P RE FA C E vii
used. An d si nc e o ur obj ec tive p sych ologi cal
n ome ncl a tu re i s no t cl ut tere d with spiri ti s tic
c onnota ti on s, th e aim o f b eing scien tifi c a n d
at t h e sa m e tim e understa ndabl e i s m ore easily
a chieve d.
Gra teful ackn owl edgm e n ts a re due to J. B.
Lippi nc ot t Comp any fo r p ermissi on to u se
c ertai n pa ssa ge s an d c uts from th e a utho r’s
“ Ma nual fo r th e S tudy o f th e P sych ol ogy o f
Adverti sin g a nd S elling, wi th which thi s
m ay b e used a s a tex t ; to th e e dito r of The
S cientific M o nthly fo r p e rmissio n to repri nt
p ortion s of Ch apt e r! I I I ; to th e e di t or o f
Western A dvertising fo r p ermi ssion to re
p rin t p ortion s o f Ch ap te r V ; to P rofesso r
W. F. B ook fo r readin g th e m anusc rip t a nd
m aking h elpful sugges tion s ; a n d to th e ma ny
stu de nt s a t Th e Unive rsi ty o f Chica go a nd
a t Indiana Unive rsi ty, who by th ei r ke en
interest a nd th ei r scientific zeal h ave stimu
la te d th e au th o r to p rosec ut e hi s quest toward s
a scien tific app roac h to th e min d o f th e b uye r.
H. D. K.June, (^1921).