Review of Psychology for Advertisers

Abstract

Reviews the book, Psychology for Advertisers by D. B. Lucas and C. E. Benson (1930). Many textbooks of advertising psychology have been either compendiums of experimental results, or books on the mechanics of advertising with a little psychology thrown in for good measure. This text falls into neither of these classes probably because its authors bring to the task a knowledge of practical advertising and of experimental psychology. In the introduction they say, "the aim of the book is to present the theoretical, though scientifically supported, psychological aspects of advertising. They have succeeded commendably. (PsycInfo Database Record (c) 2025 APA, all rights reserved)