanent housing at the Ar- as the number of articles featuring the chives of the History of American Psychology Brelands and the scope of distribution at the University of Akron. 150 ROBERT E. BAILEY & J. ARTHUR GILLASPY, JR.

TABLE 1 Distribution of print media sources publishing articles about ABE from 1947 through 1966 1947-1949 1950-1954 1955-1959 1960-1966 Total n(%) n(%) n(%) n(%) N(%) Publication type Magazines 4 (20) 16 (23) 21 (23) 41 (27) 82 (27) Newspapers 12 (60) 37 (53) 31(47) 94 (62) 174 (57) Trade publications 3 (15) 7 (10) 8 (12) 8 (5) 26 (8) Other publications 1 (5) 10 (14) 6 (9) 9 (6) 26 (8) Total 20 (7) 70 (23) 66 (21) 152 (49) 308 (100) Distribution Local 6 (30) 21 (30) 21(32) 51(33) 99 (32) Statewide 7 (35) 28 (40) 19 (29) 48 (32) 102 (33) National 7 (35) 17 (24) 21(32) 45 (29) 90 (29) International 0 (0) 4 (6) 5 (7) 8 (6) 17 (6) Total 20 (7) 70 (23) 66 (21) 152 (49) 308 (100) and colleagues who sent copies to the name of publication, distribution of Brelands. ABE also employed a clip- publication (local, state, national, inter- ping service from 1964 to 1966 that national), date, location, article title, searched newspapers nationwide. author (if specified), volume and page Thus, this collection contains many ar- numbers, and if a photo was used. In ticles about the Brelands that are not addition, we coded the use of 20 key readily available through traditional words related to the principles, practic- search methods or at least without a di- es, methods, and vocabulary of behav- rect search of the index for each news- ior analysis (e.g., operant, condition- paper and magazine published in the ing, stimulus, , etc.) and nation. six key words associated with the Bre- lands (IQ Zoo, Animal Behavior Enter- Data and Procedure prises, Marian and Keller Breland, etc.). Coding indicated whether a key We identified 689 newspaper, mag- word appeared, but not the number of azine, trade journal, and similar print times it was used; the word needed to media articles that directly featured the appear only once in an article to be Brelands' practices of applied behavior counted (it was expedient for data col- analysis between 1947 and 1966. The lection to ignore recurrences). Several publication name or date was missing individuals read and coded data. En- or otherwise not verifiable for over half tries were cross checked, and an inde- of these articles (n = 381). These un- pendent coder resolved discrepancies verifiable articles were excluded from between coders. Coding errors were in-depth study. The final sample in- not common and usually involved key cluded 308 articles for which complete words, publication dates, or interpre- information was available. For conve- tations of print media mastheads (e.g., nience in analysis and presentation, we address of publication). subdivided the data into four chrono- logical sections: 1947 through 1949; RESULTS 1950 through 1954; 1955 through 1959; and 1960 through 1966. Popular Press Coverage of Each article was read, and the fol- ABE-Trained Animals lowing data were coded: type of pub- Table 1 presents frequencies and lication (newspaper, magazine, etc.), percentages of popular print articles by THE BRELANDS IN THE POPULAR PRESS 151 publication type and distribution type. (Phillips, 1954), Billboard ("Ain't No- An examination of totals across the body Here," 1966), Concessions and four time periods revealed a sizable in- Vending ("Would you Believe," 1966) crease in the exposure of the work of and Broadcasting (Perkins, 1960); ABE to the general public between farming, Rabbit Raiser ("Trained Rab- 1947 (n = 20) and 1966 (n = 152), bits," 1958) and Farm Journal (Bre- with some leveling off during the land & Breland, 1958). They also ap- 1950s. In terms of type of publication, peared frequently in children's publi- most articles appeared in newspapers cations such as Grit (Mathis, 1962), (57%), followed by magazines (27%), My Weekly Reader ("Animal School," and