#207 Claude Hopkins (Scientific Advertising)

Human nature is perpetual. In most respects, it is the same today as the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlear what you learn about them. We learn for instance

That curiosity is one of the strongest human incentives. We employed it whenever we can. Puffed wheat and puffed rice were made successful largely throughout. For them we used headlines like Food shot from guns.

A hundred twenty five million steam explosions caused in every kernel. These few foods were failures before that factor was discovered. We learn that people judge largely by price. They are not experts. In the British National Gallery is a painting which is announced in the catalogue to have cost seven hundred and fifty thousand dollars.

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