Science: I.Q. Zoo

Keller B. Breland of Hot Springs, Ark. is a psychologist who applies modern scientific methods to training and understanding animals. The traditional training methods, he believes, are mostly wrong. Punishment and threats work only with such relatively "stupid" animals as horses. Praise is no good except with dogs. For most animals, the best system is an immediate reward of food, given for an action repeated over and over. Even bird-brained chickens and harebrained rabbits can be deeply conditioned by often-repeated rewards.

In 1947 Breland was personnel manager of Streater Industries outside Minneapolis, where...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!