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HA R RY D E! TE R K I T S O N, P H D . .
OF A A
P S Y CH OLOGY . IN D I N U NIVER SITY
mmmm
T H E M A C M I LL A N C O M PA N Y
1 9 22
A ll rig h ts r es er ved
PR I N TE D I N TH E U N ITED S TA TES OF AM ER I C A
C OPY R IGH T , 1 9 21
B Y TH E M ACM IL LAN C OM P A N Y
Se t up a n d e l e c t r o t y p e d . P u b l x s h e d S ep t e mb er , 1 9 2 1
P R EF A CE
H D K
. . .
J u ne , 1 92 1 .
CONT E NT S
I N T RO D U C TI O N
CH APTER
I TH E S TR E A M or T H O U GH T IN T H E S AL E
S TA G E ON EA T T E N TI O N
II I M P O R T A N T F A C T OR S IN A T TR A C T I N G A TT E N
T IO N
III T H E IN F L U E N C E or R E P E T I T I ON
IV S E LLI N G To T H E C O LL E C T I VE B U Y ER
S TA G E TW O I N T E R E S T
V H ow To A R O U S E IN T E R E S T I N A C O M M OD I T Y
VI G OO D F EE LI N G A R E QU I S I T E
V II T H E I M A GI N A T ION OF T HE B UY ER
S T A G E T H R E E D E S I R E
V II I D E SIR E
S TAG E F OW CON F I D E N CE
I! CON F I D E N C E AND G OO D W I LL
S T A G E F I V E D E C I S I O N A ND A C TI O N
! T H E P O W ER OF R E A SON
! I I N S T I N C T IV E F A C T OR S
ix
x C ON TE NT S
CH A P TER
! II S U GGE S T I ON IN T H E S A LE
! III TH E P S Y C H O L O GI C A L M OM E N T
S TAG E S I! S A TI SF A C TI ON
! IV S AT I S F A C TI ON T H E G O A L
B I B LI O G RAP H Y
I ND E ! 0 m 0 I ')
L
I N T R OD U C T I ON
C H A P T E R ONE
TH E S T REA M OF T H OU G H T I N TH E S A LE
3
4 THE M I N D OF THE B UYE R
common to inuenc e the mind o f the b u yer .
Attention
Interest
Desire
C ondenc e
D eci sion and Ac tion
S atisfac tion
S ta I
F I G. 1 . The tr eam
s tho ught in a sa le
o f .
(Re p d d b y ki d p mi i
ro uc e n er ss o n o f J B Lipp in t t C mp y f m th
co o an ro e
th M nu l f S t dy P y h l gy ti i g
,
f Ad
.
th f th
au or s a a or e u o e s c o o o v er s n
nd S ll i g
a )
e n
purcha s e of an article .
F IG . 9 . C ross -
se ct i on o f s tre a m of thought .
p d
(Re ro uc e d by kin d p ermiss io n of J B iL pp
inc o tt p y f m th
Co m a n ro e
Ma nua l tudy y l y Ad t i g
,
tho r s
. .
fo r t h e S o f t h e P s c h o og of
au v er i s n
a nd
bodily conduct .
or con s ciou sne ss .Thi s deniti on endure s
beha v i or (
. Some extremist s have g one so
far a s to leave o u t the word c on s ciou s ne ss and
call it th e sc i ence o f
Th i s d eni
tion , th ou gh not vitally obj ecti onable to m ost
psychologists o f to day nevertheless carri es
-
2 . We mu s t r ec o r d o u r measures We.
ea r s to b e sho rt e r th an t h v e rt i c a l o ne T h ere is
p e . a
ycholo i c a l f a ct a t t h e botto m o f th i s n a me ly th a t t he
p s g : ,
a r e n t l e n gth o f a li ne de p en d s to s ome d e gr ee u o n it s
a
pp p
p o s it i o.n T h i s m uch i s e v i d e nt fro m c a su a l ob se rv a t i o n .
B ut to h a v e a s cie nt ic st a te ment o f t he fa ct w e mu st s t a te
h o w m uc h e ff ec t is p roduc e d by c ha ng i n g t h e l i ne fro m
t h e hor iz o nt a l to t he v e rt i c a l p o s i t i o n W e mu s t me a sure
.
t h e e ff e ct a nd s t a t e i t in ma th em a t i c a l t e rms .
