Influencing Men in Business; The Psychology of Argument and Suggestion
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The Theory of Advertising; A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising
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Walter Dill Scott was an American applied psychologist and educational administrator. He was the President of Northwestern University.
Background
Walter Dill was born on May 1, 1869 on a farm in Cooksville, Illinois, United States, the son of James Sterling Scott, a farmer, and Henrietta Sutton Scott. His mother had taught school and Scott, feeling that opportunities on the farm were limited, decided quite early to become a teacher.
Education
In 1888 Walter Dill Scott entered Illinois State Normal University, primarily for remedial work, and, with some time out for teaching, graduated in 1891. That year, with a state scholarship and relying on tutoring to pay his expenses, he entered Northwestern University, where he bloomed socially, held several offices, taught at the Northwestern Settlement House, and played varsity football. Scott graduated from Northwestern with the Bachelor of arts in 1895 and entered McCormick Theological Seminary in preparation for teaching at a Presbyterian missionary college in China. In 1898 he received the Bachelor of Divinity degree but was unable to find such a post.
Scott decided to study the new science of psychology at Leipzig under Wilhelm Wundt, thereby following the pattern of several other Americans whose interests in philosophy and religion had led them to Wundt. Unlike the others, however, he did no laboratory work. Scott earned the Doctor of philosophy at Leipzig in 1900 for a theoretical dissertation on the psychology of impulses.
He spent the summer of 1900 studying under Edward B. Titchener at the Cornell University psychology laboratory.
Career
His work in philosophy at Northwestern under George A. Coe, his religious studies, and perhaps the problems he had faced while tutoring and teaching had, however, led him to a scholarly interest in the human mind.
In 1900, through the efforts of Coe and his brother John, Scott was appointed instructor of psychology and pedagogy at Northwestern. His first assignment included laboratory courses. Scott was promoted to assistant professor and director of the psychology laboratory in 1901, to associate professor in 1905, and to professor in 1908. Scott's work was more applied than that of most of his colleagues.
In 1901 he began lecturing before business groups on the psychology of advertising and published these talks in advertising magazines. In 1909, in addition to his regular university appointment, he became professor of advertising at Northwestern's new School of Commerce.
In 1916, on leave from Northwestern, Scott went to the Carnegie Institute of Technology as the world's first professor of applied psychology. There he directed the Bureau of Salesmanship Research, supported by local industry, and continued his work on the selection of personnel. With his associates he developed and validated tests and rating scales for use by management.
During World War I, Scott modified these methods for use by the army, which established the Committee on the Classification of Personnel under his directorship, despite opposition from his fellow psychologists and from military men. The work of this committee was highly successful, and by the end of the war it had classified and rated the job qualifications of millions of men. He was also elected president of the American Psychological Association for 1919.
After the war Scott published a number of texts on the psychology of business and, with his army colleagues, organized a firm of "consultants and engineers in industrial personnel. " Known as the Scott Company, it operated between 1919 and 1923, serving some forty-five industrial clients. In 1920 Scott became president of Northwestern, from which he had been on leave since 1916.
Scott stressed the service that Northwestern could provide for the Chicago area and presided over the establishment of a downtown campus for the schools of law, medicine, dentistry, and commerce. Under his leadership Northwestern founded schools of journalism and education, a technological institute, extensive evening and part-time programs, and such specialized organizations as a scientific crime detection laboratory and a traffic safety institute. These service-oriented agencies, and the public clinics of the law, medicine, and dentistry schools, reflected Scott's view of Northwestern's purpose.
Scott's last years were spent out of the mainstream of academic and professional life, writing biographies of men important in the history of Northwestern, Evanston, and Chicago. He also served as chairman of the editorial board of the American Peoples Encyclopedia and helped younger colleagues revise his texts. He died at Evanston, Illinois.
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Views
Scott adopted an optimistic approach to personal management with the goal that humans could over come limitations.
Scott wanted to make the marketplace and workplace more efficient through the rationalization of consumer and worker activities, especially by appealing to the self-interest of shoppers and laborers.
Connections
On July 21, 1898, before leaving for Germany, Scott married Anna Marcy Miller, whom he had met at Northwestern; they had two children.