Part 2 (1/2)

In our explanation of ”complex” formation we necessarily cited instances that illustrate this principle as well, since _recall is merely a reverse operation from that involved in ”co” Ah a book I coes At once the s into consciousness and becomes the subject of ree where we last met This recalls the fact that a railroad was at the time under process of construction, which should transforeststrip to the seashore, and I am reminded of a business appointment on which my ability to leave town on the appointed day depends And so on indefinitely

Far the greater part of your successive states of consciousness, or even of your ordinary ”thinking,” coested” one by another If the associated pictures are of the everyday type, common to everyone, you have a prosaic mind; if, on the other hand, the associations are unusual or unique, you are happily possessed of wit and fancy

[Sidenote: _The Reverse of Complex Formation_]

These instances of the action of the Law of Recall illustrate but one phase of its activity They show si of soroup” in consciousness is apt to be automatically followed by the others But the law of association goes deeper than this It enters into the activity of every individual group, and causes all the eleroup, ideas, emotions and impulses to muscular movements, to be simultaneously manifested_

[Sidenote: _Prolixity and Terseness_]

There is no principle to which we shall more continually refer than this one Our explanation of hay fever a

Get the principle clearly in your mind, and see how many instances of its operation you can yourself supply fro together of groups of ideas is concerned, this classifying quality is developed in soree than in others It finds its extreme exemplar in the type ofall the prolix andfar froested idea

[Sidenote: _The Law of Contiguity_]

Law II _Similarity and nearness in tiht of one to tend to recall the thought of the other_

This is the associative Law of Contiguity considered frouity are different for different individuals Similarities and nearnesses will awaken all sorts of associated groups of ideas in one person that are not at all excitable in the same way in another whose experiences have been different

Law III _The greater the frequency and intensity of any given experience, the greater the ease and likelihood of its reproduction and recall_

[Sidenote: _Laws of Habit and Intensity_]

This explains why certain groups in any complex are more readily recalled than others--why some leap forth unbidden, why some come next and before others, why some arrive but tardily or not at all

This is how the associative Laws of Habit and Intensity affect the power of recall

[Sidenote: _Applications to Advertising_]

There is no department of business to which the application of these Laws of Recall is so apparent as the depart The most carefully worded and best-illustrated advertise principles of choice of position, selection of medium and size of space are understood The advertisers in e circulation are the ones who have most at stake But whatever the field to be reached, it is well to bear in mind certain facts based on the Laws of Recall that have been established by psychological experieneral idea that certain relative positions on the newspaper or e are to be preferred over others, but they have no conception of the real differences in relative recall value

When the great cost of space in large publications is considered the financial value of such knowledge is evident

By a great number of tests the relative recall value of every part of the newspaper page has been approxiiven space at the upper right-hand corner of the page has more than twice the value of the same amount of space in the lower left-hand corner

[Sidenote: _Effect of Repetitions_]

Many advertisers adopt the policy of repeating full-page advertise in a small way continually

Laboratory tests have shown, on the contrary, that a quarter-page advertise in four successive issues of a newspaper is fifty per centonly once It does not folloever, that an eighth-page advertisely more effective; for below a certain relative size the value of an advertisement decreases muchconditions, such as special sales of department stores, where occasional displays and announcees, or even double pages, but the great bulk of advertising is not of this character