State 1.,.o.;.J..ege
San Fernando
.~
.,
1
A thesis submitted in )artial sa~isfact!cn 0~ the
requirements for tLe de~rec ct Tvi::s ter or Sc.l.E."r:;!.:e ir:
BtlS itlC:E s
by
Eric Lee Labowitz
\
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Janua:r·y ~ 1972
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- The thesis of· :Eric Labowi tz id/ approved:
Dr. Donald Kirchner, Com:nittee Chairman
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·---~---------~--'···--------------- ------------~
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AGKNOHL"SDGE!BN'rs
;·
The writing of this thesis sometimes appeared like
a se1flsh task.
In Ol"'der t.o prepare a proper thesis I
had to impose on others for their advise and recommendations.
l.~
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And, since thsre was a deadline to meet, the
impositions usually occurred at a time mora convenient
for me that for the adviser.
I feel fortunate that the
i
indiv·iduals who aided me in the preparation of this thesls
i
!
four1.d time in their busy schedules to ene.ble me to meet
all deadlines.
I
would like to thank the mem-:::.ers of my Thesis Com-
mittee, Drs. Charles Bearc:he1ls Donald KJ.rchner, and JVlax
I~pul.
th~sis
Without their help and encouragement surely this
could not have been prepared.
I also would like to thank the members of the panel
that reviewed books for a critical aspect of this study,
Drs. Harold
KassHrji&~n,
Joh.n Glass
9
and John Haor.
Spec:tEtl thanks is also given to Drs. Bernard J.
L::chtenstein a:rv:1 Bruee H. Knsohner 9 for aJ.d :i.n
analysest
Dr. Ronald
s.
Hertzf
~or
str~.tlstical
use of his 3ngl1sh
cla8EJ; a.nd f1iss Rochelle La.bcn·ri tz, for final pr2:paration
of thts
tl~esis.
iv
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TABLE oF co:NTENT:S
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ACKNO',.JL?;DGEHENTS
iv
LIST OF ·rABLES
viii
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LISr.r OF F'IGUR[!;S.
AB3TI1.fi.C'l' •
•
•
• •
• •
ix
X
Chapter
1.
,I
..
INTRODUCTION.
•
1
Development of Social Character Typology.
1
Purpose
4
Hypothesis.
•
Definitions
• •
Social Character.
Tradition-Directed.
Inner-Directed.
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•
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6
•
6
•
•
Other-Directed.
•
7
•
9
Relationship of Social Ch~racter
•rypology to Consumer 3ehavior.
Social Character and Advertising
Perception.
11
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12
Social Character and .Pers.uasib1lity
13
Social Character and l)rocluct
Innovation ancl Ad.opt.ion
13
Social Character qnd Product Vsage
Rate.
•
15
!
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Sc;o ial Character and. Go rre late s vii th
fill:c!t1e .S()tfl fvTt.ll-tl pl:tfJ.t:: .5_•:;. PE;rsonall t~­
::r.u~!v·~:.:rJ.t':.)l"",Y.
··--·-~-·
• __ , .~·
-· H•"••-·~---~· -~~--.,·--~··-••·-·-~~·••"·•--·•- •·•··-·----~·-----r--·-•o.·-~•--~--••-••-·-•
17
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---------.
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C.!.:apter
2.
Page
LITERATURE
.
SURv~Y.
...........
l
• 20
Advertising Studies
....•
Morton Study • • • • • . . . . . . . . .
Critical Evaluation of Advertising
Studies. • • • . • • • • • • • • • . . .
Hickman and Dornbusch Study. •
• 20
. 23
. 28
Survey
. . . . . . . . . . • • . • 31
OF SOCIAL
TYPOLOGY GRQlllTH. . . • • • • • • . . . . . . 33
Statement of the Problem .
. . . . . 33
Centers Study.
3.
INVE3~IGATION
CriAPJ~CTER
*
•
e
II
Rationale for Proposed .ftiGthod
or tnis Study. . •
• • • • • • • • • • • 33
Nethod
......
Book List.
.......
.
... ......
~
Testing of Hypotheses . • • . • • .
.
36
• . • • • 36
• • 37
. . . . . . . . . . . • • • • • 42
Face Validity of Criteria •• . . . . . . • 42
Student I-0-Book Selection • . . . . . • • 42
Historical Examination
of Best Sellers • • • • . . . . . . . . • • 43
Discussion • • • •
. 47
• • . . . . . . .
Conclusion . . . . • • • . . . . . . . . . . 51
Recommendations for
Future Studies • • • . . . . . . . . . . . . 51
Results. • •
•
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.Chapter
4.
Page
SOCIAL CHARACTER 11YPOLOGY AND MARKETING:
CONCLUSIONS. • • • • • • • • • • • • • •
BIBLIOGRAPHY.
APPENDIX I.
•
•
......
• • . . . . .
... ............
•
vii
•
•
C'
53
55
60
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LIS·r OF TABLES
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' Table
Page
I.
CRITERIA USED IN PATRICIA NORTON'S STUDY
TO CLASSIFY ADVE.rtTISING AS OTHSRDIRE!CTED.
II.
III.
.
.
•
e
•
•
•
•
•
•
•
•
•
•
•
V.
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VI.
VII.
I
VIII.
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IX.
19
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SUM~ffiTION OF R~SEARCH FINDINGS CONCERNING
SOCIAL CHARACTE:1 AND CONSUivfgR BE:-IAVIOR.
24
RELATIONSHIP B3ThTEEN BOOK PREFER~NCES
OF THii: TOP 25.:b i.'IOS'r OTHER-DIR:SC'r2:D AND
THE TOP 25% NOST INN3R-DIREC rED
SUBJECTS TEST3D • • . • • . • • • • • .
..
4l.J.
DIFFERSNCS BETHESN SALE!:S OF INNER- AND
OTHER-DIRECTSD NON-FICTION B.~ST SELLERS
FOR 'rHE THO PERIODS 1920-44 AND 1945-69
.
.
46
DIFFERB:NCE BET1,JEEN SALE:S OF INNER- AND
OTHBR-DIHECTED NON-FICTION BEST SELLERS
FOR SACH DL<.:CADE FROM 1920 TO 1969 • . • • •
48
RATINGS GIVEN SIXTY NON-FICTION BEST
SELLERS BY RESEARCHER
•
•
61
RATINGS
SELLERS
66
1
IV.
I
.. ... ....
GIVEN SIXTY NON-FICTION BEST
BY PANEL OF EXPERTS • • . . . . • •
LIST OF TEN NON-FICTION BEST SELLERS
GIVEN TO SUBJECTS FOR I.JIEF'ERENCE RATINGS.
70
RATINGS GIVEN THE 100 NON-FICTION BEST
SELLERS USED TO DETERHINE DIRECTION OF
GROWTH OF INNER- AND OTHER-DIRECTION.
71
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LIST OF FIGURES
'
,l Figure
I.
Page
PERCENTAGE OF OTH3R-DIRECT3D
ADVERTISENSNTS FOR ALL PRODUCTS
IN THREE woH3N' s NAGAZINE3, sr·~L~C'r3D
Yf?~RS.
• • • •
e
e
•
e
•
e
e
f
ii
II
II
if
II. · PERCENTAGES OF INNER-DIRECT3D AND
OTHSR-DIR3CTED BOOKS IN TOP T~N
BEST SE'.:LLER LIST FOH ~ACH Dl:~CADE FRON
1920 TO 1969 . . • . • • • • • • ·
III:.
P'J.:RCENTAGES OF INNER-DIRECTBD AND
OTHER-DIR3CTED BOOKS IN TOP TEN
BEST SELLSR LIST FOR EACH D~CADE FROM
1920 TO 1969 • • . . • • . . • • • • •
•
e
..
..
26
45
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·L___. .-ix
ABSTRACT
DAVID RIESIVlAN 1 S SOCIAL CHARACTER crYPOLOGY
AN INVESTIGATION OF ITS. DIRECTION OF
GRm~JTH
by
ERIC LEE LABOWITZ
Master of Science in Business
January, 19T2
The primary purpose of this study is to examine
the direction of growth of two components of David
Riesman's social character typology:
direction.
inner- and other-
The two components are measured through.
content analysis of one hundred non-fiction best sellers
"
J_9,...2 0 t o ,.1._~~..
069-.
!rom
F rom th.e wr1.'t.1.pgs o f Rl
,- esman an d
other social scientists studying the social character
typology, criteria were established with which to rate
the best sellers.
The best sellers were rated as either
other-directed., inner--directed, or neutral.
Stat:i.stlco.l
analysis of all of the books' ratings indicated the
components
1
dix•ection of grmvth.
Previous studies investigating the direction of
growth of the social character typology have indicated
that, though other-direction has increased significantly
since the early part of this century, the total amount of
other-direction has been declining since the 1940's.
X
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The latter finding is in contradiction with Riesman•s
i
claim of continual growth of other-direction through
the 1950's and 1960's.
.I
It is hypothesized in this study that otherdirection is not declining but instead still is increasing.
Thus, the two major hypotheses of this study investigate
the difference between the sales of other- and innerdirected non-fiction best sellers for:
1).
time periods 1920-44 and 1945069; and, 2).
The two
Each decade
between 1920 and 1969.
A third hypothesis was tested to determine if there
is any relationship between social character and book
preference.
Results of this hypothesis will be used to
' suppo.:r:t the contention tnat
II national
.ll terature
may reflect our
social character.
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CHAPTER 1
INTRODUCTION
Development of Social Typology
In the 1930's and 1950's, American social scientists
theorized that the United States was undergoing major
social changes. 1
Social scientists of the '30's postulated that a
change was occurring which was making status lines more
rigid.
Rigid status lines were caused by a movement
away from achieved status back to ascribed status, and
this threatened the equalitarian ethic. 2
A pessimistic outlook concerning the future of
social mobility was given by
eluding Robert
s.
m~ny
sociQl scientists
Lynd, w. L. warner, and Karen
Horney. 3
Fortunately, twenty years later most of the purveyors
of a rigid class system felt that their predictions had
not come about.
Social negativism, produced by the
depression of the '30's may have been the reason for the
writers' pessimistic theories.
