Review of Psychology for Advertisers

Abstract

Reviews the book, Psychology for Advertisers by D. B. Lucas and C. E. Benson (see record 1931-00656-000 ). The writers have attempted to outline psychological principles which can be of help to advertisers. As such they disclaim trying to tell how to construct advertisements, this field they leave to texts on economic aspects. Accordingly, a large share of the book is devoted to analysis of motives and appeals which may be used to stimulate the customer to purchase, which is of course the final aim of advertising. The authors are to be particularly congratulated for this emphasis and even more so on the method of treating the problems arising. All in all, the book is one of the best of recent years, and the reviewer feels that it has by far the best treatment of human nature, both in topics selected and in discussion. Several of the chapters could be read with profit by students taking elementary courses, entirely apart from reference to advertising. (PsycInfo Database Record (c) 2025 APA, all rights reserved)