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How often have you seen a teeth-whitening ad that shows the person with bright, white teeth as more attractive — sexier even? Or viewed an ad for a green cleaning product that made you fearful that using a chemical product would harm your kids? For these common advertising ploys, you can thank John B. Watson, the founder of behaviorism here in America.
After getting fired from his academic post at Johns Hopkins, Watson began working for one of the biggest advertising agencies in New York City, J. Walter Thompson. He was dismissed for his scandalous divorce. Short story: He fell in love with a graduate student while he was married to a woman who was one of his undergraduate students 17 years earlier.
He believed that in order for advertising to be effective, it should appeal to three innate emotions: love, fear and rage. Watson also believed in doing market research, which meant that he applied objective, scientific approaches to advertising. For instance, according to C. And, as stated above, Watson promoted the use of celebrity endorsements. The first psychologist to work in advertising was Harlow Gale, though he played a minor role. In , he sent a questionnaire to businesses in Minnesota inquiring about their perspectives on advertising and their practices.
Advertising firms would later change their tune, eventually teaming up with psychologists, as evidenced above with Watson. Gale discontinued his advertising work. Interestingly, he asserted that people were highly suggestible and obedient.
Check out this article by Scott on the psychology of advertising in Atlantic Magazine! In addition to proposing this paradigm, Hollingworth pursued its testing.