About the same time social scientists began to
disregard the social theories of the '30's, a new social
1.
2.
Seymour Martin Lipset, The First New Nation,
Easic Book, Inc., 1963.-p7 102
Ibid. p. 102
3.
Ibid. p. 125
1
2
theory began to emerge.
This theory, first proposed in
the 1950's by David Riesman, contends that the achieve· ment motive and the Protestant ethic of hard work were
dying.
Security, emotional stability, and "getting
along with others".was the preference of the day. 4
In The Lonely
~rowd,
Riesman theorized that the
American social character can be subdivided into three
categories:
tradition-directed, inner-directed and
other-directed.
The tradition-directed individual makes
up a very small percentage of our social character.
Inner-direction is believed to make up the bulk of our
social character.with other-direction comprising an
,-
increasing percentage as our society evolves.?
Riesman related the development of our social
character to the population shifts and technological
growth in western society since the Middle Ages.
He
suggested that developing countries go through three
growth phases:
High-growth potential, transitional
growth and incipient population decline.
Low life expectancy of its citizens, a rapid turnover of generations, and a large proportion of the
population being young, are characteristics of the
high-growth potential countries.
The term high-growth
potential is used because, if the very high death rate
4.
5.
Ibid. P. 102
David Riesman, 'I'he Lonely Crowd, New York:
Yale Press, 19~
3
is decreased, a population explosion would result •
. Some countries of high-growth potential are India, Egypt,
and China.
The tradition-directed social character is
dominant in the high-growth potential countries.
However,
the tradition-directed social character has very little
relevance in the United States today.
A country is said to be in the second growth phase
when it has a declining death rate coupled with the
implementation of practices that can support a larger
population.
Riesman cited Russia as a good example of a
country in this stage.
The transitional-growth
countries have a social character consisting malnly of
tradition-directed and inner-directed individuals. Otherdirectedness comprises only a small percentage of the
social character of countries in the transitional-growth
stage.
As a society enters the next growth phase, the
percentage of the country's tradition-directed social
character decreases, other-direction increases greatly,
and inner-directedness remains almost constant.
The last phase of growth is reached when the rate
of population growth slows down and a good proportion
of the population is
middle-aged~
A nation in this
stage is highly industrialized and its media systems are
highly developed.
In this last stage,
o~her-direction
continues to increase and the tradition-directed social
4
character all but disappears.
6
Twenty years after the publication of The Lonely
Crowd, unlike the theories of a rigid class system
postulated in the thirties, Riesman 1 s theory that otherdirectedness will increase in the United States, is still
unsettled though it has been widely studied.
PURPOSE
The purpose of this report is to investigate one
unsettled aspect of Riesman's hypothesis--the direction
of growth of inner- and other-direction over the last
fifty years.
The direction of growth of the social character
typology will be measured through content analysis of
the social character orientation of the top ten best
sellers for selected years from 1920-1969.
The first hypothesis (Hl) to be tested in this
study will be used to determine if there is any relationship between one's social character and one's preference
for inner- or other- directed books.
The establishment
of a relationship between social character and book
preference is not the primary objective of this study.
Hypot:!:wsis I is being tested to offer support to the
6. In 1949, when Riesman wrote his book, the
United States was probably in the late stages of transitional growth or just entering the incipient-decline
stage. This is probably why Riesman felt that otherdirection will grow significantly in the years to come
with inner-direction making up the other share of our
social character, and the tradition-directed social
character almost nonexistent.
5
notion that content analysis of the best selling
lit~
erature over the last fifty years might reflect our
national social character.
The two major hypotheses (H2 and H3) to be tested
in this study concern the social character typology's
growth and they will be tested through the results
obtained from content analysis of the non-fiction best
sellers.
The hypotheses tested in this study are given below.
HYPOTHESES
H1.
There is no significant difference between
the social character orientation of the books preferred
by inner-directed subjects and the social character
orientation of the books preferred by other-directed
subjects.
H2.
There is no significant difference between
the sales of inner- and other-directed non-fiction best
sellers published up to 1945 and inner- and otherdirected non-fiction best sellers published after 1945.
H3.
There is no significant difference between
the sales of other-directed non-fiction best sellers
and inner-directed non-fiction best sellers for each
decade between 1920 and 1970.
DEFINITIONS
In order to better understand the concept of
Riesman's social character typology, one must know the
6
definitions of the terms used by Riesman.
Social Character.
Contemporary social scientists define
the term social character as "that part of 'character'
which is shared among significant social groups and •••
is the product of the experience of these groups. "7
"Character" in the more or less permanent socially and
historically conditioned organization of an individual's
drives and satisfactions.
Riesman's study on social character deviates somewhat from the definition of social character given above.
Riesman views the way in which society ensures some
degree of conformity from the individuals who make up
the society.
He is not concerned with one's social
behavior or personality.
Social character can also be termed "mode of
conformity" to the culture and society in which the
individual is
moving~
The term, "mode of conformity,
tf
is used synonymously with social character throughout
Riesman's book.
So, it seems that when Riesman
investigates social character he is investigating the
mode in which an individual will conform to social
expectations and the manner through which conformity
1
is maintained--tradition-direction, inner-direction,
or other-direction.
Tradition-Directed.
7.
Ibid., P.
The tradition-directed individual
L~
7
is raised in a society where conformity tends to refleet his membership in a particular age group, clan,
or caste.
His pattern of life is similar to the many
generations that have preceded him.
He is taught the
important relationships of life during youth through
intensive socialization that ends with initiation into
full adult membership.
Ritual and etiquette are major
factors in his life.
Inner-Directed.
Inner-direction is fostered by in-
creasing social mobility as a result of industrialization in the society.
Industrialization brings about
a division of labor that reduces conformity to the
society as a whole, which was prominent in the tradition-directed society.
The inner-directed individual's parents prepare
him to handle any situation by inculcating values in
him through what can be termed character training.
in
the inner-directed society it is the parents' duty to
prepare their children for the future.
The future that
is perceived to be a competitive one in terms of
achieving ariy aim in life--money, possessions, power,
, know·ledge, fame, goodness.
These goals remain relatively
unaltered throughout life.
Character training gives the individual a feeling
of control over his life, or, "individualism", but
in actuality it is this training that controls his actions.
L--~-~~-~-------. ------·---------- -------~------------------~----------· -~--------------~---~ --------------------···j
8
To quote Riesman
11
•••
The source of direction for the
individual is 'inner' in the sense that it is implanted
early in life by the elders and directed toward
generalized but nonetheless inescapably destined goals." 8
Riesman also states that "the inner-directed person has
surely incorporated a psychic gyroscope which is set
going by his parents and can receive signals later on
from other authorities who resemble his parents. 11 9
This gyroscope keeps the individual on track to the social
and economic aims instilled in him.
Character training is emphasized in school through
the use of a formalcurriculum and by the intellectual
content of the material.
Home life and school life
prepare the individual to live in an unstable world by
finding stability in himself.
His life is dominated
by individualism.
The inner-directed individual's recreational activities are individual sports and.hobbies.
Friendships
are usually restricted to one's own social class, and
casual relationships are unlikely.
Wasting time is not
tolerated and leisure is often utilized for cultural
refinement or enhancing one's status and position.
The inner-directed individual is more production
conscious than consumption conscious.
habits can be termed conspicuous.
8.
9.
Riesman, 2R· cit., p. 15.
Ibid., p. 24
His consumption
The inner-directed
9
[.., ___ _. ..
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d_,.,_.•-·--~'*"'<•--·----~-~-~---~··-~~···~--~---•-<>•~•···~•·'"·"',_,~-··~·.--·--~--~~·--'--~,.-··~·----~----·-----~~--_,.v
____
,...._m•-~~-4-•'•~-'"'-''
,.-.~--_....-
.....
,,..~
consumer rarely splurges,- but, v.rhen he does it is to
-~·1
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buy an object that shows improved economic or social
statu.s.
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Qthe:JZ=I21.re9.1£~<1·
The main difference between inner-
direction and other-direction is that to other-directed
people their contemporaries are the source of direction
for them.
- The home is no longer the agent of greatest influence
in implanting social values in a child.
Instead friends,
acquaintances, and mass media all have influence.
These
sources provide guidance that is "internalized."
Whereas
inner~directed
individuals were equipped w·ith parents
installed psychological "gyroscopes" to help guide them
I
in the future, other-directed individuals are equipped
i
l
with a psychological "radar sett'.,
!
This device guides
!
l
and steadies the individual by attuning him to the actionsj
of his peers. 11
To quote Riesman,
"The goals toward which the other-directed
persons strives shift with that guidance • • •
Keeping in touch with others permits a close behavioral conform:tty, not through drill in behavior itselfs as in the tradition-directed character, but rather through an exceptional sen·" :1 2
sitivity to the actions and wishes of others."··
~-""'"'"""'"-·~·---·~--
10.
IbJd., p. 116.
11.
I.:Q.j_d., p.
12.
llli.1·, p. 4.
ss.
10
Needless to say, the other-directed's dependence on
others has caused him to be more socially oriented.
This social orientation has loosened the family unit
and has produced a society of closer peer groups.
Schooling in an other-directed society stresses
group cooperation, and the teacher's role is often that
of an opinion-leader instead of disciplinarian.
Other-directed persons .are not interested in seeking
high-craft-skilled jobs.
They are instead concerned
with service occupations such as public relations men,
salesmen, etc ••
Their energy is not devoted to production
but is devoted to consumption.
The other-directed individual's main concern in
consuming is not to be conspicuous.
"He is kept from
splurging too much by fear of other3 1 envy,. and from
spending too little by his own envy of others. ul3
The mass media of communications are highly developed
in an other-directed society, and, according to Riesman,
pJay an important part in the lives of other-directed
persons. 14
Increasingly, relations with the outer
world and with oneself are mediated by the flow of
mass communications.
The mass media are the voice of
the peer group and the other-directed person is anxiously
listening.
13.
Ibid., P. 79e
14.
Ibid., p. 21.
11
Relationship of Riesman's Social Character
Typology to Consumer Behavior
The thesis of The Lonely Crowd, that people are
becoming more other-directed, should be of prime concern
to marketing managers.