then by trade publications and oth- 1956; "Animals do Tricks," 1962; Ni- er (advertisements). This pattern of ciejewski, 1951), and Boy's Life publication type remained fairly con- (Spain, 1956). Breland animals were sistent for all four time periods. The featured in award-winning photographs scope of distribution of the publica- in the 25th year "Best of" issue of tions in which ABE articles appeared Life, ("That's all Folks," 1960), Pa- was approximately equal across local rade ("Four-Way Stretch," 1953), and (32%), state (33%), and national (29%) Collier's (Patterson, 1952). Finally, ar- outlets. Articles about ABE in inter- ticles on the Brelands appeared in nu- national publications accounted for 6% merous pet publications. They wrote of the sample. Article distribution type over 20 articles in these sources, most- was also consistent across the time pe- ly on dog training, thus providing ex- riods, except 1947 to 1949. posure of operant methods to the dog Table 2 presents a list of periodicals training community. featuring the Brelands and ABE. Peri- odicals ranged from small-town news- Use of Operant Psychology papers, such as the Fitchburg, Massa- Terminology chusetts Sentinel ("Farmers News," 1948) and the Renville Star-Farmer To investigate the depth of exposure ("Casey the Hen," 1954), to city of behavioral terminology, principles, newspapers, such as the and methods, we counted those articles Star (Murray, 1948), the Fort Worth in which selected key scientific and op- Star Telegram (Dolan, 1955), and the erant terminology was used. Table 3 Kansas City Star (Phillips, 1955), to summarizes the frequencies and per- major national newspapers, such as the centages of articles that contained each Wall Street Journal ("Summer Sell- key word. The Brelands' training ing," 1954), the New York Times methods were often associated with ("Keller Breland," 1965), the Los An- psychological science and with behav- geles Times ("Porpoise Psychoana- iorism in the present sample of popular lyzed," 1956), and magazines, such as press articles. Psychology or psycho- Life ("Farmyard Students," 1955; logical was found in 59% of articles, "Fur and Feathers," 1953; "This and science appeared in 27%. The Bre- Whale," 1957), Time ("IQ Zoo," lands were often referred to as psy- 1955), Better Homes and Gardens (M. chologists, and their approach was de- Breland & Breland, 1960a, 1960b, scribed as animal psychology. The 1960c), (Hicks, Brelands' success was also specifically 1953a, 1953b), Humane Society Re- associated with behavioral psychology, view (K. Breland & Breland, 1953; with behavioral or ap- Hicks, 1954), and Reader's Digest pearing in 37% of articles. (Wolfert, 1957). Specific operant principles were The Brelands were also well repre- used throughout the articles. Two of sented in nationally distributed indus- the most common behavioral terms try trade journals from the following were reinforcement (-ing) (19%) and areas: advertising, Advertising Age conditioned (-ing) (19%). Animal be- 152 ROBERT E. BAILEY & J. ARTHUR GILLASPY, JR.

TABLE 2 Unique print media sources containing Brelands or ABE animals from 1947 through 1966

Newspapers Arkansas Democrat Long Beach Press Telegram Texarkana Daily News Arkansas Democrat, Sunday Los Angeles Times Texarkana Gazette Magazine Mason City Globe Gazette The American Weekly Arkansas Gazette Memphis Press-Scimitar The Beacon Arkansas Gazette Sunday Milwaukee Journal Green The Camden News Magazine Sheet The Chattanooga Times Atlanta Journal and Constitu- Minneapolis Star The Cincinnati Pictorial En- tion Magazine Minneapolis Sunday Tribune quirer Atlantic City Press Minneapolis Tribune The Columbia Missourian Billed Bladet Mirror-News The Daily Banner News Buffalo Courier-Express Montreal Gazette The Dallas Morning News Cavalcade My Weekly Reader The Dallas Times Herald Chicago Daily News National Enquirer The Indianapolis Star Chicago Tribune New York Post The Kansas