Daniel Starch

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Daniel Starch (born March 8, 1883 in La Crosse , La Crosse County , Wisconsin , † February 5, 1979 in White Plains , Westchester County , New York ) was an American psychologist and market researcher. He is considered one of the pioneers in market and consumer research.

Life

Starch received a BA in Mathematics and Psychology from Morningside College in Iowa in 1903 , then studied at the University of Iowa and graduated in 1906 with a Ph. D. in Psychology. His dissertation was supervised by Charles E. Seashore. After graduating, he taught at his alma mater and then briefly at Wellesley College in Massachusetts . During this time he also studied at Harvard University . In 1908 he accepted a professorship at the University of Wisconsin and stayed there until 1919. From 1920 to 1926 he was then a professor at Harvard University. During his time at Harvard, he founded his own market research company with Daniel Starch and Staff in 1923 . He later resigned from his professorship in order to be able to devote more time to his company. In 1932 he also served as a consultant and director of a research division for the American Association of Advertising Agencies . Starch ran his company for 50 years until he retired from the board in 1973 at the age of 90.

plant

Starch authored a number of books on various topics in the fields of psychology and market research. Most famous are Experiments in Educational Psychology (1911) and his two influential books on advertising Advertising: Its Principles, Practice, and Technique: Its Principles, Practice, and Technique (1914) and Principles of Advertising (1923). He developed several methods for assessing the effectiveness of advertising, one of which is the Starch test , which was later named after him . Also named after him is the Starch formula , which describes a relationship between the number of readers who remember a full-page ad and the number of readers who remember a half-page ad.

Works (selection)

  • Experiments in Educational Psychology (1911)
  • Advertising: Its Principles, Practice, and Technique: Its Principles, Practice, and Technique (1914)
  • Principles of Advertising (1923)
  • with Hazel Martha Stanton, Wilhelmine Koerth, Roger Barton: Controlling Human Behavior: A First Book in Psychology for College Students (1936)
  • with Hazel Martha Stanton, Wilhelmine Koerth: Psychology in Education (1941)
  • Measuring Advertising Readership and Results (McGraw-Hill, 1966)
  • Look Ahead to Life: How to be a Fine Person (Vantage Press, 1973)
  • Educational Measurements
  • How to Develop your Executive Ability (1943)

literature

  • Who's Who in America: a biographical dictionary of notable living men and women. : volume 33 (1964-1965), Marquis Who's Who, Chicago, Ill., 1964, p. 1911.
  • Edd Applegate: The Ad men and women: a biographical dictionary of advertising. Greenwood Press, Westport, Conn., 1994, p. 317.
  • Laura L. Koppes: Historical Perspectives in Industrial and Organizational Psychology . Psychology Press, 2014, ISBN 9781317824480 , pp. 270-271

Web links

Individual evidence

  1. ↑ a b Merle Curti, Merle E. Curti, Vernon Carstensen: Univ Of Wisconsin: A History V2: Volume Ii: 1903-1945 . University of Wisconsin Press 1949, ISBN 0299805727 . P. 334, 365 ( excerpt from Google book search)
  2. ^ Joan H. Cantor: Psychology at Iowa: centennial essays . Routledge 1991, ISBN 0805807616 , p. 45 ( excerpt from Google book search)
  3. ↑ Thorsten Szameitat: Practical knowledge of advertising sales: This is how communication between publisher, agency and customer works . Gabler Verlag 2010, ISBN 9783834920942 , pp. 66–67 ( excerpt in the Google book search)
  4. ↑ Pauline Maclaran, Mark Tadajewski, Barbara Stern, Michael Saren: The SAGE Handbook of Marketing Theory . SAGE Publications 2009, ISBN 9781847875051 , pp. 61,76,82 ( excerpt in the Google book search)
  5. ^ Cathrine V. Jansson-Boyd: Consumer Psychology . McGraw-Hill 2010, ISBN 9780335229284 , p. 8 ( excerpt in the Google book search)
personal data
SURNAME Starch, Daniel
BRIEF DESCRIPTION American psychologist and market researcher
DATE OF BIRTH March 8, 1883
PLACE OF BIRTH La Crosse , La Crosse County , Wisconsin
DATE OF DEATH 5th February 1979
Place of death White Plains , Westchester County , New York