Riesman states throughout his
book that the inner-directed individual is a different
consumer than the other-directed individual.
For
instance, one aspect that totally differentiates
the inner-directed consumer from the other-directed
consumer is that an other-directed individual is
consumption conscious, while the inner-directed individual
is production conscious. 15 Furthermore, marketing
researchers studying the effect of one's social character
hes on one's consumption habits have determined that
social character affects preference for certain types of
advertising appeals, rate of product usage, persuasibility,
16 .
and product innovation and adoption.
(See Table I,
page 19.)
15.
Ibid., p. 116.
16. Harold H. Kassarjian, "Social Character and
Differential Perference for Mass Communicatio," Journal
of Marketing Research, Vol. 11, Mayj 1965, pp. 146-153
Arc~ooaside, "Social Character:
Product Use and
Advertising Appeals,'' Journal of Marketing Research, Vol.
6, no. 4, 1967, pp. 31-35, Harriet-·Linton and Elaine
Graham, "Personality Correlates of Persuasibility, 11 in
Carl I. Hovland and Irving L. Janis, eds., Personality and
Persuasibility, New Haven: Yale Univers-ity Press, 1959-,p. 75: Richard Centers and Miriam Horowitz, ''Social Character and Conformity," Journal of Social Psychology Vol.
60, August, 1963, pp. 3~9; James H. Donnelly Jr.;
"Social Ch.::tracter and Acceptance of New Porducts.: Journal
of Mark~tin~ Research, Vol. 17, February, 1970, pp.lll-13;
12
Social Character and Advertising Preception
Probably the most noted study on social character and
the individual's perception of advertising is a study
conducted by Harold Kassarjian.
In Kassarjian's study, 27 pairs of inner- and otherdirected advertisements were presented to a sample of
200 subjects.
After viewing the advertisements, the
subjects were asked to select the advertisement that
would be most effective on them and would influence them
'bhe most.
The study's results supported Kassarjian's hypothesis that ''inner- and other-directed individuals would
show differential preference for advertisements specially created to appeal to these social character types.~ 1 7
The results also substantiated David Riesman's theory
that the two types of social characters have different
values and perceive advertisements differently.
16. (Con:rinued)
Walter Gruen, !!Preference for New Products and Its Relationship to D::.fferent f.1easures of Conformity," Journal
of Applied Psychology, Vol. 44 December, 1960. pp.361;
Johan Arndt, 'f"Role of Product-Related Conversations in the
Diffusion of a New Product. n Journal of f.'Iarketing Research,
Vol. 4, August, 1967~ pp. 291-); 11 Profiling Consumer
Ihnovators, '' in Johan Arndt ed., Insights Into Consumer
Behavior, 1968, pp. 71-83; Arnold N. Barban, C. H. Sandage, vialtraud M. Kassarjian, and Harold H. Kassarjian,
"A Study of Riesman's Inner-Other-Directedness Among
Farmers," Rural Sociology, Vol. 35, June, 1970, P?,· 223-43
·and Harold H. Kassarjian and l;Jalt:r;'aud Kassarjian, 'Personality Correlates of Inner-Other-Direction," Journal of
pocial Psychology, June, 1966, Vol. 70, pp. 281-85. -·, --
H~
17.
·-o•·-~-~··~--··-·•·•-
Kassarjian, op. cit., p. 147
---- ··-·-•··--•·••-•-• --·•·-·--• ----•··•-•·- •'-··--
'·'
---
•-
~--
•··-·~-·-···
·•-
~-
•·•-·•·•·-----
-·--····--·•···~~-·---~--••
•••••'
13
Social Character and Persuasibility.
Studies by Harriet Linton and Elaine Graham, and
Richard Centers and Miriam Horowitz found that otherdirected people are more susceptible than inner-directed
people to t he influence of others. 18
0
The above studies give credence to Riesman's claim
that other-directed persons are more susceptible to
social influence than inner-directed persons.
Social Character and Product Innovation and Adoption.
Results of studies measuring the relationship between social character and preference for new or old
products have produced contradictory results.
Theoretically, if one views the product diffusion
cycle from Riesman 1 s point of view, one would expect
that as a product goes through the diffusion cycle, the
adaptor in subsequent stages is more other-directed.
The innovator then, due to the risk involved and his
venturesomeness plus the inward perspective needed to
judge a new product, more likely is inner-directed.
But, as the product goes through the diffusion cycle,
the adaptor would be more likely to be other-directed.
The above theory was supported in a study by James
H. Donnelly Jr. 19
i.e.,
Donnelly found that the newer product,
freeze-dried coffee and freeze-dried fruit cereals,
1£3. Linton and Graham, oo. cj,t •., p. 75; Centers and
Horowitz, oo. cit., p. 34
19. 1Jonne 1y, co. c 1 t. p. 112.
14
the more :;risk" involved, the more likely the innovators
are to be inner-directed.
A study conducted by Walter Gruen produced results
20
in contradiction to Donnelly's findings.
Gruen could
find no relationship between social character and product
innovation.
Both groups of subjects tested, inner-
and other-directed, showed equal preference for new or
old products.
Studies conducted by Johan Arndt and Harold Kassarjian,
Waltrude-Margot Kassarjian, and Arnold Barban
could find only a slight relationship between product
innovation and social character.
In one study, Arndt concluded that the individual's
perceived risk, brand loyalty, product usage rate, and
deal proneness are better indicators of new product
acceptance than one's social character. 21
In a study on word-of-mouth-advertising and product
acceptance Arndt could not find a significant relationship
between the use of the word-of-mouth channels and
product acceptance, and social character.
(It was
hypothesized that the other-directed individual would be
particularly likely to make use of the word-of-mouth
channels).
20.
An important fact that Arndt did discover,
Gruen, op. cit. p. 363
21. Arndt, "Profiling Consumer Innovators," QQ.·
cit. p. 75.
15
though~
is that as the product goes through the
di~~usion
cycle~
at each level of word-of-mouth pressure,
other-directed people are more likely to buy a new
product than are inner-directed people.
that this may be due to the fact that
Arndt speculated
is
word-0~-mouth
not the only interpersonal signal reaching the otherdirected individual.
Indirect influences, such as
the awareness that many of his friends bought the new
22
product may be important.
The Barban,
Sandage~
Kassarjian, and Kassarjian
study attempted to measure innovation and adoption
proneness among a group of rural farmers.
~indings
Their
indicate a relationship between innovation
proneness and inner-direction,
bu~
they could find no
relationship between adoption proneness and other.
23
direction as had been predicted.
Social Character and Product Usage Rate.
Throughout The Lonely Crowd, Riesman characterizes
the other-directed person as a mass consumer and the
inner-directed person as one who rarely splurges, and,
when he does, it is "conspicuous 11 consumption.
A logical way to test this claim is to conduct a
study on how one's consumption habits are
a~fected
by
22. Arndt~ "Role of Product-Related Conversations in
the Diffusion o~ a New Product," oo. cit., p. 295.
23. Barban, Sandage,
op. cit., p. 241.
Kassarjian~
and Kassarjian,
16
one's
social character.
Arch G. Woodside performed
such a study in 1969. 24
The objective of Woodside's study was to determine
if Riesman's social character concepts are related to
the rate consumers ouse products (cigarettes, mouthwash,
headache remedies, magazines, and television).
For
example, are "heavy'' smokers other-directed and nonsmokers inner-directed?
A second objective of the study was to determine
if certain pairs of advertising appeals are related to
inner- and other-directedness.
(This objective was
similar to H. Kassarjian's study on social character
and advertising preference. 2 5)
The results of the study indicated that no relationship exists between rates of use of selected products
and social character.
The experimenter felt that the
lack of relationship could be due to the fact that
the products involved in the experiment do not represent
risky situations in an individual's appraisal of a
purchase situation.
Interpersonal influence in less
risky purchase situations, therefore, may be of little
consequence.
Product use calling for more important expenditure
24. Woodside, "Social Character: Product Use and
Advertising Appeals, II Journal of r-1arketing Research,
Vol. 8, no. 4, 1969, pp. 31-35
25. H. Kassarjian, QQJ cit., p. 146-153
17
out-lays on interpersonal contact may be necessary to
produce any relationship with social character and
product usage rate.
Woodside felt the results
of the secondary objective in this study seemed to
confirm this.
Part II of
~voods ide's
study showed that when the
product involved is related to a social situation, _one's
perception of the advertising appeal is affected by
one's social character.
When the product involved
has no social significance, social character was shown
to have little significance to one 1 s preference for the
appeal.
Social Character and Correlates with Minnesota
Multiphasic Personality Inventory Scales.
In The Lonely Crowd, David Riesman tried to make
it clear that the term
11
social charactertt is not
related to personality factors. 2 6
To test Riesman's claim that social character is
separate from personality, Kassarjian and Kassarjian
administered the Kassarjian I-0 Preference Scale and
the MMPI to a group of students.
The results of their
study indicated that no discernible personality differences
2
exist between inner- and other-directed subjects. 7
26.
27.
Riesman, oo. cit. p. 3-4.
Kassarjian and Kassarjian, op. cit. p. 285.
18
A summation of the above study's results concerning
social character and its relationship to consumer
behavior is given in Table Is page 19.
19
TABL3 I
SUMI1ATION OF RES2:ARCH FINDINGS CONCERNING
SOCIAL CHARACTER AND CONSUNE:R Bf!:HAVIOR
;
SOCIAL CRA.RACT3R
A.ND-~DVER·rrs ING
IPR~FERENCS
SIGNIFICANi'
R2:LATIONSHIP
SOiv~
R~~LATIONSHIP
NO
B3LATIONSHIF '
X
l
PRODUCT USAGE:
X
!PRODUCT
INNOVATION
X
I
!PRODUCT
A-DOPTION
X
I
i£ERSUASIBILITY
MHPI CORRELA['IONS
X
j
I
iI
.~
-
.
...
·~
·-·-.·~--'-:
X
!
I!
CHAPTER 2
STUDIES I•1E.ASURING DIRECTION
OF GROWTH OF RIESY.1AN 1 S SOCIAL CHARACTER TYPOLOGY
David Riesman felt that the other-directed social
character would be increasing
through the 1960's.
in the United States
A few studies have attempted to
measure the historical trend towards other-direction.28
One element that all of the studies have in common is
that each study uses an indirect means to measure the
growth trend.
