Stephany & Brianna

Walter D. Scott was the first business psychologist. In the year 1900 he earned his doctorate with William Wundt. He spent his career working on industrial/organization psychology and for this reason he is know to be the founder of this area of psychology in America. He spent time working at Northwestern University as an assistant professor.

At this point in his career, the head of the leading advertising agency, John Mahin, approached him. Mahin strived to publish an advertising magazine and wanted Scott to write a 12 article series on the psychology of advertising. He agreed and collected 12 of his articles and combined them to publish his first book in 1903 called The Theory of Advertising. In 1908, he wrote another magazine series of 21 articles, which he then used to publish his second book which he called The Psychology of Advertising. He wrote articles on perception, suggestion, mental imagery, illusions and the value of returning coupons even though he had no experience in the advertising field. Scott justified his lack of experience by explaining that as a psychologist he was knowledgeable and "trained in experimental methods" that can be essential in advertising. These specific concepts that Scott thought to be important in advertising consist of perception, learning, attention, motivation, emotion, and memory.

Because of his great success and work in his articles, Mahin and others promoted him to become the leading psychologist on advertisement. Through his work he developed a theory that consumers can be and are suggestible, that a person can be influenced easily. Thus, coming up with two advertising methods. One method is called direct command, which consists of using words, such as “use” or “get”, that are direct, in headlines. Using words that are straightforward to the consumer was believed to be compelling because they are action words, so that the consumer would take action. Similar to the direct command method, the direct coupon was also compelling because of its direct action. The consumer would have to take the coupon, fill it out, and send it to the designated location. An additional method was the mental imagery. This method consisted of a description of the product was so detailed and specific that the consumer can feel, taste, touch, see, or hear it. For example, advertising for a musical instrument enough that the consumer can hear the sound of that instrument in their head, allowing them to imagine what they could buy. These methods could inspire consumers to purchase the product that is being advertised.

Benjamin, Ludy T. "The Birth of the New Applied Psychology in America." Introduction. A Brief History of Modern Psychology. 2nd ed. Malden, MA: Blackwell Pub., 2007. 107-08. Print.

2. Timeline: 1902 – Walter Dill Scott first psychologist to actually collaborate with business and founder of the field Industrial Psychology.

3.

This is Dover Castle. The picture was taken on Henry II’s Great Tower, over looking Church of St Mary-in-Castro, Roman Pharos, and the Port of Dover. (7/11/15)

Link To Dover Castle: http://www.english-heritage.org.uk/visit/places/dover-castle/