John Broadus Watson (January 9, 1878 – September 25, 1958) was an American psychologist who established the psychological school of behaviorism, after doing research on animal behavior. He also conducted the controversial "Little Albert" experiment. Later he went on from psychology to become a popular author on child-rearing, and an acclaimed contributor to the advertising industry. The "manifesto" notably lacks references to specific principles of behavior. In 1913, Watson viewed Ivan Pavlov's conditioned reflex as primarily a physiological mechanism controlling glandular secretions. He had already rejected Edward L. Thorndike's "Law of Effect" (a precursor to B. F. Skinner's principle of reinforcement) due to what Watson believed were unnecessary subjective elements. It was not until 1916 that Watson would recognize the more general significance of Pavlov's formulation and make it the subject of his presidential address to the American Psychological Association. The lack of a specific mechanism of behavior caused Watson's colleagues to dismiss "Psychology as the Behaviorist Views It" as philosophical speculation without much foundation. The article only became well-known to psychologists generally after it started to be widely cited in introductory psychology textbooks in the 1950s. The article is also notable for its strong defense of the objective scientific status of applied psychology, which at the time was considered to be much inferior to the established structuralist experimental psychology.