Dornbusch and Hickman Study.
Sanford Dornbusch and Lauren Hickman tried to
indirectly measure the direction of growth of the
other-directed social character through analysis of
magazine advertising content.
The experimenters
assumed that a shift in the verbal themes of consumergoods advertising is likely to reflect a corresponding
change in the American Social character.
The researchers decided to use the advertising in
one magazine with a long period of uninterrupted
publication for analysis.
They also wanted a magazine
28. Sanford Dornbusch and Lauren Hickman "OtherDirectedness in Consumer-Goods Advertising: A Test of
Riseman's Historical Theory," Social Forces, Vol. 38,
1959, pp 99-102; Patricia Morton, "Riesman 1 s Theory of
Social Character Applied to Consumer-Goods Advertising.T"
Journalism Quarterly, Winter, 1966, pp. 337-341; and,
Richard Centers, ·An Examination of the Riesman Social
Character Typology; A IvJetropoli tan Survey,'' Sociometry,
Vol. 25, September, 1962, pp. 231-240.
-20
21
that appears to have a stability in readers and is
essentially middle class oriented.
The Ladies Home
Journal fit all the criteria and was used in the study.
Advertisements were judged other-directed if they
fell logically into two types:
or groups
(testimonials~
Endorsements by persons
collective endorsements and
quantitative endorsements},
and~
claims that use of
a product is related to satisfaction in interpersonal
relations (positive interpersonal, negative interpersonal,
or both positive and negative interpersonal).
Advertisements with combinations of any of the three
types of endorsement appeals or any of three types of
interpersonal appeals were classified as other-directed,
but the six indices were not coded, thus eliminating
any possible bias due to the coding of several appeals in
a single advertisement.
Once coding of all the advertisements in the
issues studied was completed, eight separate analyses
were undertaken:
one for each of the six indices,
one for the use of any endorsement devices, and one
for the use of any interpersonal appeal.
to be tested:
The hypothesis
"The porporti on of other-directed
advertisements is the same in issues published up to
1921 and in issues appearing after that date." 2 9
29.
Dornbusch and Hickman, op. c1t. p. 101.
,---1
1
(The year, 1921, is the midpoint of the sample therefore
representing what the researchers felt was the best
! arbitrary
t
1
22
cutting point).
In each of the eight tests, the null hypothesis was
\
I
i
rejected at the .001 level.
These results tend to supportoi
!
Riesman's claim that other-direction has increased in our
society since the early 1900's.
A second statistical approach was used by the
researchers to study the magnitude of the shift towards
other-directed appeals.
i
!
All issues studied were scored as!
either above or below the median of the sample for use
of endorsement or interpersonal satisfaction appeals.
The results of this approach indicated that of.the 21
oldest issues, 19 were found to be below the mean in
other-direction, and, of the 20 more recent issues, 18
were found to be above the mean in other-direction.
This
I
approach also permitted rejection of the null hypothesis}9
An interesting sidelight of the study was that the
greatest number of other-directed appeals were found to
be in magazines from the 1926-193 6 time period.
The total
number of other-directed advertisements has seemed to
decline from 1940 to 1956, the last year covered by the
study.
II
I
The researchers felt that this finding is
30. Ibid, p. 101
L
I
!
_j
23
~rtai.nly
I
contradictory to Riesman's expectations of a
continual increase in other-directedness.3 1
I Norto!1 Study.
j
!l mine
In 1966, Patricia Morton conducted a study to deter-
if the trend away from other-direction, as partially !!
I1
!
>\
observed in the Hickman and Dornbusch study, was still
i
i
continuing.
i
Instead of observing advertising appeals in
one magazine as Hickman and Dornbusch's study did,
Morton's study used three magazines:
!
l'
McCall's and Good
House~eeping.
Ladies Home Journal, ·
The experimenter felt
three magazines would be more truly representative than
only one magazine.
The study examined overall advertising appeals but
professional services.
The types of appeals Morton looked for in the
advertisements are listed in Table II, pagea4 of this
report.
Results of the study showed an increase in other-
! direction
31.
L_______.
until the 1938-1939 time period, after which
Ibid., P. 102.
24
TABLE II
CRIT2:RIA USED IN PATRICIA Iv!ORTON' S SI,UDY
TO CLASSIFY ADV~RTISING AS OTE3R-DIR~CT~9
1.
2.
Testimonial
Collective endorsement ("All housewives like brand
xu).
!
I 3.
I
I
Quantitative endorsement ("25 million people like
Product X") •
I
Positive interpersonal (He'll love you if you use
Product X"). -
15.
Both positive and negative interpersonal ("A person
is unloved until he uses product X").
I 4.
i
I 6.
I
I
i
Interpersonal activities showing the involvement of
people.
P~"v~rgl
7.
There is a direct bid for approval sho1-m.
8.
"Follow-the-herdism" is emphasized.
9·
Social, rather than task oriented, activities are
shown.
~0.
Quality is determined by peer group.
tl.
There is use of "modern, new, up to date" as an
appeal.
~2.
I
Heroes, symbols of culture, are shown as personal,
informal.
bourcea
J:vlorton, . ; .o..p_...---.c._i..;;.t., p. 338.
·L___.___
iI
!
I
.I
!
i
I
I
25
--'-------l
other-direction began to decline.
Overall, other-directiod
was about 10% higher in 1964, the last period covered by
the study, than in 1913.
However, Morton feels the
downward slope of the curve (see Figure I, page 26)
indicates that this difference could disappear.3 2
Evaluation advertising appeals for each product
category yielded interesting results regarding the
downward trend of other-direction.
Some products tended to use more other-directed
advertising than others.
~he
cosmetics and personal
Il
I
,I
'
ii
i
I1
~I
!
l
i
J
hygiene were highest in other-directed appeals but only
the cosmetics category defied the general trend away
from other-directed advertisements that began in 1939.
Personal hygiene and women's clothing, two categories
which are deemed to be important in winning the approval
of others, follow the general trend and decline in otherdirected appeals.
'I'he "etc." category was more· or less the control
group. The category was composed of items not inherently
feminine and it was assumed that this category would
develop somewhat later than the
I less stereotyped as Wi ves- and
I should grow in the period that
11
'
mothers.
!i
32.
l_" ----
as women became
11
This group
Riesman stated was
!
I -------------------
.
others~
Morton, op. cit., p. 339.
j "'
·i
li
i
26
-.,
I
I
I
.. I
. I
20
0
19.38-.39
1955-56
196.3-64
FIGURE I
PERCENTAGE OF OTHER-DIRECTED ADVERTIS~~ffiNTS
FOR ALL PRODUCTS . IN THREE H0!1EN' S
MAGAZINES, SELECTED YEARS
Source:
Morton, Op. Cit., p • .3.39
--------------------
. I
27
Ibecoming more other-directed.
Thus, the "etc." category
would tend to be more other-directed than the more tradi-
tionally "feminine" categories.
proved to be true.
This hypothesis was
The "etc.'' category gained 30% in
other-direction since 1913, while the other categories
gained an average of 6-10%.
The experimenter suggested a second hypothesis from
observing the data collected:
"As advertising moves into
a period when other-direction wanes, the percentage of
l
other-directed advertising also 1-zanes. rr33
This hypothesis
was true for every product except cosmetics, which led the
experimenter to believe that cosmetic's advertising,
during that period of time, may be using an inefficient
. I
strategy by overdoing the other-directed appeals.
Morton also made two additional assumptions for the
I
reasons other-direction has declined:
.
A change in
j educational techniques following the launching of the
ISputn:::t::d:p::::::::dA:::::::l::::::::n has changed,
and when her study was conducted, work and discipline were
emphasized far more than consumer talents.
Increased
communications, at the same time, has increased the
intimacy of the world.
This has greatly loosened the
power of the peer group, and we no longer identify with
33. Morton, op. cit., p. 339.
--------·--
. I
28
~~-------------------~----------------~--'C'-··---·----~--········----'·---·-------···-·-···---·--·------··'--·-·----~·-·--"--·------~-----,
I
j
.
Ifactors
1
.
the person down the block.
I
Add to the aforementioned
the cold war, automation, the new
theolo~,
1
and
I
the vastness of space 3 the individual begins to feel
I entirely
I
1 thinks~
alone •. To overcome this loneliness, Morton
1
l
man searches within h1.mself to find a way to
1
~1·
:'
!'
! achieve his wishes.J~
~
1
i
ICritical
Evaluation of the Advertising Studies Measuring
I Direc~- of _q~m~th__r~f .1~~~~-~-~-<?i~~-~~::::·er Typol~gy
i
'
The two studies
mentioned~
I
1
I
l
while providing some
!
j
i empirical
I
I theory
data that partially substantiates Riesman's
of increased
other-directedness~
i
have certain
i
l
J
;
I.
methodological and theoretical aspects that are
I
I'
ques tj_onable.
I
I
The use of advertising in content analysis poses
the question of whether the
advertisin~
selected repre-
sents a significant proportion of the culture or just
their creators' personalities.3~a
Also~ the studies only
measured the number of other-directed appeals and
I1 assumed all other advertisements were inner-directed.
I
I The experimenters neve~ considered that an advertising
I
I may have a neutral appeal, that
I
I both social character types.
is_, appeal equally to
I
l
\
I-------~·-
!
Jl+.
I
Ibid._, P. 340.
34a. Gardnex
Lindzey and Ell3.ot Aronson,
fJ~he
Handbook
! of Social Psycbology _, 2nd. ed. _, Reading_, ~~ass.:-- Adcf:Cs-o-:--1::~
j ~J
ey ·-P't1'5T:I~s11Ingc o • _, 19 68 _, p • 63 6.
es-=l
I
L-••••-•-• "• •-~·-•>- ~
'
.-
-~~-·
'-·•-·-
·~-·
••- •- •-
-·•<-'••""~- .~ .. - ·~•••
-• ••--•""'""'" ••• -•
~.
-•• - • ··-•
---·~--
••-
•~-·•••-~.