I n ord e r to do th is cove r t h e v e rt i c a l l i ne wi th a p i e ce
,
o f p la in a er se tt i n g t h g u i n fro n t of t h y s t
p p , e p a e p e e e a
l ine a s a st a nd a rd dr a w o n a p iece o f p l ai n p ap e r a ve rt i c a l
, ,
14 TH E M I N D OF TH E BUY E R
l i ne whic h a p p e a rs to you t o equ a l the hor iz o nt al l i ne .
y o u j u s t dr e w a nd dr a w a noth e r ; cov e r i t u p a n d dr a w
s u c c es s i ve l i ne s
, c ove r i n g e a ch l i ne as so o n as dr a wn , u nt i l
u h a v e dr a w n t e n
y o .
to our formul a t io n a b o v e .
a
. W e ma de a n ob se rv a t io n s ur r ou nd i n g it with a ll t he
,
c a r e p o ssibl e .
b
. W e rep e a te d t h e ob se rv a t i o n be i n g c a re ful to ma i nt a in
,
c W e a rr a ng e d co nd it io ns s o th a t w e might ob se rv e
me re ly o ne fa ctor a bout th e l inet he e ff e ct o f p o s it i o n u p o n
.
f ec t of p o si t i o n u p o n a p p a r ent th i c k n es s br i ght ne ss e t c
, , .
d
. A ga i n w e a rr a ng e d co n d it io n s s o th a t h a d w e w ishe d
we mi ght h a v e v ar ied o u r o b se rv a t i o ns sl a nt i ng t he l i ne r st
,
a t t hi rty d e gr ee s th e n a t s ix ty
, .
c
. L a s tly w e me a sur e d the e ffe ct s a nd st a t e d our c o n
,
el us i o n in qu a nt i t a t i v e t e rms .
ca se we wi s h t o c orroborate o ur ndings b y
other kinds o f inform ation we may secure ,
F o r exampl e in answering
,
historically
the que stion p ropounded above : Is i t in gen
eral more p rotable t o u s e upper case or -
Another i llustration of th e
histo ric al
method : A number o f rm s de sired t o deter
mine the b e st method of s elec ti ng salesmen .
In empl o yi ng t h e histori cal meth o d w e
ti on .
o f economic
survival of th e tte st .
utilizing the hi storical method is that i f
seller s had studied th e p ractices of their pre
'
copy room , the facto ry , the market any plac e
where human conduc t may be found w i th a
slide rul e under his arm
-
.
R ul e o f t humb v ersus scientic p sych o l o gy
.
I M P OR T A N T FA C T OR S IN A TT RA C TI NG A TT E N TI O N
29
30 TH E M I N D O F THE BUY E R
H e must thru s t it , as i t were , c ompletely into
the middle o f the s tream O nly thus can h e
.
tion .
dis tant days when man s progenitor stalked
i n the j un gles, o ne o f th e mos t important
factors in life was m ovement The ligh te s t .
processes .
t ir el y to a nearby aw in th e p aper .
F IG . 5 .
o l d stuff ,
h e still attend s with seemin gly in
s atiable avidity . The cinema as a s elling
medium has n o t yet come into its own Never .
colored be ads . It i s said that the mail
order houses have found colored catalo g s t o
be very superior to those in black and white .
lar repetition is so importa n t that we shall
use i t as th e ba si s of o u r next chapter .
TH E I NFLU E NC E OF RE P E TITIO N
another factor repeti tion Mere bald , brutal
.
,
.
n o t e ec t an immediate s al e B ut by keeping .
M
Ja I A Ju JI An Se 0 N D
I p
. . L r. ay . . . . . . .
l f l
has evolved .
a nd h a d n o t th e n c e a s e d to b e a fre qu e nt s u b e ct of c o n
j
v e rsa t io n A yo un g w o ma n o f four or v e a nd t we nty
.
,
t he p r i e st s a nd mo nk s o f t h e ne i ghborhood s h e b e c am e
,
if he h a d t aken th i s a dv i c e i n t he p r esent i ns t a nc e Th e .
a nd p sychologis ts vi s i t e d t he to w n a n d cr o s s e x a mi ne d t he
,
-
p hy s i c i a n h o w ev e r
,
d e t er mi ne d to re tr ace h er p as t l i fe s t e
, p
by step ; for the p a ti ent h er self was i nc ap a b l e o f re tur ni ng
a r a t i ona l a n sw e r H e a t le ngth su cce ed ed in d i scove r in g
.
wi t h him so me ye a r s e v en t i ll t he o l d man s d ea th O f th is
,
.
ma n W i t h g re a t d i fc u lty a nd a ft e r mu ch se a rch ou r
.
, ,
a nd to re a d to hi ms e lf wi t h a lo u d vo i c e o ut o f his f a v ori te ,
ni ec e s p os sess i o n S he a dd e d th a t he w a s a v ery l ea r ne d
.
