The concept of suggestion in the early history of advertising psychology

Bibliographic Data

ID4004891
AuthorsDavid P Kuna (Thomas College, corresponding author)
Year1976
Volume12
Issue4
Pages347-353
Publication date1976-10-01
Open AccessYes
TypeARTICLE
VenueJournal of the History of the Behavioral Sciences (JOURNAL)
Journal identifiersISSN: 0022-5061 • E-ISSN: 1520-6696
PublisherWiley (PUBLISHER • GB)
DOI10.1002/1520-6696(197610)12:4<347::aid-jhbs2300120406>3.0.co;2-m
PMID797711
OpenAlexW2049766772
LanguageEN
Citations received8

As early as 1896, experimental psychologists began studying the mental processes involved in advertising. The first psychological theory of advertising maintained, in effect, that the consumer was a nonrational, suggestible creature under the hypnotic influence of the advertising copywriter. Walter Dill Scott was the major proponent of this theory, and it was largely through his writings that advertising men learned about the psychology of suggestion. Scott's theory was consistent with a growing trend in the advertising profession toward viewing consumer behavior as irrational. Scott's efforts might also be viewed as part of the trend in the advertising profession toward seeking a scientific basis for copywriting theory and practice.

Advertising · Consumer behaviour · Irrational number · Consumer Behavior in Brand Consumption and Identification · Creativity in Education and Neuroscience · Management and Marketing Education · Psychology · Social Psychology

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