B. f. skinner"s work with animal through changing their behaviour based on a reward (without punishment) idea is called operant conditioning and which it is applied to people it is called behaviour modification. Learning an enduring change in behaviour that results from experience. Associations that we develop (e. g. dentist=pain, working=money) are developed through a process called conditioning in which environment stimuli and some sort of behavioural response become connected. Classical conditioning -when we learn that two types of events go together e. g. walking in rain=get wet. Operant condition -when we learn that a behaviour leads to a particular outcome e. g. studying=better grades. There are other types of learning e. g. observational learning etc. John b. watson criticized freudian theories (which placed emphasis on verbal report techniques such as dream analysis and free association). He argued that freudian theory was unscientific and meaningless and that psychological study should be focused on things that can be directly observed (e. g. mental state).