,
ma n a nd a gr ea t H e b r ai st A mo ng t he b ooks we re fo u nd
.
th e G r eek a nd L a t i n F a t h er s ; an d t he p hy si c i a n s u ccee d e d
in i d ent i fy i ng so ma ny p a ss a ge s wi t h th o se t a k en d o w n a t
t he yo un g w oma n s b e d si d e t h a t no d o ub t co ul d r emain in
,
a ny r a t i o na l mi nd co nc e rn i ng t he tr u e or igi n o f th e im
,
-
D e
nit io n o f p ubli c A go od deal o f th e
.
ne s s.
.
,
E asy C hair ,
Th e E ditor s Drawer ; by
th e People ,
C olum n for Workers
Ou r ,
s t it u t e a p sychical family .
3
. S oc iol o gi cal What is th e so c ial level
.
g e n i o u sl y by collecting telephone directori e s
of th e country and ascertaining what per .
centa g e of its subsc r i bers names appeared
therein Thi s di d no t furnish a c omplete de
.
i t gave an indication .
4
.
P sychol o gical Some of th e grea tes t
.
s e n t a t io n
. Thou gh these di fferences are no t
of a nature to be markedly signicant for a d
v e r tising and sellin g ,
they are nevertheless
striking enou gh t o encourage u s to h op e tha t
we may ultimately develop method s th at will
be practically applicable to th e two fol d prob -
l i es the C hicago E v ening P o s t and th e
60 TH E M I N D O F T HE BU YE R
C hicago A mer ic a n From th e editorial , news .
TAB LE I .
. 7
0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0
SE LL I N G T O C O LL E C TIV E B U YE R 61
S ho wi ng pe rc e nt ge o f sent nc e s of v ri ou s l e ngth s in
a e a
C h i g o E v e ni ng P o s t
ca Chic g o A me ic n C en tu ry a nd
,
a r a ,
A me ri c n ma g a z ines
a .
O v e r O ve r O v r O v e r e
1 -
10 10 20 30 40
i
D ff e renc e
Ove r O ve r Ov e r Ov r e Ov re O ve r
50 60 70 80 90 1 00
D i ffe rence
Then we w rapped our full page in V o g ue
i n th e smart ari s tocratic h a u t e a ir e atmos
, ,
of Sherry s .
imitation th e oth er youn g women in her se t
secure some g reen bead s .
F IG . 7 .
Such in epitome , ,
is th e intere s ting story
of fashion in general . T h e reader may apply
72 TH E M I N D OF THE B U YE R
this sc hema to any fashion and may easily
see i ts commercial implications .
H o w TO A RO U S E I N T ERE S T IN A COM M OD IT Y
F ir st l aw o f int erest
. How to create this de
gre e of i nte res t w i thi n the mind o f the h u ver
i s th e question before us The answer may
.
is ; In o r d er to c r ea t e in t er es t in a t hing,
g ie e i nfo r ma t i o n a bo u t it
We may see t h e .
j
e c t s of thou g ht Here
. the advertiser may
begin to appeal t o the acquired inte re st s by
showing how these waterproo f sh oes w i ll save
money and trouble by eliminating th e n eces
s ity o f wearing rubbers Many advertise rs at
.
TA B LE V .
seem s to be innate ly in terms of what i s to
?
be done w ith i t
Facts about pr o cesses o f manufac ture ,
though formerly sec ond in frequency, seem to
have l ost some o f their p opularity likewi s e
,
t ri b u tio ns .
a ri de i n t h e a u to mo b il e, try th e piano
'
A .
his h at p l a c i ng i t o n t h e oor o f t he p i a zz a or o n t he r a i l
,
i f o ne w ere h a nd y U s i ng a set p hras e such a s : M a d am I
.
,
a m h e r e t o s ho w yo u C r i s co t he ne w s ho rt e ni n g he o ff e re d
, ,
her wi t h h is t w o h a nd s a p ai l o f C r i sc o The i ns t a nt t h a t
.
c o u ld no t h a nd b a c k t h e p a il to t he c a nv a sse r . Th e mo st
sh e co ul d do w a s to dro p o r p l a c e i t o n t he oo r Th en
.
th e c o nver sat i o n s ta rt ed
.