•••<•_.•,•c-••
·--·~ ·-~··~-
- · - - - - - • • -··•
0
--·---------~-
________________ j
!'
I
I
29
~-~-~nother
1I
questionable aspect of the advertising
~
studies is the number of different types of other-directed
I appeals
each study searched for.
Hickman and Dornbusch
!
I looked for only six appeals while Morton looked for
!
I
I twelve.
l
I
Riesman noted approximately
t~enty
different
other-directed appeals.35
Another shortcoming of the above studies is that
I they did not study the effectiveness of the advertising
!
i
appeals.
There may have been a greater number of other-
!i directed
advertisements, but there is no indication that
1
they were as effective in selling a product as the innerdirected advertisements.
The more effective campaign
probably would be a better indicator of the social
character affects advertising preference.
The advertising studies also could have investigated,;
the total number of advertising lines devoted to otherdirected appeals for two different time periods.
This
might more accurately reflect a shift in advertising
appeals rather than through comparison of the absolute
number of other-directed appeals for the two different
time periods.
Morton's study in particular has some questionable
aspects.
Her contention that increased intimacy and
,
I
increased loneliness, in the late 1950's, have caused
35.
Morton, op. cit., p. 337.
I
·l_. _______________
-··--·---------J
30
·----------·-------------------
r1
the decrease in other-direction seems contradictory to
I
'Riesman's rationale for increased other-directedness in
I1our
I
36
society.
Ii characteristic
Riesman cites intimacy and loneliness as a
of an other-directed society, hence, the
I title o~ his book,.The Lonely Crowd. In addition, i~ one
I considers the results of Morton's study in relation to
iErich Fromm's Escape From Freedom, some support for
l
I
lRiesman's rationale for increased other-directedness can
l
I be
I
found.
In his book, Fromm theorizes that a majority of the
Ii individuals
in American society feel isolated, powerless,
!
land lonely?? Fromm's book was written in 1941, which is
I
I
I the
period that other-direction, according to Morton's
I
II study,
I
1
was. at its peak.
Although Fromm's theory was
formulated merely from Hls observations of-our society,
I
I it nevertheless tends to question Morton's logic on the
reason for the decrease in other-directedness.
Concerning education, Morton was correct in observing
that society did take a new look at education after the
launching of the Sputnik in 1957.
But, the trend toward
other-directedness indicated by her report was evident
long before the launching of the Sputnik or the revaluation
1
or our educational system.
36.
If Morton's study is correct
Ibid., p. 340.
37. Erich Fromm, Escape From Freedom, New York: Avon i
jBooks, Inc., 1967, p. 155.
l
I
_ I- - - -
- - - - - - -
·--------'
31
and the growth of other-direction is decreasing, we must
look elsewhere for the reason for the decrease.
When considering reasons for the relative decrease
in other-direction, since the 1940's ample consideration
should be given to the shortcomings of the method of
research used in the investigatory studies, as well as to·
the sociological factors concerned.
Centers Study.
Richard Centers conducted a third study attempting to.
investigate the direction of grm.;th of other-directedness
in our society.
38
Centers attempted to find, through the administration
of the Kassarjian I-0 Preference Scale to a sample of 1,077
i
adults in the Los Angeles area, whether younger people
i
i would be more other~directed than older people, and, if
I
I persons of higher socioeconomic status would be more
!
I other-directed than people of lower socioeconomic status.~
I Centers
also attempted to find if a test of feelings of
self-competence would differentiate inner- from otherdirected persons.
It was felt that inner-directed persons
would score higher on such a test because it was Riesman's
i
iI claim that the other-directed individual is highly
Ii dependent upon others for his standards and norms.
j
38.
I
39.
This
Centers, op. cit. pp. 231-21+0 •.
For a complete analysis of the Kassarjian I-0
Wal traud Margot Kassar j ian, "A
I
:study of Riesman's Theory of Sc~ial Character," Doctoral l
!Dissertation, UCLA, Narch, 1960.
i
________ _j
I Preference Scale see:
i
l--------~~-----------·-
32
is in contrast to the inner-directed person who is equipped
I
i with his own individually-derived life standards, which
I
i
give him a feeling of control over his own life and
career.
The findings of the study indicated that younger
people tend to be more other-directed than older people. 40 .
This would give slight support to Riesman's claim that
America is tending to become a more other-directed
society.
Centers felt that this could also mean that as
individuals get older, they become more inner-directed.41
The study failed to support Riesman's claim that
other-directedness is more prevalent in the middle class.
The study found no relationship between social class
identification and inner-other-directedness.
Also, the
hypothesis that inner-directed individuals would score
higher on the test of self-competence was also not
sustained in the data 42
The overall results of this study tend to question
some of Riesman's claims, but, the study does not indicate;
outside of younger people being more other-directed, the
direction of growth of Riesman's social character types.
40.
Centers, QQ. cit. p. 240
41.
Ibid, p. 240
42.
Ibid, p. 240
··--·-------~~-
I
I
l
I
i
&-·~--·-J
,--
- - - - - - - - --------·--,
II
CHAPTER 3
1
0
I Sta:::::I:;T::: :: :::~
CHARACTER TYPOLOGY GRO~TH
If we wish to study the dominant social character
of our society
tod~y,
certain scientific tools, such as
the I-0 Preference Scale, are presently available.
Unfortunately, we could not use those tools to measure
the dominant social character in our society five, ten,
twenty, or more years ago.
To study the society histor-
ically, the investigation must be done through an indirect
means.
As indicated in the previous chapter, some social
scientists have studies the content of advertisement
appeals to investigate the direction of growth of innerand other-direction.43
Although the advertising studies showed an increase
in the growth of other-direction over the last 60 years,
the research methodology used has been questioned.
Shortcomings of the advertising studies were discussed
in Chapter Two.
The most important problem cited was
whether or not the advertisements selected represent the
culture or at least a significant segment of it.
Rationale for Proposed Method
of 1'his Study
In investigating the direction of growth of the
-~
American social character, this study takes a different
i
l
!
ll
.3.
I
L.·-----··--·-·-·
Dornbusch and Hickman, o;p. c:l.t. : and f·1orton,
o_~ ~ ... ~-it.
------------·
33
j
34
r--------·-------------
··---------~---------------~-------------------------------------------~----------------·----------------"'
I
I approach.
I
-
It investigates the direction of growth
I
j through content analysis of the top ten non-fiction · best
j
i
1
j sellers for ten selected years between 1920-1970.
I
A partial solution to the problem of what the ads
actually reflected in the advertising studies is to rely
on materials which meet the criterion of popularity.
The rationale for this approach is that to have been
successful, the best seller must be attuned to the
audience and will reflect the audience's interests.45
Best sellers are bought by choice, while advertisements
are generally "forced" on the public.
In an analysis
of who reads what books and why, it was concluded that
although people read books for many different reasons,
e.g., prestige, availability of the book, etc., subject
i
i
I
is the major reason.46
I
!
The concept of using best sellers for the measurement:
I
of a social phenomenon is not new.
Book and communication~
specialists, adult education and social psychologists
have_, in the last twenty years, shown interest in best
sellers as an expression of a popluar cultural taste and
1
l
as a reflection of social trends.
- - - 45:cf8-rci:P~alli1Lindzey, .Q]2,2__g_i t.· p. 636
46.. Bernard Rosenberg and David ~'hi te, Iv1ass Culture,
Nev.; York: The Free Prer:;s of G-lencoe 1957, p. -r2zr:--·William B. Michael, G. Rosenhart, and Michael A. De Camp,
11
An Experimental Investlgation of Prestige-~Suggestion for ,
Two Types of IJi terary Mater•ial," Jot:~rnal of Psychology,
I
19lt9, Vol. 28, pp. 303~323; Solom:-:tnE7-Asch~The -Doct'JT:l.ne I
of Suggestion, Prestige, and Imi ta tlon in Social Psycology ~~
Psyehologl.cal Rev:l.ew, 19L}8, Vol. 55, pp. 250~2'{6.
I
----~·~:-:::·~~~~-~~~-~-·=~:-~~-
-' - ' -"--··· ... --· ' . . --- --- --------·· ----- · --- - - ------------'
35
Ir--~~alysis
of literature has revealed major problems
.
iwith which man has been concerned at various times, and
I
!l has permitted the developm~nt of a society in terms of
i
1 the
individuals who composed the society.47
It is also
l
!believed that the ylimate of opinion of a particular era
!is reflected in print, and sooner or later changes in
!society are followed by changes in publications. 48
Il
The social scientist Bernard Berelson has stated
i
! that
i
i
"The problem of discovering the topics
people were interested in during a certain
period or what they though about various matters is studied by determining the nature of
the content of popular communications at the
same time; and changes in such cultural patterns are studied in the same way."49
ll that
Thus this study will be based on the assumption
best seller content "expresses" or reflects" some
I sort of Zeitgeis~,
I interests, values,
and can be used as an index to attitudes,
and mores of the population in a given
period of time.
Since subject interest is very critical to this
47. Gary R. Austin, "Non-Fiction Best Sellers: Types
and Trends, 11 Journal-of Psychology, Vol. 33, August, 1953,
p. 141.
48.
·Society,
Leo Lowenthal, Literature, Popular Culture, and
Palo Alto: Pacific Books, 1968, p. XV.
I
l
I!
49. Douglas Waples, Bernard Berelson, and Franklyn R.
Bradshaw, What Reading Does to People, Chicago: University
of Chicago Press, 1952, P. 34.
·i
L____________,
1
-------·-------·-
__ j
!
.I
36
I study,
I
1
non-fiction best sellers were selected for the
study rather than fiction best sellers.
Non-fiction best
I
I sellers
II
1
have been determined, in a previous literature
study, to tell more about the subjects in which the public
i
is interested than fiction best sellers.5°
1
!
!
I
Also, the
researcher believes that non-fiction best sellers can be
i
l more objectively analyzed than fiction best sellers.
i
i Not only do most fiction best sellers have long and
'
involved plots with symbolic imagery interspersed
,
'
!
'
throughout the book, but, in some instances, knowledge
of the author's life may be needed for a correct analysis
of the book.
The content of non-fiction best sellers is
more straight forward, and, hence, easier to interpret.
