The Journal Of Applied Psychology 1923 Vol 7 Classic Reprint

Excerpt from The Journal of Applied Psychology, 1923, Vol. 7 A reader of the literature dealing with the Psychology of Ad vertising finds numerous articles written upon the effectiveness of various mechanical devices, the attention and memory value of size of space and the position on the page, the in uence of color, style of type and its arrangement, the effectiveness of repeating the advertisement, etc. The problem of arousing the confidence of the consumer in the article advertised, the condi tions on which it depends, how belief in advertisements may be created and how it may be measured have been very, lightly touched in experimental studies. The importance of these mat ters is emphasized in every textbook on advertising. The fact that the American people are each year induced to squander many millions of dollars in worthless securities through the medium of advertising in some form, and that warnings seem quite ineffective in protecting them, makes one curious about the basis of belief in advertising. It is not enough to say that the American people like to be fooled and that there is no scheme too wild to arouse the confidence of a large proportion of them. The advertiser should know that action is dependent upon belief and that belief in advertising depends upon conditions, some of which at least are under his control. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works."