City Star Columbus Dispatch New York Times The LaCrosse Tribune Daily Journal New York World Telegram and The Los Angeles Times Daily Mirror Sun The Miami Herald Daily News Oklahoman The Milwaukee Journal Detroit News Pictorial Maga- Parade The Mirror zine Philadelphia Inquirer Maga- The Montreal Star Fitchburg (Mass) Sentinel zine The Post & Times Star Fort Worth Star Telegram Renvile Star-Farner The Princeton Union Globe-Democrat Rochester Post Bulletin The Sioux City Sunday Journal Grit San Antonio Express The Star Herald Tribune San Antonio Light The State Journal Hot Springs News San Antonio News The Sunday Press Hot Springs Sentinel Record Springfield Mass Union The Vicksburg Evening Post Hot Springs Shopper Springfield News & Leader The Weekly Reader: World Pa- Rotogra- St. Louis Post-Dispatch rade vure Magazine St. Paul Sunday Pioneer Press Times Kansas City Times Stars and Stripes Topeka Daily Capitol Knoxville News-Sentinel Sunday News Waco Tribune-Herald La Presse Sunday Times Democrat Wall Street Journal Lansing State Journal Syracuse-Herald American Popular magazines Adventures Along the Ozark Kristall Pour Tous (Swiss) Frontier Trail Life Magazine Rabbit Raiser All Pets Look Family Magazine Reader's Digest Arkansas Youth Council Mechanix Illustrated Beacon Montreal Mantin Sinclair Oil News Better Homes and Garden National Humane Review Sports Illustrated Billboard National Retired Teachers As- The American Magazine Boys' Life sociation Journal The Saturday Evening Post Catholic Digest New York Magazine The Westerner Coast Federal Challenger Outdoor This Week in Los Angeles Collier's Parks and Recreation Tide Country Gentleman People Today Time Dodge News Pet Life Today in Hot Springs Ford Times Pioneer Magazine Town Journal Hearth Popular Mechanics Trade Winds Holiday Inn Magazine Popular Science TRUE THE BRELANDS IN THE POPULAR PRESS 153

TABLE 2 Continued

Trade magazines Advertising Age Dr. Salsbury's Lab & Field Larro Flyer Allied Veterinarian Notes Modem Millwheel Amusement Business Farm Journal Packomatic Animal Protection Feedstuffs Performing Animals Broadcasting John Francis Daugherty Asso- Petfood Industry Concessions and Vending ciates Successful Farming Cyanagrams King Features Bulletin havior was usually referred to as the As mentioned, these operant training product of conditioning or due to the concepts were relatively unknown in provision of positive reinforcement. In the animal training community of the addition, 25% of articles also empha- times; thus, their occurrence in the sized that punishment was neither nec- popular print was somewhat unexpect- essary nor desirable in animal training. ed.

TABLE 3 Distribution of key-word use in print media from 1947 to 1966 1947-1949 1950-1954 1955-1959 1960-1966 Total Key word n % n % n % n % n % Animal Behavior Enterprises 3 15 14 20 16 24 86 57 119 39 Behavioral (-ism) 8 40 27 39 22 33 56 37 113 37 Keller Breland 15 75 63 90 49 74 95 63 222 72 Marian Breland 5 25 29 41 39 59 72 47 145 47 Bridge (-ing) 1 5 2 3 4 6 3 2 10 3 Condition (-ed) (-ing) 1 5 14 20 14 21 30 20 59 19 Discriminate (-tion) (-ing) 0 0 3 4 8 12 8 5 19 6 Educate (-tion) 2 10 25 36 17 26 28 18 72 23 Extinguish (extinction) 0 0 1 1 6 9 2 1 9 3 Generalize (-ation) 0 0 2 3 3 5 3 2 8 3 Hot Springs, Arkansas 2 10 49 70 44 67 86 57 181 59 Instinctive (-ual) 0 0 4 6 6 9 7 5 17 6 IQ Zoo 0 0 13 19 31 47 70 46 120 39 Operant 1 5 4 6 2 3 2 1 9 3 Pavlov 0 0 2 3 2 3 7 5 11 4 Psychology (-ical) 14 70 56 80 41 62 72 47 183 59 Nonuse of punishment 6 30 23 33 19 29 30 20 78 25 Reinforcement (-ing) 1 5 19 27 20 30 17 11 57 19 Research 1 5 11 16 6 9 36 24 54 18 Response 4 20 7 10 11 17 23 15 45 15 Science 1 5 22 31 23 35 38 25 84 27 Shape (-ing) 0 0 2 3 2 3 2 1 6 2 Skinner 0 0 4 6 4 6 6 4 16 5 Species 0 0 6 9 11 17 32 21 49 16 Stimulus (-li) 3 15 11 16 13 20 19 13 46 15 Technology 0 0 1 1 1 2 1 1 3 1 Other 0 0 5 7 12 18 17 11 34 11 154 ROBERT E. BAILEY & J. ARTHUR GILLASPY, JR.

