Behavioral Science was studied predominately in the early 1900s. One of the pioneers of the study is John B Watson. He started teaching as a professor of psychology at Johns Hopkins University in 1908. In 1915 he spend as the president of the American Psychological Association (APA). Some of his methods in studying behavioral science have been awkward. One of these instances was the "Little Albert" experiment. This investigation was to condition a child to fear a white rat. The fear also converts to other furry white things. This was done by associating the article with a loud clanging noise. A point that drew controversy is that the child was never de-conditioned. In 1957 he collect the APA's Award for Distinguished Scientific Contributions.In 2009, behavioral scientists manage a report on loss aversion (Gächter et al., 2009). The research concluded that the pain of losing is psychologically twice as powerful as the pleasure of achieving. Behavioral scientists use loss aversion now in studying human behavior. It has helped show why in some instances penalty frames are more fruitful than reward frames in inspiring human behavior.