HISTORY OF MODERN PSYCHOLOGY 11TH
EDITION EXAM REVIEW TESTED
QUESTIONS WITH 100 PERCENT CORRECT
ANSWERS
◉ Describe the reason why Hollingworth's research on caffeine was
significant.
Answer: Excellent in terms of methodology
One of the earliest studies of psychopharmacology in humans
First research by psychologist for a major corporation
One of the earliest examples of a psychologist testifying as an expert
witness in a trial
◉ By the time psychologists became interested in issues of insanity,
what other discipline already had domain over this area?
Answer: Psychiatry and Neurology
◉ What kind of work did Witmer do at his first psychological clinic?
Answer: Worked with children who had an educational handicap
such as learning and intellectual disabilities
◉ What did Witmer's work allow him to do?
,Answer: Found a journal that is useful for others interesting in
opening a similar clinic or those who wanted evidence of
psychology's utility in the domain of psychological difficulties
◉ What method did Witmer develop that is still used today?
Answer: Clinical method
Team-approach: physician and social worker
◉ How had the emphasis in Witmer's clinic shifted by the 1920's?
Answer: Shifted to studying children of average intelligence and
intellectually gifted children and adults
More interest in intellectually superior child
◉ What did Walter Dill Scott's theory of advertising emphasize
about consumers?
Answer: Consumer was a nonrational, suggestible creature under
influence of advertising writer
◉ What were the two particular advertising techniques Scott used?
Answer: Direct command
Return coupon
Stimulated compulsive obedience
, ◉ What is direct command?
Answer: Headline of an ad
Effective statements because they suggested a particular action
without arousing competing actions
◉ What is a return coupon?
Answer: Suggested a direct action
Cut, fill out, mail in
◉ What did Hollingworth find about his ability to measure the
effectiveness of an advertisement?
Answer: Correlation between the 2 figures was remarkable (.82)
◉ How did Hollingworth measure the effectiveness of an
advertisement?
Answer: He compared the suggestibility of the coupon to the sales it
generated
Tested various coupons without knowledge of sales data. Then he
would send results to the company and ask for their sales data
◉ In Munsterberg's view, what was the key to business efficiency?
Answer: Matching the skills and talents of the worker to the
requirements of the job
EDITION EXAM REVIEW TESTED
QUESTIONS WITH 100 PERCENT CORRECT
ANSWERS
◉ Describe the reason why Hollingworth's research on caffeine was
significant.
Answer: Excellent in terms of methodology
One of the earliest studies of psychopharmacology in humans
First research by psychologist for a major corporation
One of the earliest examples of a psychologist testifying as an expert
witness in a trial
◉ By the time psychologists became interested in issues of insanity,
what other discipline already had domain over this area?
Answer: Psychiatry and Neurology
◉ What kind of work did Witmer do at his first psychological clinic?
Answer: Worked with children who had an educational handicap
such as learning and intellectual disabilities
◉ What did Witmer's work allow him to do?
,Answer: Found a journal that is useful for others interesting in
opening a similar clinic or those who wanted evidence of
psychology's utility in the domain of psychological difficulties
◉ What method did Witmer develop that is still used today?
Answer: Clinical method
Team-approach: physician and social worker
◉ How had the emphasis in Witmer's clinic shifted by the 1920's?
Answer: Shifted to studying children of average intelligence and
intellectually gifted children and adults
More interest in intellectually superior child
◉ What did Walter Dill Scott's theory of advertising emphasize
about consumers?
Answer: Consumer was a nonrational, suggestible creature under
influence of advertising writer
◉ What were the two particular advertising techniques Scott used?
Answer: Direct command
Return coupon
Stimulated compulsive obedience
, ◉ What is direct command?
Answer: Headline of an ad
Effective statements because they suggested a particular action
without arousing competing actions
◉ What is a return coupon?
Answer: Suggested a direct action
Cut, fill out, mail in
◉ What did Hollingworth find about his ability to measure the
effectiveness of an advertisement?
Answer: Correlation between the 2 figures was remarkable (.82)
◉ How did Hollingworth measure the effectiveness of an
advertisement?
Answer: He compared the suggestibility of the coupon to the sales it
generated
Tested various coupons without knowledge of sales data. Then he
would send results to the company and ask for their sales data
◉ In Munsterberg's view, what was the key to business efficiency?
Answer: Matching the skills and talents of the worker to the
requirements of the job