The incidences of other specific op- cause he believed the animal behavior erant language were more mixed. Re- was easily remembered (personal com- sponse occurred in only 15% of the munication, November 1962). The stories. We often found trick, move, or present data seem to support Keller's other lay terms used in place of re- viewpoint. Also a high number of ar- sponse. The occurrence of stimulus ticles contain Keller Breland (72%) (-li) was also 15%, ranging from 13% and Marian Breland (47%). This find- to 20%. In many articles, cue or signal ing reflected the Brelands' differing was found instead. These terms were roles at ABE and Keller's respect for often used by Keller to communicate Marian's intellectual and training con- the concept. Other more technical tributions. Marian seldom traveled, but terms, such as discrimination (6%), ex- rather focused on training and business tinction (3%), and generalization (3%), operations, while Keller traveled wide- did not appear frequently. Interestingly, ly and performed shows and gave in- bridging stimulus or bridge, which is a terviews. Thus, although Marian was familiar term today especially in ma- seldom present during interviews, she rine mammal training and clicker train- was mentioned frequently. The first au- ing circles, was found in up to 6% of thor has personal knowledge of Keller articles and was first found as early as describing Marian as an equal partner 1947. The Brelands had just coined at ABE. this term in the late 1940s. The Bre- lands' success in spreading the lan- DISCUSSION guage of operant psychology is tem- pered by the finding that operant ap- The findings of this investigation peared in fewer than 7% of articles. provide contemporary evidence of the Also, there were few incidences of op- Brelands' application of operant psy- erant and conditioning appearing to- chology to commercial animal training gether. during the mid 20th century and sup- The concept of using behavioral port the idea that their activities ex- methods to educate animals appeared posed the public to operant condition- with some frequency (23%). ABE pub- ing. An examination of the Breland- licity often described their animals as Bailey papers yielded over 600 popular educated or having gone to school. press accounts of the Brelands' work This is consistent with the incidence of from 1947 to 1966; 308 of these arti- IQ Zoo (39%), the tourist attraction cles contained source and date infor- that featured educated animals. From mation. Although most of the popular this perspective, operant training was coverage of ABE was in local, state- presented as a process of education and wide, and national published media, emphasized that punishment was not there was also some international cir- used. Articles containing education culation. The distribution of the articles also typically included a brief expla- indicates that there was widespread nation of how reinforcers were used to coverage of the Brelands' work in the produce and maintain highly specific popular print media during the middle animal behavior. of the century. Widespread coverage in As expected, the name Animal Be- local, state, and national publications havior Enterprises appeared with some translates, we suggest, to a large sec- frequency (15% in the late 1940s to tion of the general public being ex- 57% by the mid 1960s). This is inter- posed to the application of behavior esting because the sales and marketing analysis to animal training. arm of ABE was named Keller Breland The use of psychological and behav- Associates (KBA). KBA often ap- ioral terms in the articles also indicates peared in advertisements for Breland- that popular press coverage of ABE trained animals. Keller Breland pre- was exposing operant principles to the ferred Animal Behavior Enterprises be- public and by inference to the animal THE BRELANDS IN THE POPULAR PRESS 155 training community. Although it was profile so as not