HOW T O AR OU S E INTE RE S T 87
g
a
Rid ereect s b bdil yf -
Trr .
a l '
Me n cucu s k
i i
il l a
-
s s ess
r t
s hare his rea
s r ! :
m
.
ey lm i m ! i o i b u
mrl ms Ni u ; ( I a s n il fl
l " i i
rcciigi Fan
'
'
i '
G OOD F E E D BN GKA (R E QU IL
S ITIE 9dl
are , as we say , instinct i ve to be more thor
oughly di scussed in C hap ter X I T ho u gh we .
~
tric di s turb ances oc c ur ma n bei ng a so rt
o f elec tric battery C hemical react i ons oc cur
. .
ability as a composer of straigh t c opy wi th
o ut being a clever humorist In recognition .
c ia te d we say
,
. This becau s e our experi ences
,
o bserye ss bn
l effo l i ke i h a rae ii st io si of diima ges
'
Wieh my in m mw ingx t h e
'
h
t e s l l t l uti ld
l e e a z e x
gaig l s n o l
f
In ; a l io mz a s ias i fa t h o m IH
9 d o f ai x i
D ul l is
ess a ys ?Im ages mayvb esras v arie g a t ed ba s the
'
g nses fl lg ia
dwny n m m: m l q u 5
h b m
'
s it i f n t
p o i u r s g
b y m i i i e m n
'
r os a l s
e e z s f s s t wi ith e
p
'
o r s a c r e s
Eicsspc
ina af
sl e a s ag ei isa risicg s cis i i ccl
m
y C as s i e s itter ki nd s
f
f f
1 ! fi '
x u di ic cy
' '
.
m y
c
m
i ages cci c nci c T he ca ci cs c csi
i
wac
s .
f
es
s id ei a b1 c 1i ss f i ctiticcyf
f 7 f
s diae bccsl c ci
i '
1
aha enti ces ;
" t
i
cpceiany
mass
a w aits sect th icyl ct
fn
i he
rc t ait ef cfre
i
f
.
( B e
13
W8 ll o iifot f
other
l f f
tha v isual aiid a ditory aff ab sent from the
l
f
W
is at the seller will have gr eater
' '
he wishes t o make
1 00 T HE M I N D OF T HE BUY E R
the buyer appreciat e th e glo ries of apples
from th e H ood R iver valley he w ill be able to
a rouse men tal v is io ns of apples m ore ea sily
than mental t a stes , smell s and touches .
3
. Image s may be either clea r or ob scure .
all things with the same words : wonderful ,
grea t bargain
immense savi ng
,
T h ese .
F IG 8
. .
3
. This forwa rd p roj ection o f the buyer s
4
. These trains of image s are pleasa n tly
t oned ( see C hapters VI and VII ) A nd
generally speaking t h e g reate r the pleas a nt
ne s s th e g reater the desire We migh t lay
.
5
. S o vivid are these images , and so allur
i ng, that they l ead th e buyer t o make m ove
ments to w ard the obj ec t abou t wh i ch th ey
center T hese movements are a very i mpor
.
6
. If the rst movement toward an obj ec t
results i n i ts purchase , desire does n o t last
ve ry long U sually h owever , th e rs t move
.
,
7
. T his ob struction is accompanied by nu
114 THE M IN D OF T HE BU YE R
th e blocks t o the buyer s m ovements , the seller
usually employs rea s on , suggestion , and other
mental aids discussed th rough out this book .
serve me .
feeling o f simple reality ; this is a ttached
-
thereness .
( B ain )
primitive credulity .
B ain s ays that
the min d is s o con s ti tuted that i t tends t o
a ccep t as t rue every statement made ( see
pa g e E very impre s sion made upon th e
mind o f a chil d te n ds t o receive c redenc e , and
i s accep ted unle s s i t is o s et by a contrary im
p re s sion N o w in th e mind o f th e child most
.
,
a s one
psychologist ( B al dwin ) puts i t , it devel op s
by a proce s s of testing of though t with ex
t ern a l ity, into th e rened and subs tantial
forc e tha t w e call by such meaningful and
s olemn words a s belief , trust ,
c redit , faith .
gruntled scriptural wri ter, All advertise rs
are liars ; I will no t believe any of them If .
Co n d en ce is st abl e b ut fr ag il e
. One peculiar
i ty about condence is th at after i t has passed
throu gh th e sta ge o f doubt and has secured
the ri gh t to exi st by means o f a long a gree
men t between impres sion ( simple reality
feelings ) and fac t , then i t stands s quare and
solid W e say o f an individual i n whom we
.
my la s t dollar
. A nd thi s solidi ty endures
a s l ong a s th e feeling of reality can att a ch
i tself unimp ede dl y t o the obj ec t B ut le t o n e
.
credulity th e buyer tend s to believe the rs t
S ummary
We h a v e here l a id d o w n the d ie
.
