Nathanson, Yale; Twitmyer, Edward M.
June 1934
Journal of Applied Psychology;Jun34, Vol. 18 Issue 3, p319
Academic Journal
A 1933 study on the psychological analysis of advertising is presented. The findings show that effective advertising to be economically wise should appeal to both male and female audience regardless of the sex of the ultimate buyer. While price alone of the item is not the prime determinant of purchasing decision, merchandising and price appeal are decisive where the buyer has limited amount of money. Academic interest is aroused by the type of merchandising because being highly descriptive, it stimulates the working of the verbal processes.


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