John B. Watson
With a different spelling, the word was used by the English psychologist Charles Arthur Mercier (in 1911), and proposed by Knight Dunlap to John B. Watson as a better name for his behaviorism. Watson rejected it. But the Chinese physiologist of behavior, Zing-Yang Kuo (b. 1898) adopted the term in 1935. It was also used by William McDougall (in 1928 and later).