to be perceived by the often the antics of dancing chickens, audience. It was in the course of the drumming and piano-playing ducks, reporter or writer getting the story dur- roller-skating macaws, and reindeer ing the interview that the significance operating a printing press that captured of the animal training technology was headlines, technical explanation of the uncovered. To what degree the reporter behaviors and the methods used to pro- or writer conveyed the technology to duce the behavior were also frequently the reader then depended on the au- provided. The content of the articles thor's degree of understanding and varied from a reporter's brief descrip- judgment. tion of Breland-trained animals at a lo- cal fair, to more in-depth expositions of Impact of Media Exposure the principles of applied behavior anal- ysis, to how-to explanations of dog The Brelands worked in commercial training, and to advocacy-oriented es- settings, published few scholarly arti- says on the benefits of humane training cles, and were a source of some con- methods. In the majority of these arti- troversy. These factors may explain cles the Brelands' work was consis- why their refinements of operant train- tently associated with behavioral psy- ing methods and success at applying chology. these methods took place outside the Some of the overall percentages of awareness of many in the behavior-an- specific operant key words may not alytic community. This is perhaps not seem particularly high (discrimination surprising because it was in 1994, al- = 3% to nonuse of punishment = most half a century after the Brelands 25%). Several factors should be con- began their work, that the Association sidered when interpreting these per- for Behavior Analysis first recognized centages, however. First, operant psy- the importance of spreading operant chology itself was in its infancy in the psychology with the creation of the Ef- late 1940s and 1950s, and, with a few fective Presentation of Behavior Anal- exceptions (Skinner, 1948, 1951), was ysis in the Mass Media Award. We seldom discussed in the public press. note, however, that if one of the key Also, the language of behavior analysis factors in the expansion of behavior was new and unfamiliar to most pop- analysis during the mid 20th century ular press writers. It would be unlikely was its successful application outside that terms such as operant and condi- the laboratory, then an important ques- tioning would be correctly interpreted tion becomes, how is that success mea- by most contemporary readers. Sec- sured? If successful application is doc- ond, wire service or local reporters au- umented using only the scholarly thored more than 92% of the articles; press, then there appears to be little be- the Brelands wrote only 8%. The con- havior-analytic activity in animal train- tent of the articles depended on what ing until the 1990s. The Brelands' role the author deemed as newsworthy and in this activity may appear to be minor understandable to the readership. As if viewed from this perspective. If suc- mentioned, most articles focused first cessful application, however, is gauged on what the animals did rather than the by coverage in the popular press and technology behind the behavior. Final- exposure of operant terminology to the ly, the style of ABE presentations em- public, the 1950s and 1960s were times phasized the precise performance of of significant operant activity in animal trained animal behavior rather than hu- training. The Brelands' work seems to man training talent. ABE animals have generated a good deal of publicity needed little or no obvious guidance about the applications of behavior from the onstage handler. The Brelands analysis for training animals. For ex- called this handler transparency, be- ample, in a letter to Keller Breland, cause the handler maintained a low Bill Rolleston, General Manager of 156 ROBERT E. BAILEY & J. ARTHUR GILLASPY, JR.

