hermann ebbinghaus

• first to conduct rigorous experimental studies on human memory
• believed psychology isn't as soft of a science as we assumed
• believed that we can be broken up into an algorithm
• interested in memory as well as forgetting (retention curve)
• extinction can happen in phases
• he was his only patient LOL

subject bias the influence a subject's prior knowledge or expectations can have (consciously or unconsciously) on the outcome of an experiment

experimenter bias the influence of an experimenter's prior knowledge or expectations (consciously or unconsciously) on the outcome of an experiment

review

• placebo effect