Ivan Pavlov: (1949-1936) Renowned physiologist, psychologist, winner of the Nobel Prize, and creator of a unique data language and experimental methodology called Pavlovian conditioning that is used commonly and fruitfully by experimental psychologists to this day in the study of learning. For the rest of us, which unfortunately includes many academic psychologists, Pavlov is the nutty professor who showed us how to condition salivation to ringing bells, inspired a behavioristic psychology that aspires to take over the world, and created procedures used by Madison Avenue to sell cars and Coca-Cola.
