If we remained simply
passive and received the impression the second and third and fourth
time with the same indifference with which we noticed it the first
time, the mere summation would not be sufficient for a strong effect.
But the second impression makes the consciousness of recognition,
thus exciting the attention, and through it we now turn actively to
the repeated impression which forces itself on our memory with
increased vividness on account of this active personal reaction.
We may consider how such factors can be tested by the psychotechnical
experiment. Scott, for instance, studied the direct influence of the
relative size of the advertisements.[50] He constructed a book of a
hundred pages from advertisements which had been cut from various
magazines and which referred to many different articles. Fifty persons
who did not know anything about the purpose of the experiment had to
glance over the pages of the book as they would look though the
advertising parts of a monthly. The time which they used for it was
about ten minutes. As soon as they had gone through the hundred pages,
they were asked to write down what they remembered. The result from
this method was that the 50 persons mentioned on an average every
full-page advertisement 6-1/2 times, every half-page less than 3
times, every fourth-page a little more than 1 time, and the still
smaller advertisements only about 1/7 time.
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