Behaviorism is mostly associated with the school in psychology that was founded by J. B. Watson in 1913 with an epochal article ‘Psychology as the behaviorist views it’. Watson’s straightforward introduction of this anti-mentalistic approach was so convincing that it soon developed into the major movement within American psychology, certainly for the first half of the century and even into the fifties. In the sixties, behaviorism was increasingly challenged by cognitivism which became the dominant orientation in the seventies.