Review of Psychology in Advertising

Abstract

Reviews the book, Psychology in Advertising by Albert T. Poffenberger (1925). In its general outline the book follows the standard introductory textbooks in psychology. The first chapter presents the psychological attitude toward advertising. Chapters II to VI discuss the appeal, methods of measuring the strength of appeals and desire. Following these are chapters devoted to attention (five chapters), perception, comprehension, feeling (five chapters), memory and association (three chapters), belief and conviction, suggestion, and individual differences. One-fourth of the book is devoted to attention. This is justifiable in Poffenberger's case because psychologists have actually produced more on this topic than any other. Whether the original writers were well advised is another question. (PsycInfo Database Record (c) 2025 APA, all rights reserved)