This document discusses functionalistic and associationistic theories of learning proposed by Ivan Pavlov and B.F. Skinner. It introduces Pavlov's theory of classical conditioning and concepts like unconditioned stimulus, unconditioned response, conditioned response and conditioned stimulus. It also introduces Skinner's theory of operant conditioning and concepts like reinforcement, punishment, and reinforcement schedules. The document analyzes how Pavlov and Skinner's ideas are still relevant today, such as in explaining addiction and the effects of television advertising.