Advertising Psychology

Author: Scott
Publisher:
Publish Date: 2004-01-01
Features: Dr. Walter D. Scott: Applied psychologist and educational administrative expert. He served as the president of Northwestern University and is widely recognized as the father of industrial and commercial psychology. His career spanned academia, business, and military service, making him a public figure of his time. Scott was born into a farming family in Illinois. His mother felt that there were limited opportunities for work on the farm and decided to pursue a career in teaching, so he entered Illinois Normal University. After graduation, he joined Northwestern University and studied philosophy under the guidance of Professor George A. Cole, an experience that sparked his interest in the human mind. He then went to Leipzig to study psychology under the supervision of Professor Wilhelm Wundt and obtained his doctorate in psychology. Upon returning to Northwestern University, he began working in psychological experimentation and was granted a professorship. He continuously lectured to business groups on advertising and business psychology, becoming one of the pioneers in applying psychology to advertising and serving as a professor of advertising in the newly established business school at Northwestern University. He also researched how to use psychological methods for personnel selection. Later, he left Northwestern University to join the Carnegie Institute of Technology, becoming the world's first professor of applied psychology. He then published several textbooks on business psychology, founded Scott Company, and served 45 companies. Throughout his life, he authored best-selling classics such as Efficiency—12 Ways to Improve Work Performance and Psychology of Advertising, establishing his pioneering status in the fields of industrial and commercial psychology and advertising.