Marine Studios, St. Augustine, Florida, new technology to professional animal wrote, "I have read with great interest trainers. the accounts of your work in Time and We have not addressed the activities Life" (Rolleston, 1955). These nation- of ABE and Marian Breland Bailey ally distributed mass media articles from 1966 to the present or the mass ("Farmyard Students," 1955; "IQ media's reporting of these activities. Zoo," 1955) led to ABE contracts that We should note, however, that ABE resulted in the application of operant commercial activities were reported in techniques to marine mammals and the print and other media after 1966. The development of operant-based marine Breland-Bailey papers include copies mammal shows (R. E. Bailey & Bai- and references to many of these. In ad- ley, 1996). dition, the National of Amer- Two limitations should be noted ican History at the Smithsonian Insti- when interpreting our findings. First, it tution recently accepted one of ABE's is not known how representative the automated animal exhibits popularized present data are of the population of by the media (Trillin, 1999). Some popular media coverage of ABE from readers may recognize this human- 1947 to 1966. Although the Breland- chicken interactive game (see Figure 5) Bailey papers include more articles as an oversized and flashy version of than could be located through tradi- Skinner's famous laboratory "box," tional search methods, there may be complete with electronically controlled additional accounts of the Brelands' environmental climate and contingenc- work that would change our interpre- es, but including a coin box, a device tations. An additional consideration is representing American enterprise. that a large amount of ABE material was destroyed in a fire in 1989.4 Con- CONCLUSION sequently, the printed media examined This paper has focused on the untold in this paper are all that remain from history of the Brelands' successful ap- the original Breland-Bailey collection plication of operant psychology to an- and are thus only a subset of ABE pub- imal training. The Brelands began An- licity from the 1940s, 1950s, and imal Behavior Enterprises in 1943 as a 1960s that once existed. Thus, accurate for-profit, applied operant enterprise. inferences about the population fre- Throughout the 1940s, 1950s, and quency of articles about ABE and oc- 1960s, they adapted and refined oper- currence of key words cannot be made; ant methods to train a wide variety of however, the data we do have are likely species for commercial purposes. Their an underestimate. Second, we did not operantly trained animals performed focus on other animal trainers or be- throughout the United States for ad- havior analysts who may have used op- vertising and for public entertainment. erant-based training methods in com- Contemporary popular press coverage mercial animal training. Although we of the Brelands and their animals in- know of no other behavior analysts dicates their presence in animal train- who trained animals for commercial ing and their promotion of operant psy- purposes in the 1940s and 1950s, the chology during the mid 20th century. possibility exists that others besides the Further, documents from the Breland- Brelands were actively promoting this Bailey papers establish that the Bre- lands applied operant methods to ma- 4Quite fortuitously, Marian removed four rine mammal and exotic bird training boxes of publicity and related material to her and taught animal trainers nationwide office at Henderson State University. Additional in the 1950s. material lost included more than 25,000 cata- logued photographs, over 100,000 feet of 16- The Brelands' story does not fit mm film, training records, letters, and other doc- neatly into either the history of operant uments. psychology or the history of traditional THE BRELANDS IN THE POPULAR PRESS 157

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Dor'''&

Numb_:270 OSmithsonian National Museum ofAmerican History DEDOGr Dr. Peggy Kdwell, Rae Barriner, Bob Bai'ley

Figure 5. Peggy Kidwell, Director, Mathematics and Science Museum of the Smithsonian Institution receiving an automated animal exhibit from Bob Bailey and Rae Barriner (daughter) (April 2004). animal training. Although they were Animal Behavior Enterprises. (Producer). (1954). Lucky learns a trick [Motion picture]. trained by Skinner and continued to as- Breland-Bailey papers. Archives of American sociate with professional psychology Psychology, University of Akron, Akron, OH. organizations, the Brelands did not Animal Behavior Enterprises. (Producer). have traditional academic careers. (1961). Frances and her rabbit. Milledge- They pursued a risky commercial ven- ville, GA: Georgia College and State Univer- sity. ture and received financial success and Animal school. (1956, January 9). My Weekly popular media attention for their work. Reader, 8. With the exception of Skinner perhaps, Animals do tricks at IQ Zoo. (1962, June 25). few other behavior analysts during the My Weekly Reader, 19, 31. 1950s appeared in the popular press as Bailey, M. B. (Speaker). (1996). Video inter- also view of Marian Breland Bailey. Hot Springs, much as the Brelands. They were AR: Robert Bailey. unlike traditional animal trainers of the Bailey, M. B., & Bailey, R. E. (1993). "Mis- 1950s. They used and promoted sci- behavior": A . American Psychol- entifically validated methods and pub- ogist, 48, 1157-1158. lished in peer-reviewed journals. Al- Bailey, M. B., & Bailey, R. E. (Speakers). though this paper has begun to put the (1994a). Interview with Marian and Robert Bailey, November 5, 1994 (Cassette Record- Brelands' work in context, it does not ing No. 2). Conway, AR: J. Arthur Gillaspy, address the overall significance of their Jr. contributions. There is still more his- Bailey, M. B., & Bailey, R. E. (Speakers). tory of applied animal psychology yet (1994b). Interview with Marian and Robert to Bailey, November 5, 1994 (Cassette Record- be told. ing No. 3). Conway, AR: J. Arthur Gillaspy, Jr. REFERENCES Bailey, R. E., & Bailey, M. B. (1980). A view Ain't nobody here but them chickens-coin op- from outside the Skinner box. American Psy- erated. (1966, December). Billboard, 12. chologist, 35, 942-946. 158 ROBERT E. BAILEY & J. ARTHUR GILLASPY, JR.

