The Behavior of Broadus at Sacred Fools Theater

This incredible, sort-of-true story centers on Dr. John Broadus Watson, the father of Behaviorism and modern advertising. Famous for his "Little Albert" experiment in which a baby was conditioned to fear things he had previously loved, Dr. Broadus lost his job at John Hopkins after an affair with a lab assistant. He then applied his behavioral methods to the world of advertising and forever changed the world. Over 10 years in the making, the hilarious musical comes from the comedy writing team Burglars of Hamm and was completed with a commission from the Center Theatre Group and a Kickstarter funding campaign. You'll laugh, you'll cry, but it's probably all just emotional conditioning.