284 ANNALS NEW YORK ACADEMY OF SCIENCES 



VII. A comparison of the groups which performed the one method 

 first with the groups which performed the other method first shows that 

 the method which is employed first does not tend in any way to improve 

 the judgments made by the method which follows it a month later. 



On the basis of the efficiency of the two methods for statistical investi- 

 gation of judgment we may conclude that the one method is in no way 

 to be preferred to the other. From the point of view of convenience, 

 labor, and time required, the order of merit method is by far the more 

 satisfactory of the two. 



Mr. Strong said, in abstract: In an experiment study continued for 

 some five months considerable information was obtained which throws 

 light upon the statement that in advertising "small spap e in many media 

 is better than large space in few media." Two points of interest to the 

 psychologist were discussed in the present paper: (1) how does an in- 

 crease in the size of an advertisement (increase of vividness) affect the 

 permanency of impression made upon the reader? and (2) how does con- 

 tinued repetition of a firm's advertisements affect this permanency of 

 impression ? 



When the presentations occurred one month apart and the impression 

 was tested one month later by the recognition-test, it was found: (1) 

 that the value of space increases approximately as the square-root of the 

 increase in area, and not directly with the increase in area, and (2) that 

 in this particular case the value of repetition increased exactly as the 

 cube-root of the number of presentations. 



Mr. Poffenberger said: The investigation was undertaken to deter- 

 mine the effect of ordinary medicinal doses of strychnine on mental and 

 motor processes, and to provide material for a comparative study of the 

 effects of strychnine and caffeine on these processes. 



Two subjects were experimented on for a period of thirty days. The 

 test periods were : 9 :30 a. m., 1 :30, 3 :30 and 5 :30 p. m. ; and for one of 

 the subjects, an additional test at 8 :30 p. m. The tests used were as 

 follows : steadiness test, three-hole test, and tapping test, as measures of 

 motor efficiency; and the color-naming test, opposites test, cancellation 

 test, addition test, and multiplication test, as measures of mental effi- 

 ciency. The motor tests are well known and need no description. The 

 color-naming, opposites, and cancellation tests are described by Wood- 

 worth and Wells in their monograph on Association Tests. The addition 

 test required the addition of 17 to each of 50 two-place numbers, and the 

 multiplication test required the multiplication of each of 25 two-place 

 numbers by 7. 



The strychnine was given in capsule form, in doses of 1/30 grain dur- 

 ing the first week and 1/20 grain during the rest of the period. Each 



