Citation

Connecting Science to Advertising: How John B. Watson Laid the Foundation of Behavioral Targeting

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

Behaviorism as defined in 1913 by John B. Watson was a science that used repeated, observable human activity to develop hypotheses that would eventually predict and control responses. Through repeated experiments, Watson developed a thorough knowledge of what he defined as base human reactions. Stanley Resor, then president of J. Walter Thompson Agency, hired Watson to promote a partnership between advertising and science, and the subsequent 15 years of Watson’s career included some notable scientific contributions. This historical study shows that though these outcomes may not have provided many measurable positive results, they set into motion industry-wide change that continued to develop until the present. The study also argues that though behavioristic principles may not have found solid footing in a mass media environment, the current networked communication state provides much more fertile ground for analyzing message receivers and eliciting desired responses.

Most Common Document Word Stems:

watson (115), advertis (97), p (71), behavior (69), scienc (59), jwt (50), public (41), messag (39), consum (39), collect (36), john (34), compani (33), connect (32), univers (32), j (32), use (31), thompson (30), walter (30), brand (28), human (27), book (25),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p744586_index.html
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MLA Citation:

Bartholomew, Abigail. and Hachtmann, Frauke. "Connecting Science to Advertising: How John B. Watson Laid the Foundation of Behavioral Targeting" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p744586_index.html>

APA Citation:

Bartholomew, A. and Hachtmann, F. , 2014-08-06 "Connecting Science to Advertising: How John B. Watson Laid the Foundation of Behavioral Targeting" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <APPLICATION/PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p744586_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Behaviorism as defined in 1913 by John B. Watson was a science that used repeated, observable human activity to develop hypotheses that would eventually predict and control responses. Through repeated experiments, Watson developed a thorough knowledge of what he defined as base human reactions. Stanley Resor, then president of J. Walter Thompson Agency, hired Watson to promote a partnership between advertising and science, and the subsequent 15 years of Watson’s career included some notable scientific contributions. This historical study shows that though these outcomes may not have provided many measurable positive results, they set into motion industry-wide change that continued to develop until the present. The study also argues that though behavioristic principles may not have found solid footing in a mass media environment, the current networked communication state provides much more fertile ground for analyzing message receivers and eliciting desired responses.


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