, ,
TH E P OW ER or R EA S ON
s ons ,
h e goe s through four ra ther cl early
marked sta ges In his mental stream we m ay
.
Lo cat io n o f d ifcul t y
. O ur second task i s t o
l oc at e th e di fcul ty by showi ng th e cause o f
such rapid deteriorati on of tires We s hall
.
Pr esent a t i o n o f so l ut io n O ur third ta s k is
.
D urin g thi s s ta g e come th e arguments
wi th which a train o f rea s oning is usually
conducted I t i s a t this stage tha t the buyer
.
Co rr ect so l ut i o n o f t h e d if cult y .B ut we
have reached th e las t step of th e train of rea
s onin g with out noting it explicitly .It is
here tha t th e buyer recognizes that o u r tires
will solve h is p robl em The moment a n
.
h e must study th e buyer s needs beforehand .
salesman migh t well outline a sermone tt e
beforehand ac c ording t o thi s patte rn
P ro b l em : Y o u r t i r es wea r o u t r ap i dly .
L oc at i on a nd d ifculty R im c u t s : -
.
D emo nstr a t i o ns a b c d , , , .
3 . V a r i ou s solut i o ns h a v e b e e n tr i ed
a,
b c d ( The buye r wi l l s ugge st s ome of
, , .
the m up h i ms el f ) .
I N ST I N C T IVE F A C TORS
1 39
1 40 T HE M IN D OF T HE B U Y E R
analy z e this den i tion and poi nt o u t th e c har
a c t eri s tic s o f instinc t i ve ac tion .
ing paragraph :
2 . Th e word series implies n o t merely
e ntr a nc e o f t he s ubt e rr a ne a n g a ll e r i e s e xc a v a t e d by a ki nd
o f mas o n be e . From these ggs t he l a rva e a re h a tche d in
e
t h e c o mp le x p roc e ss c a n i n te lli ge nc e b as e d o n i nd i vi d u a l
,
e a ch in tur n do ne much t he s a me
.
,
d
. It may be quic k ly aroused This fol
.
is t ic feeling .
It s v a lu e in t h e sa l e O ut of thi s discussi on
.
sy s te ms whil e the ideas are bein g wei ghed
,
p roblem p sychologically to induce action .
S ummary We have no w c ompleted our
.
S U GGEST IO N IN TH E S A LE
The next event th e p roduction of muscular
e ffort s is more di fc ult t o describ e and t o
,
F IG . 9 .
a t a time .
suggestion is one c ontaining no or no t
and should be avoided Violations of this law
.
D on t say
sa y is a favori te form .
the slogan A ccep t n o substitute , the r eal
ide a i s A ccep t sub st i tute
. To ne gate it
does no t materially weaken i ts force . The
ph rase really su g gests t o the buyer tha t he
shoul d accep t a substitute
.
Eventually , why n o t no w ?
The adverb even tually implies a verb an d
subj ec t ; in all likelihood :
Y ou will u se G ol d
M edal Flour . This part of th e phrase is not
wholly reprehensible ; ye t it has o ne fa ulty
implication , namely , that the buyer is pr o b
ably going t o delay th e ac t of p urchase It i s
.
?
no t.
The seller ask s ,
Why not What
1 62 THE M IN D OF THE B UY E R
fountain clerk , Give m e a glass of coke .
q u e nc e s mentioned above ,
namely ,
by repeti
tion o f the name coke th e peopl e wh o u sed
the s ugge s tion Ask th e man who owns one
, ,
perf ec t sa tisfaction The reader w ill n d
.
P rince A lbert Tobacc o We m ay pictu r e
.
p l ic i tl y, h owever ,
a good deal i s sa i d The ,
.
C ranky
husbands sometimes exhibit th i s
tendency ; and their wives move them by s u g
g e s t in g the opp osite Obviou sly a. seller does
n o t mee t with this type very frequently , but
w ith success .
A ut o sugg est i o n
-
The last kind of s ugg es
.
moment .A s evidence of the aptne s s of the
term t o cover a m ul ti tude o f si tua ti o ns we nd
i t applied to a ffai rs i n which there is n o psychi
cal factor whatever, s uch as a rain so timed
as t o sa v e a corn crop or t o the erup tion of a
geyse r .