METHOD
Investigation of the direction of growth of the
1
social character typology involved:
i
I
I
!i
I
1) Creation of a list:
i
of non-fiction best sellers; and 2). Testing of three
hypotheses through the data gathered from content
analysis.
The hypotheses used in this study are listed
on page five.
Book List
A list of non-fiction best sellers was formed from
Alice Hackett's Seventy Years of Best Sellers.5 1
I New
!
50.
York:
51.
L
'0
Alice Hackett, Seventy Years of Best Sellers,
R. R. Bowker., 1967, p. 109
Ibid.
_j
37
II
S~nce
efficiency did not permit the evaluation of the
I
I
I 500 non-fiction best sellers listed for the 1920-1970
I! time period~ only the best sellers for the midyear of
i each five year period from 1920 to 1970 were listed.
i
.
j
The best sellers for the year 1967~ were not listed in
j
Hackett's books so the best sellers for that year were
derived from Publisher's Weekly, the same source Hackett
I!
used for per yearly lists of best sellers. 52 This
procedure produced a list of 100 books, or 20% of all
the non-fiction best sellers from 1920 to 1970 to be
investigated and evaluated.
Testing of the Hypotheses
In order to test the hypotheses, criteria with which
to evaluat.e the social character orientation of the
non-fiction best sellers were established as follows.
In The Lonely Crowd, David Riesman described innerdirected oriented literature as ''directly didactic
literature and biographies that give individuals a sense
of possible roles on the frontiers of production."53
Other-directed literature was defined as that which "is
intended to orient individuals to the non-economic side
of life."54
In addition to the above definitions,·
52.
Alice Hackett, "Hardcover Best Sellers of
1967, "Publisher's Weekly, Vol. 173 no. 5, p. 41.
53.
Riesman, op. cit., p. 149 •
._.._op. c~~;·-----·~~rnbusch and Hickman, op. cit.: and Morton,
J
38
throughout his book Riesman gives numerous examples of
literature themes which he considers to be either otheror inner-directed.
Other studies measuring the direction of growth of
the social character typology also provided some insights
which were useful in creating the criteria for this
study.55
With consideration given to the above studies~
criteria with which to judge the social character orienta-·
tion of non-fiction best sellers were created.
The
criteria are concerned with two basic components of content
analysis--theme and
chara~ter. 56
matter the book is concerned
with~
Theme being the subject
and character the
historical figure portrayed in a biography.
The criteria are:
1.
Inner-Directed Literature:57
Theme
a.
Stress on upward economic mobility
b.
Stress on upward sooial mobility
c.
Religious
55. Dornbusch and Hickman~ op. cit.; and Morton~
op. cit.
56. Daniel Berelson~ Content Analysis in Communication Research, Glencoe, Ill.: The Free Press of Glencoe,
1952~ p.
134.
All of the inner-directed criteria were derived
from The Lonely Crowd. Mention of each criterion can be
found on the following pages of The Lonely Crowd: CriterioQ
la, page 92; lb, 92; lc, 96; ld~ 149; le~ 121; If, 94; lh, i
57.
L_and
11, 94.
·---·-
~~-·-·--J
39
d.
Didactic presentation of subject matter
e.
Intimate accounts of personal travels or
adventures
f.
Stress on self-improvement
g.
Prepares one for the future
h.
Stress on individualism58
Biography
i.
2.
Formal treatment of historical figure that
stresses success
Other-Directed59
Theme
a.
Social entertainment guides (game books,
cook books, party guides)
b.
Self-help (literature that will bel~ one
gain the acceptance of other people)
·
c .•
Literature that orients one on how to
enjoy life
I
d.
Informalization of humorous presentation
of real life situations
i
e.
Informalizing symbols of heros of culture
I
I
1---------
58. "Individualism" used in this context should not
be confused with autonomy. Individualistic literature was '
I considered as literature that dealt with subjects which
1 required the participation of one person, such crafts or
other hobbies, and literature which stressed introspective
I consideration of one's acts.
.
1
I1
59. All other-directed criteria except 2d, 2e, and
, 2g were derived from The Lonely Crowd. Mention of the
following criteria can be found on tfie following pages of
1 The Lonely Crowd:
Criterion 2a, pages 14-144; 2b, 150;
j 2c, 105; and 2f, · 150.
Criteria 2d, 2e, and 2g were
! derived from analysis of the criteria used in the Morton
study,_ op. cit., p. 338.
I
l
r
1
_j
40
f.
I
Literature that gives sociological or
psychological understanding or others
---,!
Biography
g.
I
3.
I
I
:I
Informalizing historical personality
I
Neutral
I
Books that did not fit into the above
criteria were judged to have equal appeal
to both social characters
I
l,
l
i
!
The face validity of the criteria was determined by
l
I
submitting a list of sixty non-fiction best sellers,
selected from Hackett's book, to a panel of experts.
I panel
The
rated the books inner-directed, other-directed, or
i
j neutral and their ratings were compared to the researcher's
i
ratings or the same books.
Agreement on the social
character orientation of each book by at least two panel
members was needed to establish a book's rating by the
i
.I
panel.
Since the panel was instructed to rate only the
I!
books they were familiar with, it was felt by the
l
researcher that a list or sixty books would produce a
'
sufficient number of responses needed to measure face
validity.
The panel consisted of Harold Kassarjian, In.D.,
Professor of Marketing; John Glass, Ph. D., Professor of
Sociology; and John Haer, Ph. D., Professor of Sociology.
All or the panel members were familiar with Riesman's
social character typology.
(The researcher's book
l
·--·'
41
r··-··----------------··--------~-- -~·-····---··
--·--·--·-..
·--·-··-c···--···--------~·-····------~---~-~·-·-·----·-·-·--···-··1
l
.
l ratings are listed in Table VI page 61, in Appendix.
i
!
The '
.
j panel's book ratings are listed in Table VII, page 66.)
j
Another function of the panel's book ratings was to
! establish
a list
or
ten books 3 five inner-directed and
j five other-directed, which were needed to test hypothesis
I
The list was formed from books v-I hose social
1 onea
I character orientation was unanimously agreed upon by the
II panel. {The ten books selected are listed in Table VIII,
I
I
j
II
page 70, in Appendix.)
I
Once the face validity of the criteria was established
i
!
i! testing
I
of the three hypotheses began.
! hypothesis
I
I
one were obtained by submitting a two part
I questiom1aLre
College~
Part
of the questio:nna:Lre consisted of the Kassarjian I-0
I
! Preference
Scale and part two contained the list of five
!! inner-directed
I
l
I
I
r
I
and five other-directed books.
lI
After the subjects completed part one of the
j·quest:i.onnairE} they were asked to select from the list of
I ten
l
I The
books, three books they would most like to have.
subjects were told that the ten books on the list
, were on a desk at the front of the class, and, if the
l
!i subject was unfamiliar with any he could feel free to
l
· ! examine
li
them~
For statistical analys:.ts of hypothesis I the book
I preferences
. I
It
to 38 freshmen and sophomore English
!
;i composition students at Santa Barbara City
I one
l
Data to test
of the 25% most inner-directed subjects were
· Ij
I
L-·-· -~ · ·-----..·--·--·----· ---·~-----······- . . ~ . . . . . . . . . --··· -·-..~·-- ........ -·-~· ---- . . . . . _.________ . . . . . . . -----·-----. ----~---·---···--·---······-··-··- ......... -· _..l
. I
42
r···----..
-~--------------------------------------------------------~------------------------------------------------1-
l compared
to the book preference of the 25% most other-
I directed subjects.
The procedure of using the top
I
j
\quartile has been followed by other studies examining the
'
6
social character typology. 0
l
iI
II
I
I
Hypotheses II and III, which investigated direction
.
iof growth of the social character typolo&v, were tested
Ijthrough
calculation of the ratings given by the researcher
1
\
1
to t,r1e list of 100 non-fiction best sellers.
(For a list
li
l
I
1
!
I
i
I
lof the books evaluated and their ratings see Appendix
I
j Table IX page
I
!I
Each book on the list
72. )
\'laS
!reviewed in a university or public library and rated
1
to the preestablished criteria.
I
I!according
l
Rll§_~~
i ~2.~.-V:al~~-d~ ty of Cr:j.~~
The criteria used in evaluation of the non-fiction
1
;best sellers correlated at the .85 level.
l
II
The face
!validity was determined through comparison of the social
l
!character book ratings given by a panel of three judges
Ito a list of sixty non-fiction best sellers, to those
I
!ratings given a similar list by the researcher.
I
\student
1-
I-0 Book Selection
. . . . . . ..... . . .-__Test
__..._
~,._..._
I
~
Of the 38 subjects given a questiornaire, 33 responses
!were acceptable for analysis.
The five questionnaires
!--~----
!
60. Waltraud Kassarjian, "A Study of Riesman's
!Theory of Social Character," Sociometry, Vol. 25,
i September, 1962.. p. 224; CenterEi;'Ql.i-;··~gft., p. 238; H~
iKassarjian, _qJL~ncit., p. 150 and Donnelly, op~'!.._g_it. p., 112. 1
!....................................... ~-----· .................................................................................................... --· -·· ..... --··--- ................. !
I
43
not included in the statistical analysis were excluded
because they were either, incomplete or coded incorrectly.
The mean scora on the I-0 Preference Scale of the
acceptable questionnaires was 79.50.
58-108.
The range was
The distribution of the sample obtained was
skewed slightly to the right.
Hypothesis I states that there is no significant
difference between the social character orientation of the
books preferred by inner-directed subjects and the social
character orientation of the books preferred by otherdirected subjects.
A chi square test on Hypothesis I
permitted rejection of the pull hypothesis.
The chi
square value obtained was 10.52 and was significant at
the .005 level of confidence with one degree of freedom ..
(See Table III, page 44. )
Historical Examination of Best Sellers
The second phase of the study, to investigate the
direction of growth of the social character typology,
indicates that
since 1920.
other-dire~tion
has increased significantly
(See Figure II, page 45. )
Hypothesis II stated that there is no significant
difference between the sales of inner- and other-directed
non-fiction best sellers published up to 1945 and innerand other-directed non-fiction best sellers published
after 1945.
