Wolfgang Köhler's concept — demonstrated through chimpanzee experiments — that problem-solving can occur through sudden perceptual reorganization (insight) rather than incremental trial-and-error.
Against trial-and-error (Thorndike): Thorndike's cats learned by stamping in successful responses through gradual reward. Köhler's Sultan (a chimpanzee): faced with a banana out of reach, Sultan suddenly connected two short sticks to make one long one — insight as sudden perceptual restructuring. Insight is holistic: the problem is suddenly seen differently, the solution appearing 'in a flash.' Gestalt principle: insight involves grasping the structural relations in the problem. Contributed to the cognitive revolution against behaviorism.
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