Excerpt from The Psychology of Advertising in Theory and Practice: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising In this day and generation we are not afraid of theories, systems, ideals, and imagination. What we do avoid is chance, luck, haphazard undertakings, parrot or rule-of-thumb action, and the like. We may be willing to decide on unimportant things by instinct or by the flipping of a coin, but when it comes to the serious things of life we want to know that we are trusting to some thing more than mere chance. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.