MEMORY AS AFFECTED BY CLIMAX AND ANTICLIMAX ARRANGE- 

 MENT OF MATERIAL. 



BY HENRY F. ADAMS. 



I 



Previous investigations by many men liave shown that the memory effi- 

 ciency of size of advertisements can be shown by a curve wliich has a simple 

 mathematical formula. The memory efficiency of duplication and variation 

 have likewise been determined and the formulae of the curves plotted from 

 the results are equally simple. The ratios are given in the following table : 



If these are really fixed laws of memory, it ought to be possible to predict 

 the results obtained from memory experiments in which mixed sizes of adver- 

 tisements are used. For instance, by careful search through a number of 

 mediums, we can ol)tain a full page, a half page and two quarter page adver- 

 tisements of the same commodity, and sufficient other combinations of differ- 

 ent sizes to make a dummy. Such a dummy was prepared and while the 

 experimental work was going on, I determined the values to be expected as a 

 result of the different combinations of sizes of advertisements. This was done 

 by combining the tal)les for size and variations as given in the following table : 



21st Mich. Acad. Sci. Kept., 1919. 