T he r e is a ti de in t he f i rs o f men
af a ,
of co nd enc e in th ei r o wn co u r a ge a nd i t o nl y requi re s a
TH E P S Y C H O L O G I C A L M O M E NT 1 71
a n d g a i ne d t h e d a w i th th i s h a ndful Y o u see th a t t w o
y .
e a ch othe r ; a mo ment o f
p a n i c occur s
, a n d th a t mo me nt m u s t
b e t u r ne d t o a dva nt a g e
. W he n a ma n h a s b een p re sent in
ma ny a ct i o ns he d i st i ngui sh e s th a t mo me nt wi thout d i th
culty ; i t is a s e asy as c a st i ng up a n a dd it i o n .
B ut no t all sales are o f thi s hair trigg er -
nothingness th e about to b e ravaged bank
- - -
the mortga ge on th e hou s e la s t year s unpaid
,
c oal bill all mu s t be for g otten in the over
-
err in t w o w ays in tryin g to force a decision
t o o s oo n before the Idea has ha d time t o
,
d o you prefer ?
or , D o yo u wish immediate
S TAG E S I ! S A T I S F AC T I O N
1 86 T HE M I N D OF T H E BU Y E R
p r o t e e r
n o w ( 1 9 2 0) l ling th e air tem
p o r a r il y preven t u s from sensing th i s more
merciful te ndency of th e seller Neverthele s s
.
2
. Another form of s ubj ectivi sm in th e Ol d
r eg ime was the amount of entertaining and
3
. Other evi dences o f the growing tend
ency toward Obj ectivi sm may be discovered
by c ompa ring the tac tic s o f salesmanship em
ployed during th e two eras The differences
.
I t is t he o nl y na tura l e a sy a nd sp ee dy me th o d for
,
o f mi n d a n d b od y .
I t a b solute ly c u r es i nd i ge st i on sl eep l e ss ness ne rvo u s ex
, ,
h a us ti o n a nd r e v i t al iz es t h e whol e b o d y
.
,
F or i n forma t i o n a ddre ss A L OY S U S B S O G M A N
I . TR N
N ew Y ork C i ty .
a b so
be s t , latest , nest, perfect,
search .
N everthele s s this meth o d has given
SA T I S FA C TION THE G OA L 1 95
p ec t ed t o s e e his v is d o is again To d ay th e
-
-
.
1
i sta nc in g a th er i ng t h e d a t a fo r th i s i n v est i ga
F o r a ss e
t i ei ng I nd i a na U n i v er s i ty
, .
1 96 THE M IND OF THE BU Y E R
trans a ction concluded than another i s begun .
F IG . 11 .
(Re p o du ed
r c by ki nd p rmi
e ss io n of J B Li pp i
nc o tt Co m p y an fro m
th Ma nua l t dy y h olog y
. .
,
t he a u o r
fo r th e S u of the Ps of A d v er
s c
t is mg a nd
elaborate i ni tial i nstr u c ti ons re garding t h e
1 98 T HE M IND OF THE BU Y E R
have treated them a s distinc t trend s we must ,
sellin g methods .
ied i n th e G ol d e n R u l e
.
B OO K S F OR F U R T H E R R EAD I N G
C H A P TER I
AD A M S ,
H E N RY F Adv e rt i s in g a n d I t s M en t a l
. :
La w s N e w Y o rk Th e M a c mil l a n C o
. 1916 ,
.
,
.
C ha p s I I I I ; VI VI I ; X V I
.
- -
.
K I T S O N H A RRY D :
,
M a n u a l fo r th e S t u d y o f A d
.
v e r t is in a n d S el l i n g P h i l a de l p h i a J B L ip
g .
,
. .
in c o tt Co 1 920
p .
, .
P I LL S B U R Y, W . B . : E s sen t i a l s Of P sy c h ol o gy . N ew
Y o rk, T he M a c mi l l a n Co .
,
1 9 2 0, R ev . Ed .
C hap I . .
S H RYER W I LL I A M A : An a l yt i c a l Ad v e rt i s ing
,
. . D e
t r o it B u sin ess S er v i c e C o r p o r a t io n 1 9 1 2
, , .
C H A P TER II
LU C K IE S H ,
M . : La n gu a g e o f C ol o r . N ew Y o rk,
D od d M ea d Co 1918 .
,
.
P I LL S B U RY W B : E ssen t i a l s
, . . o f P sy c h o lo g y , pp .
9 4 1 01 ; C h a p V
-
. .
C H A P TE R III
P I LL SB U RY, W B : . . Es s en t ia l s of P syc ho l o g y , C ha p
t e r s V I VI I I , .
2 04 B I B L IO GR AP HY
C H A P TER IV
F EH LMAN F RA N K : Adv e rt is i ng an d S el l i n g , D e c em
ber, 1 9 1 6 .