Chi square analysis of Hypothesis II
yielded significant results, (P<.005). (Table IV, Page 46.
I
TABLE III
RELATIONSHIP BET~EEN BOOK PPEFERENCES
OF THE TOP 25.:& NOST OT!IER-DIRSC'BD AND
THE TOP 25.~ f!IOST INNER-DIRECTED SUBJECTS TEST3D
I-D BOOKS
SELECT2;D
INNER-DIRECTED
!
i
I
I
II
OTHER-DIRECTED
t
9
~
29
TOTAL
i'
20
0-D BOOKS
TOTAL
SELSCTED
4
15
~
24
24
19
48
I
I
I
Fe
Fo
Fo-Fe
(Fo-Fe) 2
(Fo-Fe) 2 /Fe
x2
!1
I
111-.50
20.00
5.50
30.25
30.25/14.50
2.08
12
I
9.50
4.00
-5.50
30.25
30.25/9.50
3.18
!3
14 • .)0
9.00
-5.50
30.25
30.25/14.50
2.08
14
9.50
15 .. 50
5o50
30.25
30.25/9.50
I
!cell
!
I
!
!PL..005
df=l
i
i
L
_____ _
:2 .18
1 0.,52
45
PER CENT
0
INNSR-DIRECTED BOOKS
f~Wii~
OTHER-DIRECTED BOOKS
100
90
80
70
6
~
6 %
60
50
40
30
I
! 20
iI
I
110
I
I 0
I
I
I
I
FIGURE II
I
PERCENTAGES OF INNER-DIRECTED AND
OTHER-DIRECTED BOOKS IN TOP TEN
BEST SELLER LIST FOR EACH DECADE FROM 1920 TO 1969*
I
!*Percentages for certain decades may not equal 1007&
because some books were rated neutral •.
1
I
L______ ·----
!
i
46
I
I
TABLE IV
II
DIFFERENCE BET~>EEN SALES OF
INNER- AND OTHER-DIRZCT3D NON-FICTION BEST SELLERS
FOR THE TWO PERIODS 1920-44 AND 1945-69
1920-1944
INNER-DIRECTSD
BEST SELLERS
OTHER-DIRECTED
BEST SELLERS
33
1945-1969
e._
~
16
TOTAL
Cell
Fe
· Fo
15
Fo-Fe
~;
TOTAL
48
l1._
I
, I
26
42
41
90
i
(Fo-Fe) 2
(Fo-Fe) 2/Fe
x2
1
26.13
33.00
6.87
47.20
47.20/26.13
1.80
2
21.87
15.00
-6.87
47.20
47.20/21.87
2.15
3
22.87
16.ao
-6.87
47.20
47.20/22.87
2.05
4
19.13
26.00
6.87
47.20
47.20/19.13
2.45
8.45
p .£:. • 005
df=1
!L__ _ _ _ _ _ _ _ _ _ _
I
l
___ _j
47
~
HYpothesis III provided an expanded measure of the
I social
i
1
character growth which was indicated by results
from the testing of Hypothesis II.
Hypothesis III
i stated that there is no significant difference between
I the sales
of
other~directed non-fiction best
sellers and
l inner-directed non-fiction best sellers for each decade
I between 1920 and 1969. Chi square analysis
I
I III resulted in a chi square value of 8.85.
i
I apparoached significance at the .07 level.
li V~
of Hypothesis
The results
(See Table
page 4 8. )
DISCUSSION
The results of the study suggest that other-
directedness has increased significantly since the early
part of this century and inner-directedness has decreased.
In the time period studied, inner-directedness was
most significant during the 1920's and 1930's. ·rnnerdirection leveled off in the 1940's and decreased
significantly during the 1950's and 196 1 s.
III~
(See Figure
page 49.}
The types of inner-directed literature most observed
were biographies, didactic presentations, and accounts of
personal travels and adventures.
The amount of other-directed literature observed
was below the level of inner-directed literature until
I 1950.
From 1950 to 1970, other-directed literature
. Lepea~~d~y--o~tsol~- inner-dir~cte~li-ter:_tur:_·__<_s_e_e____-.~
48
r
TABLE V
I
I
DIFFSRENC3 BETWSEN SALES OF
INNER- AND OTHSR-DIR~CT~D NON-FICTION
BEST SELLERS FOR EACH DECADE FROM 1920 TO 1969
l
19201929
. INNER-DIRECTED
BEST SELLERS
13
OTHER-DIRECTED
BEST SELLERS
5
~
19301939
13
19401949
~
11
u
19501959
7
~
19601969
5li
TOTAL
49
i
TOTAL
18
u.
7
20
Ll
~
l.j
7
10
12
18
17
17
112
41
90
49
PER CE:NT
OTHER-DIFBCTSD
BOOKS
~
i
INNER-DIRECTED
BOOKS
l
i
I
I
I
0
-39
19 0-49
FIGURE III
PERCENTAGES OF INNER-DIRECTED AND
O·THER-DIRECTED BOOKS IN TOP TEN
BEST SELLER LIST FOR EACH DECADE FROM 1920 TO 1969*
I
I
for certain decades may not
I: *Percentages
because some books were rated neutral.
equal 1 oot
I
i
i
/
L--··--------·---
_j
50
Figure II, page 45.)
1
I
The types of other-directed litera-
ture most prevalent were "Carnegie" books, books that
I help
one gain the acceptance of others; games and party
l
\ books and books which deal with sociological or
I psychological
i
1·
understanding of others.
Though Hypothesis III apparoached significance,
I
I examination of Table V shows that the extreme decades,
\ 1920-29 and 1960-69, have significant chi square values.
I
I The
total number of inner-directed books and other-directed
I books
!
for those two decades are almost opposite values
' for each classification.
1
I
I
David Riesman hypothesized that other-direction
i would increase in the 1950's and 1960's and make up a
I
I greater share of our national social character.
I· findings
The
of this report tend to support his claim.
i
The
trend line of other-direction indicated in Figure III
,l
i
I
suggests a conclusion that other-direction should continue
to increase in the future.
This finding is contrary to
other studies measuring the direction of growth of the
social character typology.
Other studies, though
indicating other-direction has increased in our society
since the early part of this century, concluded that
other-direction reached its peak in the 1940's.
An interesting sidelight of the study, though the
number of observations was limited, is the indication
-~~ook preference may be related to one's so-c~i-a-1---------~
r-·----------.
51
-------------------~-------------·-·----·--------------------------------------'----------------~------------------~-
R1esman made this claim in his book but did
1 not investic-·ate it 61
1
character.
!
0
II
•
~
CONCLUSION
li
i
1
j
~
Other•-direction, as measured by the sales of the
\
I 100 non-fiction best sellers observed in this study,
Il has
increased significantly in the last fifty years, and
j is continuing to grow.
I studied,
I
From the sample of best sellers
the findings support Riesman's claim of continual
!
I
! other-directed growth in our society, but are contrary
\
! to other studies which indicated a relative decrese in
:
I
I other-direction
since the 1940's~
I
I
REC0!<1MENDATIONS FOR FUTURE STUDIES
Future studies measuring the direction of growth of
other-· ancl
inner·~direction
through content analysis of
non-fiction best sellers may be able to improve on this
I'.
! study in at least three ways.
I1
1).
Use of a largex• sample of subjects tested
I
~-I
and
1
I
j best sellers evaluated may add more support to the findingst
l Questionnaires, which measured the relationship between
l social
character and book preference, were administered
I to 38 subjects.
I upper
Since the book preferences of only the
25% of the inner-directed subjects and the upper
I 25% of the other-directed subjects were subsequently
II studied,
!
l
j
!
i
l
t
a larger sample might have
~-~--------~-~----
61 .
p~f.'oduces
more
52
f:onc~usive results. In addition, ruture studies would beI
I more comprehensive if they examined all 500 non-fiction
~
1
i best sellers from 1920-1970.
i
2).
Improvement in a similar study could be made
in the determination of a relationship between social
1
character and book preferences, if the list of books
I
l given
'
the subjects were more attuned to the age group of
the subjects tested.
Many of the books examined by the
subjects in this study were published 30 to 40 years
ago.
Therefore, the subject matter of the books used
in this phase of the study may have been dated, since
the sample used was comprised solely of students.
3).
Future studies should develop a better
method to validate the individual book ratings given by
the researcher.
Comparison of book ratings submitted by
a panel of experts to similar books rated by the
researcher does not fully validate the final ratings
used in this study.
A better method of validating the
I
I
final ratings might be achieved through the use of
additional judges.
The judges could review, evaluate,
and rate books, according to preestablished criteria.
The ratings of the judges could then be compared to the
researcher in order to establish validity.
·l_____
-------
•.·
_.,.,_
•.·
--
53
---~
I
I
SOCIAL CHARACTER TYPOLOGY
AND MARKETING: CONCLUSIONS
!
!
I
CHAPTER 4
The fact that other-directedness is increasing and
comprises a larger part of our national social character
than it did years ago is an important factor to
the
marketing manager in the creation of more effective
advertising campaigns.
Centers• study indicated that younger persons are
more apt to be other-directed than older persons. 62
If this is true, advertising campaigns oriented to youth
markets should consist predominantly of other-directed
appeals.
Furthermore, since the results of this re-
searcher's study indicate that other-direction makes
up the bulk of our national social character, the bulk
of consumer goods advertising should also be otherdirected.
However, the findings of the Hickman and
Dornbush and Morton studies indicate that consumer goods
advertising may not be reflecting the growth of otherdirection.
Their findings indicated that other-directed
advertisements were decreasing, during the last time
i
period covered by their studies, and advertisers may be
l using less effective campaigns.
!
l
I
l
I
';
In Chapter 1 some relationship betv1een social
62.
Centers, op. cit., p. 242.
I
i
L...-.. --.---------------·-~---------------·---
I
54
~------------------------------------
-------------------------l
character and consumer behavior was established.
This
leads the researcher to believe that an understanding
or the social character make up of the individuals to
whom advertising is directed will facilitate construction
of advertisements emost appealing to the audience.
instance,
For
If the studies on social character and
innovation are correct, heavy use of the phrases "new 11
or "improved" may be a detrimental factor in advertising
to an early or late majority other-directed audience
because they may not be prone to product innovation.
