This paper examines a neglected stream of literature in marketing theory which engaged with the idea that there was more to consumer behavior than conscious and rational thought.,This is a close reading of the core themes that appear in William A. Shryer’s work. Linkages are made to other pertinent sources.,We extend McMahon’s (1972) study and offer a different reading of Shryer’s writing to that proffered in recent commentary by Tadajewski (2019), focusing on the managerial side of Shryer’s publications, connecting this to the theoretically innovative foundations based on normal and abnormal psychology. We respond to the suggestion proposed by McMahon (1972) that Shryer was an early pioneer of motivation research, largely in the affirmative.,We provide an alternative interpretation of Shryer’s writing, connecting this to an emergent “advertising science” and subsequently to contemporary strands of literature that have a “family resemblance” to his contributions. These include salient aspects of motivation research; crowd and habitual behavior; mindlessness and social cognition; and finally, empirical examinations of cumulative value theory.

中文翻译：

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William A. Shryer，科学广告，习惯和动机研究

本文考察了营销理论中被忽视的文学流，该文学流中包含着消费者行为比有意识的和理性的思想更多的观点。这是对威廉·A·史莱尔著作中出现的核心主题的仔细阅读。我们将麦克马洪（McMahon，1972）的研究扩展到其他领域，并与塔达耶夫斯基（Tadajewski，2019）在最近的评论中提供的内容进行了不同的解读，重点放在了史莱尔出版物的管理方面，并将其与理论联系起来。基于正常和异常心理学的创新基础。我们回应麦克马洪（McMahon，1972年）提出的建议，认为史莱尔是动机研究的早期先驱者，很大程度上是肯定的。我们提供了史莱尔著作的另一种解释，将其与新兴的“广告科学”联系起来，随后与与他的贡献具有“家族相似性”的当代文学作品联系起来。这些包括动机研究的重要方面；人群和习惯行为；盲目性和社会认知；最后，对累积价值理论进行实证检验。