* Albert initially liked the white, fluffy rat, but by repeatedly pairing it with a loud noise, Watson and Rayner taught Albert to cry when he saw the rat.
* Loud noise is the US because it elicits the involuntary, natural response of fear (UR).
* Rat is a neutral stimulus that becomes the CS, and the CR is crying in response to presentation of the rat alone.
* Albert also generalized, crying in response to a white rabbit, a man’s white beard, etc.