1. Applied psychology: the Legacy of functionalism
Ms. Wilson

2. Topics FDA Raid: Target Coca-Cola Mental Testing
James McKeen Cattell ( )
The Clinical Psychology -Lightner Witmer ( )
Industrial Organizational- Walter Dill Scott ( )
The Hawthorne Studies and Organizational Issues
Hugo Münsterberg ( )

3. FDA Raid: Target Coca-Cola
Drug bust for a substance that was hazardous and habit-forming (caffeine)
Forbidden under new FDA regulations
Substance was the syrup base for Coca-Cola
Coca-Cola recruits Harry Hollingworth to conduct research
Hollingworth insists on high ethical standards
Conducted a 40 day research program
Involved 64,000 individual measurements
Data collected on motor, sensory and mental skills
Results: no harmful effects or significant declines in performance were found

4. Toward a Practical Psychology
Wundt’s psychology not suited for American Zeitgeist
Structuralism evolved into functionalism
Study changes to not what the mind is but what it does
Move toward a practical psychology: Applied Psychology

5. The Growth of American Psychology
Between : rapid growth of psychology research and practice in the U.S.
Increase in student interest
1893 Chicago World’s Fair: psychology is put on display with research instruments and a demonstration testing laboratory
America embraced psychology with enthusiasm

6. Economic Influences on Applied Psychology
Job opportunities in academia are quickly being filled, new Ph.D. graduates forced to look beyond university employment
Hollingworth shows that psychology can be applied to advertising and has mass appeal
Need for psychologists to enter other industries to escape poverty
Need to develop the value of psychology (and increase psychologists’ profits)

7. James McKeen Cattell (1860-1944)
Interested in psychology as a result of his own experiments with drugs
Conducted experiments on reaction time
Studied with Wundt at Leipzig
Admired Galton’s emphasis on measurement and statistics
Became one of the first American psychologists to stress quantification, ranking, and ratings
Developed the order or merit ranking method

8. James McKeen Cattell (1860-1944) (cont’d.)
Interested in Galton’s work in eugenics
Argued for the sterilization of delinquents and “defective persons”
Argued for offering incentives to healthy, intelligent people if they would intermarry
Mental tests of motor skills and sensory capacities (unlike intelligence tests)
Cattell coined the term
A young boy uses an instrument to measure vital capacity. Vital capacity was believed to be related to intelligence.
Archives of the History of American Psychology/University of Akron

9. The Psychological Testing Movement
Alfred Binet (1857–1911): developed the first truly psychological test of mental ability
Used more complex measures than those selected by Cattell
Disagreed with Galton and Cattell’s approach
Believed that assessing cognitive functions would provide a more appropriate measure of intelligence
Assessed memory, attention, imagination, and comprehension
With Theodore Simon: appointed by French govt., to study learning abilities of children having difficulty in school.
Developed the Binet Simon intelligence test
This test measured important factors of intelligence rather than lower level abilities involving sensory, motor and perceptual elements

10. Binet, Terman, and the IQ Test
Mental age: the age at which children of average ability can perform certain tasks
Binet coined the phrase and developed several tests to measure mental age
Lewis M. Terman
Studied with Hall
Invented a test of the intelligence quotient (IQ): a number denoting a person’s intelligence
Determine by the following formula: mental age divided by chronological age, multiplied by 100
Lewis Terman

11. World War I and Group Testing
How do psychologists aid the war effort?
Psychological testing applied to the problem of assessing the level of intelligence of great numbers of recruits
To classify them and assign them suitable tasks
APA President Robert Yerkes and his team adopted the test developed by Otis and developed the Army Alpha and Army Beta.
Grouped into Army Alpha and Army Beta (Beta is a is for non-English-speaking or illiterate people)
More than one million men were tested
Personality tests used when the army expressed interest in separating out neurotic recruits

12. World War I and Group Testing (cont’d.)
After the war:
Psychological testing gained the success of public acceptance
The public education system in the United States was reorganized around the concept of the intelligence quotient
Many psychologists found gainful employment developing and applying psychological tests
Scholastic Aptitude Test (SAT) was introduced in 1926

13. Racial Differences in Intelligence
Henry Goddard wanted to develop a research program at Vineland Training School for the Feeble Minded
Coined the term, “moron”
Testing of immigrants at Ellis Island indicated that many were mentally retarded
Later, research showed that the test favored those familiar with English and the American culture
IQ testing showed Blacks had a lower IQ than whites
Some thought this meant Blacks were inherently less intelligent
Later, evidence showed that IQ differences are environmental, not biological
Henry Goddard ( )

14. Lightner Witmer (1867-1956) Began the field of clinical psychology
Started the world’s first psychology clinic
Different from modern clinical psychology
Interested in assessing and treating learning and behavioral problems in schoolchildren
Offered the first college course on clinical psychology
Started the first clinical psychology journal, The Psychological Clinic in 1907.
Pioneer of functional psychology
Lightner Witmer ( )

15. Lightner Witmer (1867-1956) (cont’d.)
Clinics for child evaluation:
Cases: hyperactivity, learning disabilities, and poor speech and motor development
Evaluation:
Physical evaluation: emotional and cognitive functioning could be affected by physical problems
Social workers gave summary of family history: genetic factors largely responsible for behavioral and cognitive disturbances
Later, Witmer realized that environmental factors were important

16. The Profession of Clinical Psychology
Clinical psychology advanced slowly as a profession
Changed when the United States entered World War II in 1941
Large numbers of draftees had severe anxieties, depression, antisocial demeanors, uncontrolled anger, and generally unstable psychic presentations
Army established training programs for hundreds of clinical psychologists to treat military personnel

17. The Industrial Organizational Psychology Movement: Walter Dill Scott (1869-1955)
The first person to apply psychology to personnel selection, management, and advertising
Advertising and human suggestibility: Scott argued that because consumers often do not act rationally, they can be easily influenced
Employee selection: Scott devised rating scales and group tests to measure the characteristics of people who were already successful in those occupations
Walter Dill Scott ( )

18. The Impact of the World Wars
World War I: monumental increase in the scope, popularity, and growth of industrial-organizational psychology
Evaluated the job qualifications of three million soldiers
Demonstrated psychology’s worth
World War II: brought psychologists into war work for testing, screening, and classifying recruits
Increase in engineering psychology; human engineering

19. The Hawthorne Studies
An investigation of the effects of the physical work environment
Results:
Social/psychological workplace were much more important than the physical conditions
Example: workers were motivated to know that management cared about them and their boss was interested in them as individuals
Led to exploration of leadership, work groups, work climate, communication, etc. hs

20. Hugo Münsterberg ( )
Wrote hundreds of popular magazine articles and almost two dozen books
Interest in applied areas: clinical, industrial, and forensic psychology
Forensic psychology and eyewitness testimony: psychology and the law
Topics: crime prevention, hypnosis to question suspects; mental tests to detect guilty persons; the questionable trustworthiness of eyewitness testimony
1908, On the Witness Stand
Hugo Münsterberg ( )

21. Hugo Münsterberg (1863-1916) (cont’d.)
Psychotherapy:
Treated patients in his lab using suggestion
Believed mental illness was really a behavioral maladjustment problem
Industrial psychology:
Contributed to: vocational guidance, advertising, personnel management, mental testing, employee motivation, and the effects of fatigue and monotony on job performance
Munsterberg and controversy

22. Applied Psychology in the U.S.: A National Mania
End of world wars: applied psychology becomes more respected profession
Academic psychology benefited from success of applied psychology during war years
People believed psychologists could fix and sell anything
Increasing demand to fix real-world problems
More popular than academic psychology