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William A. Shryer, scientific advertising, habits and motivation research

William A. Shryer, scientific advertising, habits and motivation research This paper examines a neglected stream of literature in marketing theory which engaged with the idea that there was more to consumer behavior than conscious and rational thought.Design/methodology/approachThis is a close reading of the core themes that appear in William A. Shryer’s work. Linkages are made to other pertinent sources.FindingsWe extend McMahon’s (1972) study and offer a different reading of Shryer’s writing to that proffered in recent commentary by Tadajewski (2019), focusing on the managerial side of Shryer’s publications, connecting this to the theoretically innovative foundations based on normal and abnormal psychology. We respond to the suggestion proposed by McMahon (1972) that Shryer was an early pioneer of motivation research, largely in the affirmative.Originality/valueWe provide an alternative interpretation of Shryer’s writing, connecting this to an emergent “advertising science” and subsequently to contemporary strands of literature that have a “family resemblance” to his contributions. These include salient aspects of motivation research; crowd and habitual behavior; mindlessness and social cognition; and finally, empirical examinations of cumulative value theory. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

William A. Shryer, scientific advertising, habits and motivation research

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1755-750X
DOI
10.1108/jhrm-10-2019-0037
Publisher site
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Abstract

This paper examines a neglected stream of literature in marketing theory which engaged with the idea that there was more to consumer behavior than conscious and rational thought.Design/methodology/approachThis is a close reading of the core themes that appear in William A. Shryer’s work. Linkages are made to other pertinent sources.FindingsWe extend McMahon’s (1972) study and offer a different reading of Shryer’s writing to that proffered in recent commentary by Tadajewski (2019), focusing on the managerial side of Shryer’s publications, connecting this to the theoretically innovative foundations based on normal and abnormal psychology. We respond to the suggestion proposed by McMahon (1972) that Shryer was an early pioneer of motivation research, largely in the affirmative.Originality/valueWe provide an alternative interpretation of Shryer’s writing, connecting this to an emergent “advertising science” and subsequently to contemporary strands of literature that have a “family resemblance” to his contributions. These include salient aspects of motivation research; crowd and habitual behavior; mindlessness and social cognition; and finally, empirical examinations of cumulative value theory.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Jul 7, 2020

Keywords: History of marketing theory; history of marketing thought; history of advertising; subconscious; emotion.

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