M C D O U G A LL W I LL I A M : Th e G ro u p M i n d
, N ew .
Y o rk, G P P u t n a m s C o 1 9 2 0
. . .
, .
R o ss E D W A R D A :
,
S oc i a l P s y c h o l o g y N e w Y o rk
. .
,
Th e M ac mi ll a n C o 1 9 08 C ha p s I V VI .
,
. .
,
.
V E B L E N T H O R S TE I N : T h e T h e o ry o f t he Leis u r e
,
C l a s s N ew Y o rk B W H u eb s ch C ha p s IV
.
,
. . . .
,
VI I .
C H A P TE R V
B ALD W I N JAMES M .H a ndb ook o f P s y c h o lo g y
: .
T w o v o l u me s . N e w Y o rk H e n ry H o l t Co ,
.
,
1 8 9 0, 1 8 9 4 . Vo l . II
pp , . 1 39 1 4 7
-
.
K ITS O N , H A RRY D . : H o w to M a ke Ad v e rt i s e
an
ar
y ,
1921 .
C H A P TER VI
P I LL SB U RY, W B . . : E ssen t i a l s of P s y c ho l o g y .
C ha p s . XI XII , .
WA T S O N J O H N
,
B . : P s y c ho l o gy fro m t h e S t a n dp o i nt
of a B eh a v i o r i s t . P h i l a del p h ia , J . B . L ip p in
c o tt Co .
,
19 19 . Pp . 1 74 1 9 3-
.
C H A P TE R V II
K L I N E,L I N US W : Th e . P s yc h o lo g y of H u mo r .
Amer J o f P sych o l
. . .
, Vo l . X VI I I ,
1 9 07, pp .
4 2 1 44 1 -
.
2 06 B I B L IO G R APH Y
M C D O U GA LL W I LL I A M : A n I n tro du ct io n to
, S oc ia l
P s y c ho l o g y L o n d o n M e th u e n .Co ,
.
, 1 9 08 ,
pp . 1 9, 2 0, 3 1 , 3 2 , 4 4 6 7, -
8 7 1 02
-
.
X .
WA T S O N ,
J O H N B : P s y ch o l o gy . fr o m a B eh a v io r
S t a n dp o i n t C h a p I V
ist s , . .
C H A P TER ! II
C h a p s I I I V VI VI I I
.
, , , .
S I D I S B O R Is : T h e P s yc h o l o g y o f S u gge s t i o n
,
N ew .
Y o rk D Ap p le to n ,
Co . 1 89 8 pp 5 5 5 .
, ,
.
-
.
C H A P TER ! III
J A M E S W I LL I A M : P s y ch o l o g y B rie fe r C o u rs e N e w
, ,
.
Y o rk H en ry H o l t ,
Cc 1 89 3 C ha p XX VI .
,
. . .
,
.
,
S c i e n t i c M o n thl y V o l I X S ep t e mb e r 1 9 1 9 p p ,
.
, , ,
.
2 4 6 2 52 -
.
M C D O U G A LL ,
W I LL I A M : P s yc h o l o gi c a l P sy c h o l o g y .
L o n d o n, J M D en t
. . S o n s, Ltd .
,
1 9 05 . C ha p .
IX .
P I LL SB U RY , W . B . : E ssen t ia l s of P syc h o l o gy , p p .
3 3 8 3 57 -
.
IN D E!
21 0 IN DE X
F a sh i o n , a nd se ll i ng , 72 ; I nvolu nt a ry mov eme nt s , at
c h a r a cter i st i c s o f ,
69 ; ps y c hologi c a l mome nt , 1 79 ;
d e ne d 6 8 , . in fee l i ng 9 0 , .
Fe el in g e x p r e ss i o n s
, of
,
9 0 good in s a l e 8 9 if ;
J a me s, 82 .
in i ns t inct ive a c t io n 1 4 5
, ,
, ,
Judd , 11 .
1 5 0; u np l e a s a nt in d e s ir e , ,
K a l e i do sco p e cro ss se ct i o n
1 1 2 f ; wi th ima g es 1 02 f
-
,
F e hl ma n Fr a nk 6 6 f
, .
of mi nd l ike 3 9 , .
, , .
Ford H e n ry 1 9 7
, , .
L a bor a tory me thod 1 7 , .
Forge tt i ng curve o f 4 7 f , , .
L a ws o f comp e t it io n 1 8 8
, ,
o f s u gg es t i o n 1 5 7 if
Ge ogr a p h i c a l study of buy
, .
in g p ubl i c 5 7 , .