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Archives of American Psychology, University Summer selling. (1954, June 21). Wall Street of Akron, Akron, OH. Journal, pp. 1-7. Patterson, L. S. (1952, September 20). Barn- That's all folks. (1960, December 26). Life yard Circuit. Collier's, pp. 7-8. Magazine, p. 174. Perkins, P. B. (1960, August). Monday memo: This whale is just a big ham. (1957, November How many years for a TV spot? Broadcast- 7). Life Magazine, pp. 185-186. ing, 1, 20. Timberlake, W. (2003). Marian Breland Bailey: Phillips, W. (1954, January). Rabbit shows Los Many lives [SQAB, May 25, 2002, Toronto, Angeles TV audience how to. Advertising Ontario]. Behavioural Processes, 62, 1-4. Age, pp. 6-8. Todd, J. T., & Moffis, E. K. (1992). Case his- tories in the great power of steady misrepre- Phillips, W. (1955, November 2). His hens play sentation. American Psychologist, 47, 1441- pianos, a duck beats drums. Kansas City Star, 1453. pp. D6, D8. Trained rabbits work for a living. (1958, May). Porpoise psychoanalyzed as penguin roller Rabbit Raiser, pp. 12-15. skates. (1956, September 27). Los Angeles Trillin, C. (1999, February). The chicken van- Times, p. C1. ishes. The New Yorker, 74, 38-41. Pryor, K. (1997, May). [Acceptance speech for U.S. Naval Ordnance Test Station. (1962, June the annual award for excellence in the media]. 1). Contract with Animal Behavior Enterpris- Presented at the annual meeting of the Asso- es. Breland-Bailey papers. Robert E. Bailey, ciation for Behavior Analysis, Chicago. Hot Springs, AR. Rolleston, B. (1955, April 8). Letter contract U.S. Naval Ordnance Test Station. (1963a, May with Keller Breland. Breland-Bailey papers. 13). Contract with Animal Behavior Enter- Archives of American Psychology, University prises. Breland-Bailey papers. Robert E. Bai- of Akron, Akron, OH. ley, Hot Springs, AR. Rutherford, A. (2000). Radical behaviorism and U.S. Naval Ordnance Test Station. (1963b, Oc- psychology's public: B. F Skinner in the pop- tober 13). Contract with Animal Behavior En- ular press, 1934-1990. History ofPsychology, terprises. Breland-Bailey papers. Robert E. 3, 371-395. Bailey, Hot Springs, AR. Skinner, B. F (1938). The behavior of organ- U.S. Naval Ordnance Test Station. (1963c, June isms. New York: Appleton-Century-Crofts. 3). Contract with Animal Behavior Enterpris- Skinner, B. F (1948). Walden two. New York: es. Breland-Bailey papers. Robert E. Bailey, MacMillan. Hot Springs, AR. U.S. Naval Ordnance Test Station. (1964, April Skinner, B. F (1951, December). How to teach 20). Contract with Animal Behavior Enter- animals. Scientific American, 185, 26-29. prises. Breland-Bailey papers. Robert E. Bai- Skinner, B. F (1960). Pigeons in a pelican. ley, Hot Springs, AR. American Psychologist, 15, 28-37. Wolfert, I. (1957, October). Keller Breland's Skinner, B. F (1977). Herrnstein and the evo- amazing "I. Q. Zoo." Reader's Digest, pp. 1- lution of behaviorism. American Psychologist, 5. 32, 1006-1012. Would you believe a duck could help your prof- Spain, L. (1956, October). Animal magic. Boy's its? (1966, June 1). Concessions and Vend- Life, pp. 28, 34, 38. ing, pp. 18-20.