science & advertising: john b. watson's influence
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Abby Bartholomew, M.A. �Frauke Hachtmann, Ph.D.�University of Nebraska-Lincoln�
BEHAVIORISM �
“A science that uses repeated, observable human actvity to develop hypotheses that will eventually
predict and control responses.” �(John B. Watson) �
2014 AEJMC Annual Convention | Montreal, Canada�
PURPOSE �
1. To explore how a scientist started to apply his theories of behaviorism to a growing consumer-driven environment in the early twentieth century.�
2. To compare how the concepts of behaviorism are applied to advertising practice today. �
2014 AEJMC Annual Convention | Montreal, Canada�
SOURCE �
J. Walter Thompson Company Archives �John Hartman Center for Sales, Advertising, and Marketing History�Special Collections Library�Duke University�
2014 AEJMC Annual Convention | Montreal, Canada�
THE DEVELOPMENT OF BEHAVIORISM �
• observable activity as predictor of actions�• experiments on infants: Baby Albert �• conditioning and unconditioning �• pragmatic/applied behaviorism�
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J. WALTER THOMPSON �
2014 AEJMC Annual Convention | Montreal, Canada�
• Stanley B. Resor, president, believed that human nature is largely predictable�
• Accountability to clients�• Integration of research into advertising best
practices�
�“I began to learn that it can be just as thrilling to watch the growth of a sales curve […] as to watch the learning curve of animals and men.” (John B. Watson) �
J. WALTER THOMPSON �
2014 AEJMC Annual Convention | Montreal, Canada�
• Branded radio broadcasts: toothpaste�• Power of brand loyalty: cigarettes�• Brand impage/personality: coffee�• Fear appeal: toilet paper �
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THEN AND NOW �
2014 AEJMC Annual Convention | Montreal, Canada�
• Branding�• Human resources�• Public relations�• Networked communications�• Measurement and analytics�
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