warn that some of the "compulsive inducements" such as the switch, the spiked collar and the forced compliance are unnecessarily harsh for today's pet dogs, the basic principles of Most's methods are still used in police and military settings. Marian Breland Bailey played a major role in developing empirically validated and humane animal training methods and in promoting their widespread implementation. Marian was a graduate student under B.F. Skinner. Her first husband Keller Breland also came to study with Skinner and they collaborated with him, training pigeons to guide bombs. The Brelands saw the commercial possibilities of operant training, founding Animal Behavior Enterprises (ABE). In 1955, they opened the "I.Q. Zoo" as both a training facility and a showcase of trained animals. They were among the first to use trained animals in television commercials, and the first to train dolphins and whales as entertainment, as well as for the navy. Keller died in 1965, and in 1976 Marian married Bob Bailey, who had been director of marine mammal training for the navy. They pioneered the use of the clicker as a conditioned reinforcer for training animals at a distance. ABE went on to train thousands of animals of more than 140 species. Their work had significant public exposure through press coverage of ABE-trained animals, bringing the principles of behavior analysis and operant conditioning to a wide audience. Konrad Lorenz, an Austrian scientist who is regarded as developing the foundations of ethological research, further popularized animal behaviorism with his books, Man Meets Dog and King Solomon's Ring. Lorenz stated that there were three essential commands to teach a dog: "lie down" (stay where you are), "basket" (go over there) and "heel" (come with me). In 1935, the American Kennel Club began obedience trials, and in the following years popular magazines raised public awareness of the benefits of having a trained pet dog, and of the recreational possibilities of dog training as a hobby. After WWII, the increasing complexities of suburban living demanded that for a pet dog's own protection and its owner's convenience, the dog should be obedient. William Koehler had served as principal trainer at the War Dog Training Center, in California, and after the war became chief trainer for the Orange Empire Dog Club—at the time, the largest dog club in the United States—instructor for a number of breed clubs, and a dog trainer for the Walt Disney Studios.