Use of psychology for promotion
"The competent advertising man must understand
psychology. The more he knows about it the better. He must learn
that certain effects lead to certain reactions, and use that
knowledge to increase results and avoid mistakes.
Human nature is perpetual. In most respects it is the same today
as in the time of Caesar. So the principals of psychology are
fixed and enduring."
- Hopkins (1923)
The discoveries of psychology that can be used in promotion include:
Psychological set (expectations)
There is a great deal in mental impression. Submit five articles exactly alike and five people may choose one of them. But point out in one some qualities to notice and everyone will find them. The five people then will all choose the same article.
If people can be made sick or well by mental impressions,
they can be made to favor a certain brand in that way. And that,
on some lines, is the only way to win them."
- Hopkins (1923)