That unexplored world was the mechanics of the human brain. Pavlov had noticed, in his research on the digestive system of dogs, that they drooled as soon as they saw the white lab coats of the people who fed them. They didn’t need to see, let alone taste, the food in order to react physically. Dogs naturally drooled when fed: that was, in Pavlov’s terms, an “unconditional” reflex. When they drooled in response to a sight or sound that was associated with food by mere happenstance, a “conditional reflex” (to a “conditional stimulus”) had been created. Pavlov had formulated a basic psychological principle—one that also applied to human beings—and discovered an objective way to measure how it worked.