The weekly tribune and the Cape County herald. (Cape Girardeau, Mo.) 1914-1918, 1917-09-21
AID TO BUSINESS
Psychology Has important Place
in Commercial Affairs.
Exercises an influence on Sale Of
Clothes, Automobiles and Other
Articles Of Trade.

A professor of psychology from Har-
ward university was invited to lecture
before a national convention of cloth
ing manufacturers and retail dealers
in New York the other day. 1t used
to be that psychology was regarded as
a dry, abstract study, necessary evil
because it was included in the college
course and had TO be given some atten-
ton by the class, but not as subject
having any practical uses whatever.
But what could be more practical than
a gathering of clothing makers?
No foolish sentiment was mixed up
In their discussions; they were there
to talk business. And the Harvard pro-
fesSOr told them that the well-dressed
man was 10 per cent more efficient
than the poorly dressed one; that Id
fitting clothes were a detriment TO the
wearer; that trim. suitable attire
spelled success and inspired conf
dence, an air Of prosperity being con-
tagious. Well-fitting clothes, he said,
added to ones self-reSpect, inculcated
personal cleanliness and aided the man
in business.
The assemblage of business men
listened to these words with great sat
isfaction and felt that they heard the
voice of wisdom. For the first time,
no doubt, some of them who had been
TO college saw the connection between
the old, dull science of psychology and
their own commercial affairs. 1t Is
true that there was nothing new in the
professors talk, says the Indianapolis
Star. POloniGS antedated him when
he laid this injunction upon Laertes:
"Costly thy habit as thy purse can
buy-fOr the apparel oft proclaimS.the
man." And it was wise woman who,
while the Harvard man was yet in pet
tiCoatS, Enumerated this great psyche
logical truth: THE consciousness Of
being we'll dressed gives q peace of
mind that religion seldom offers"
But psychology In business is not
confined to clothes. According to an
automobile advertisement a Cur should
suit the buyers personality. There
should be n rhythmic harmony" be-
tween them. whatever that means.
Naturally this makes the purchase of
Il car subtle proceeding. First class
fly your psychological requirements
and then choose n car in keeping. OF
course rhythmic harmony may call for
q limousine and you may not have the
price but this need not affect the psy-
Geological principle that you cannot be
truly happy without that particular
form of car. The Harvard professor
might point out that though you are
ObIiged'to content yourself with the
small car which friends may nickname
flivver or "tin lizzie you will con-
tinue TO aspire to the limousine and
perhaps eventually achieve it If you
have to mortgage the farm. The law
Of harmony will impel you.
These psychological Illustrations
might be multiplied, but these are
enough to show that business is no
longer the simple matter it was once
considered. 1t has complications. sub
tlctieS. mysteries. Mentalities must be
studied as we'll as the state of the
market; mind and its vagaries, that is
to say, psychology must precede the
matter of bargain and sale. If rhyth-
mic harmony figures in automobile
traffic, why not in the ordering of the
daily food supply? If you We're to ask
Mr.. Hoover, he would say that the
most important psychological element
of all is there involved. for patriotism
should I've the leading motive in max
ing those ordprs-patriOtism that
spells food conservation. oh, the
psychology of our acts must be cOnsid-
cred. There is no getting away from
it.