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Cumulative Record. Chapter 11: Reinforcement Today. Quote 4

In 1943 Keller Breland, Norman Guttman, and I were working on a wartime project sponsored by General Mills, Inc . . . The result [of shaping ball swiping in a pigeon] amazed us . . . The spectacle so impressed Keller Breland that he gave up a promising career in psychology and went into the commercial production of behavior. (pp. 165-166)