nition,
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. This series of experiments
suggested accordingly that the memory value of a fourth-page
advertisement is much smaller than one fourth of the memory-value of
a full-page advertisement, and that of an eighth-page again much
smaller than one half of the psychical value of a fourth-page. The
customer who pays for one eighth of a page receives not the eighth
part, but hardly the twentieth part of the psychical influence which
is produced by a full page.

These experiments, which were carried on in various forms, demanded as
a natural supplement a study of the effects of repetition in relation
to size. This was the object of a series of tests which I carried on
recently in the Harvard laboratory. I constructed the following
material: 60 sheets of Bristol board in folio size were covered with
advertisements which were cut from magazines the size of the "Saturday
Evening Post" and the "Ladies' Home Journal." We used advertisements
ranging from full-page to twelfth-page in size. Every one of the 6
full-page advertisements which we used occurred only once, each of the
12 half-page advertisements was given 2 times, each of the fourth-page
size, 4 times, each of the eighth-page size, 8 times, and each of the
twelfth-page size, 12 times. The repetitions were cut from 12 copies
of the magazine number. The same advertisement