Psychology in Marketing Communication

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We cannot describe how the mind is made without having good ways to describe complicated processes. Before computers, no languages were good for that. Piaget tried algebra and Freud tried diagrams; other psychologists used Markov Chains and matrices, but none came to much. Behaviorists, quite properly, had ceased to speak at all. Linguists flocked to formal syntax, and made progress for a time but reached a limit: transformational grammar shows the contents of the registers (so to speak), but has no way to describe what controls them. This makes it hard to say how surface speech relates to underlying designation and intent–a baby-and-bath-water situation. I prefer ideas from AI research because there we tend to seek procedural description first, which seems more appropriate for mental matters.

Another forerunner of modern organization theorists was Andrew Ure, a professor of chemistry. An enthusiastic proponent of “the factory system,” Ure (1835) took a step beyond Adam Smith. Whereas Smith’s pin factory was solely an example of division of labor, Ure pointed out that a factory poses organizational challenges. He asserted that every factory incorporates “three principles of action, or three organic systems”: (a) a “mechanical” system that integrates production processes, (b) a “moral” system that motivates and satisfies the needs of workers, and (c) a “commercial” system that seeks to sustain the firm through financial management and marketing. Harmonizing these three systems, said Ure, was the responsibility of managers.