M a gaz i nes 5 5 6 2 6 4 6 7
G old e n R ul e 2 00
.
, , , ,
, .
M a gnitude see E x t e ns ity ,
G ood w ill 1 1 8 f
-
, .
M e d iu ms 1 7 C h a p ,IV , .
Memory i n u e nc e d by r epe
.
,
H o sp it l 8 6 a ,
H u mor 9 3 , . '
, ,
49 .
1 63 ; in vol i t i o n 1 71 ll i n g 40
'
, . in se , .
I de ls 1 8 6
a , . M ove me nt 3 5 in d si re ,
"
e ,
I d e o motor a ct io n 1 5 4 f
-
. . 1 1 1 f ; in s ugge s ti o n 1 54 ; ,
I ma ge a nd fe l ing 1 1 0;
, e , s i mul a t e d 40 , .
c l e a rn es s of 1 00 ; in D e
s ir e 1 1 0; n a tu r e of 97
,
N p ol e o n 1 70
a , .
99,
,
1 00
, ,
N g t i v e s ugg st i o n 1 5 9 f
e a e , .
N ws p a p e r s 5 5 5 9 f
.
I mi t a t i o n , 70 .
e , , .
I mp re ss io n , in bel ie f , 1 2 0; P le as a nt fee l i n g 9 1 f , .
1 85 . P o sit i v e s ugge st io n 1 5 9 , .
I nh e r i t a nc e 31 ; in in , f P r ic e 1 89
, .
s t inc t iv e a ct o
i n, 1 43 . P r imi tiv creduli ty
e s e , e
t
I ns inc i e a tv
n, ct i o
91, 96 C re dul i ty .
a nd ee n , f li g
1 5 0; c a a c h r Ps yc holo gi c a l d i ffe re nc es ,
c a t io n o f, 1 4 7 ; e ne , f d d mome nt 1 69 1 7 7 ; ho w to , ,
m e t 1 79 ; p o int o f
'
1 39 . e ,
t ity
I n ens , 3 1 . V ei w 9 , .
I n e es , c a ssi a n O ,
t r t c t i o f l P sychology e x pe r i me n t in , ,
d d
80, 8 3 , 9 6 ; f
e ne , 77 ; 1 2 ; O ld
nd new c o n a
ho w to rou f ho w c e p t io ns O f rul O f
a se , 7 7 ; 9 ; , e
to ur l w
me a s e, 6 3 ; a s o f, thumb s sc i ent ic 2 3 f
v .
, .
79 f . P ubl ic d e ne d 5 4
, , .
INDE X 21 1
R eal i ty feel i ng o f 1 2 0
, , . S oc i ologi c a l i nvesti g a t io n o f
R ea so n 1 3 1 f ; d a nge rs
, in, buy ing p ubl ic 58 , .
1 36 ; se co nd a ry r Ol e o f, S p c i c w ord s 1 01 f
e , .
1 37 . S t t i s t i c l i nv e st i g a t i o n of
a a
re a so ni ng 1 3 2 ; O f p sycho ,
S t t ist i c s 2 3
a , .
logic a l mo me nt 1 78 f , . S tr a m me nt a l 4 ; a t s t a ge
e , ,
R e p e t i t i o n 4 4 ; d i s tr ibut io n
, of a tt e nt i o n 2 9 ; in d e ,
ch a r a ct eri st ic s o f, 2 3
"
. 1 5 7 if .
S u p e rl t i ve 1 9 1
a , .
S yll bl e s s e W ord s
a , e .
S a l e d e ne d 3
S l e sm n nd a uto
, , .
a a su g ges
, a T r a d e ma rks -
, 1 65 f .
t io n 1 6 7 f ; sel c t io n f
, e o , T ruthful ne ss ,
in a dv e rti s i ng ,
20 . 191 .
S t f ct i o
a is a n, 96 ; a ee in , f l g y
T p e, i n v e st i g t i o n a o f lo we r
1 1 4 ; in co d c
n en e , 1 27 ; c a s e, 1 7 ff .
t he a O se in , 1 8 5
go l f ll g .
Sc i t
en i c me thod, 1 2 if . U co ns c iou s
n , a ct i o n , 1 55 ;
S t c l gth of
e n e n es , en ,
in me memoriz ing , 49 "
.
d iums, 6 1 f .
S e ns a tio n c o e fc ie nt 1 2 3
-
, . V a l u e 1 87 , .
S ell in g forms o f 3
, , . V i s u a l i ma ge s 9 9 , f .
S h a kes p e a r e 1 70 , . V o c a bul a ry 1 02 , .
S hry e r 1 6 , .