In
addition, advertisers of products that have social
significance, such as party foods or accessories, should
create most of the product's advertising appeals in an
other-directed vein.
David Riesman's social character typology might
seem like an unimportant factor in the marketing of a
product, especially when one considers how little research
into its effect on consumer behavior has taken place.
But the relationship may be deemed to deserve more
consideration and research if other-direction continues
to grow, which indeed appears to be the case.
l__,________ ·------
55
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS:
America As a I11ass Society, Phillp Olson, · edi to1".
li'ree Press of Glencoe. 1963.
New
~-York--:-Yhe
Berelson, Bernard. Content Analysis in Communication
Research. Glencoe-,-111.: fJ'he F'ree rress·~
Gle~ 1952 ..
Culture and Social Character.
---r:;-eo-·L'()vi'e'n tEar,- e d 1. tors •
of Glencoee
Duncan, Hugh.
Chicago:
1961.
Seymour Martin Lipset and
New York: The Free Press
Language and Literature in Society.
Uni ver·s ity'()r~-oP're-ss-.--1953.
Fr·omm-1 Erlch. Escape From Freedom.
Books., 19'"67-.~---·=·
New York:
Avon
Hackett, Alice. Seventy Years of Best Sellers.
- Bowker-·Co
-. •• 19o/.
R.. H.
---..,-r·r-~-·----···-~-~-
LOiflenthal, Leo.
Palo Alto:
Literature, Papular Culture, and Society.!
-·-
racr:rrc-.Bo~---·I9o8:--~------~--·
Literature and the
-"-·---Tfi'e'-J'Jeacoon • Press.--195'T._
..__.____
Image of Man.
1
Bosvo~n~i
'
I
~----·---~~·-··------~~--~
,--------------
··-·--------~~--------~-
57
---·------------------------·-------------------------------------------------·-·1-
,
I
I
!
I· -··-IrVing
Personality
!
I
!
i
I
I
1
and Persuasibility. Carl I. Hovland and
L. Janis, editors:- New Haven: Yale
University Press. 1959.
Riesman, David. Faces in the Crowd.
University Press 1952
Nevi
Yale
II
Glencoe,
1
Haven:
• Individualism Reconsidered.
Ill:-:--rl'i'fle :b'ree Press-ofcfre·ricoe.1 1954.
I
2nd. edition.
I
Rosenberg, Bernard and Davi~ White. Mass Culture.
New York: The Free Press of Gle~9577
Waples, Douglas, Bernard Berelson, and Franl{lyn R.
Bradshaw. What Reading Does to People • Chicago:
Univeri?i ty 61' · ch":icagoF1'ess-.-I952-:--·
Johan Ar·ndt ed.
II
11
Role of Product-Related Conversations
APndt_, Johan~
in the Diffusion of a New Product .. " Journal of
r<1arketlng Research. August, 1967. Vol~.·~rv.~-
1?P:~9~57=~---
Asch, Solomcm E..
"The DoctoPing of Suggestion,
Prestige, and Imitation in Social Psycholog'-y e II
Ps:ycn._ol2,£~a~ _R~~ew.
19~-89
Vol. 55# Pp. 250-276.
Austin, Gary R.o
"Non-Fiction Best Sellers: Types and
Trends." Journal of PsychologyQ August, 1953.
Vol. 33.,
Pp~ I1fJ~----·--·~"~
11
Centers, Ri.chardo
An Examinatlon of The Riesman Soc tal
Character 'fypology: A Metropolitan Survey e II
Soci.ometry. Vol. 25o September•, 19626 Pp~
23'1.,:2407~-
·1
!
;
I
~
Boston::
ARTICLES:
l
I
,
and Miriam Horovli tz.
"Social Char·acter
-a:ncrcon:t·ormi ty." Journal of Soc:l.al Psychology o
Vol. 60e Pp. 3Lt-3-·9-=--··~=~--·~---~~-~---~Donnelly, James o
"Soc :tal Character and Acceptance of Ne\'l
. · Products. 11 Journal of Market-:tng Research. Febx•uary,
19·r o. vo1. r:~-·'Pi:>:·-1Tt -~rrr:~---~--·~--,----=
!
58
Dornbusch, Sanford, and Lauren Hickman. "OtherDirectedness in Consumer Goods Advertising: A Test
of Riesman's Historical Theory." Social Forces.
Vol. 38. 1959. Pp. 99-102.
Gruen, Walter. "Preference for New Products and its
Relationship to Different Measures of Conform! ty, ''
Journal of Applied Psychology.
December, 1960.
Vol. 44 Fp. 361-6
Alice~
"Hardcover Best Sellers of 1967 in the
Book Trade.!! Publisher's weekly. January 29,
---1968. Vol. 193 Pp. 4T-j.
Hackett,
u.s.
Kassarjian, Harold H. "Social Character and Differential
Preference for !"lass Communication. 11 Journal of
Marketing Research. Vol. 11. May, 1965. Pp.
!
146-153.
•
"Social Character and
'' Journal of Applied
Behavioral Science. Vol. 1. No. 4., 1965.
Pp. 433-39.
~n-s-t'='"t.,..I'T'"v--=-i~ty-.T-r-a
. . ....i-ning.
---ff'::~---,.-,~----'
and Waltraud M. Kassarjian.
"Personality correlates of Inner- Other-Direction. 11
Journal of Social Psychology. June, 1966. Vol. 40.
Pp. 281-85
0
I
I
Kassarjian, Waltraud, "A Study of Riesman's Theory of
l
Social Character." Sociometry.
Vol. 25. September,:
1962. Pp. 213-330.
j
Kassarjian, Harold H., Waltraud M. Kassarjian, Arnold N.
Barban, and c. H. Sandage. "A Study of Riesman's
Inner-Other-Directedness Among Farmers." Rural
Sociology. J·une, 1970. Vol. 35. Pp. 223-43.
I
i
Michael, William B., Bernard Rosenhart, and Michael A.
De Camp. "An Experimental Investigation of
Prestige-Suggestion for Two Types of Literary
Material." Journal of Social Psychology. 1949.
Vol. 28. Pp. 303-323.
Morton, Patricia. "Riesman's Theory of Social Character
Applied to Consumer-Goods Advertising." Journalism
Quarterly. Winter, 1966. Vol. 45. Pp. 337-341.
Woodside, Arch G., "Social Character: Product Use and
Advertising Appeals." Journal of Advertising
Research. Vol. 8. No. 4. 1969. Pp. 31-35
.L ____.
1
---------------
·-·
..
_,.
l
J
•.·
_..;>-
59
DISSERTATIONS:
Kassarjian, Waltraud-Margot. A Study of Riesmanls
Theory of Social Character. UCLA. March 1960.
I
"'
60
APPENDIX I
_j
i_ __
,_.
--
'·"
_
.....
61
TABLE VI
RATINGS GIVEN SIXTY NON-FICTION
BEST SELLERS BY RESEARCHER ,
I-D
ITITLE AND AUTHOR
1.
2.
Profiles in Courap:e, 'oy
John Kennedy. Harper and Row.
1964.
_lh*
Information Please Almanac, ed. by
John Kieran~ Garden City Publishing
co..
1947.
3.
How to fvlake Friends and -Influence
People, by Dale Carnegie, Simon and
Schuster. 1937.
4.
Better Homes and Gardens Decorating
Book. i•Ieredi th. 1932.
5.
Etiquette, by Emily Post.
Wagnalls. 1923.
Random House Dictionarx.
House. 1966
Funk and
Random
.-
Arthritis and Common Sense, by
Dan Dale Alexander. Hitkower Press.
1956.
8.
The Hol~ Bible: Revised Standard
Version. Nelson. 1952.
9.
A Man Called Peter, by Cathrine
Marshall. NcGraw-Hill. 1952.
10.
Canasta: The Argentine Rummy Game,
by Josephine Artayeta de Viel.
Pellegrini and Cudahy. 1949.
11.
Dear Abb~, by Abigal van Buren.
Prentice-Hall. 1958.
12.
Inside Africa, by John Gunther.
Harper. 1955.
13.
l
L
0-D
u.s. Foreign Policy. by Walter
Lippman. Little, Brown. 1945
---·-----~---------------
1e
NB:UT.
62
l
TABLE VI (CONTINUED)
:TITLE AND AUTHOR
I
I-D
0-D
l1iEUT.
!
I
114.
l!15.
\
The Adams Family, by James Truslow
Adams. Little, Brown. 1930.
-
How to Live 365 Days a Year, by
John A. Schindler. Prentice-Hall.
Ij
1956.
116.
!
The Economic Consequences of Peace,
by John I•l. Keynes. Harcourt, Brace.
1920.
lda
Theodore Roosevelt, by William
Thayer. Schribner. ~920
The Outline of History, by H. G.
Wells. Nacmillan. 1921.
The Life of Christ, by Giovanni
Papini. Harcourt, Brace. 1923.
Through Conscious Autoby Smile Coue. American
Library Service. 1923.
_1f
Self-Mast~ry
Sg~stlon,
The Cross Word Puzzle Books, by
Prosper Buranellie. Simon and
Schuster. 1924.
_l_
Why We Behave Like Human Beings,
by George A. Dorsey. Harper. 1926.
~uction
C. Work.
24.
2f
Bridge Complete, by Milton
Winston. 1926.
2a
Jefferson and Hamilton, by Claude
Bowers. Houghton, Mifflin. 1926.
Disraeli, by Andre IV!arrows.
Appleton. 1928.
The Intelligent Woman's Guide to
Socialism and Capitalism, by George
Bernard Shav7. Brentano. 1928.
....ll
63
[
TABLE VI (CONTINUED)
!TITLE AND AUTHOR
i
!28.
I:29.
I
Contract Bridge Blue Rook, by
Ely Culberston. Bridge World.
The Story of My_~ife, by Clarence
Darrow. Schribner. 1932.
!
I
134.
I
l135.
l136.
l37.
1
I
I
You Must Relax, by Edmund Jacobson.
Whittlesey House. 1934.
I
Wake Up and Live, by Dorethea Brande.
Simon and Schuster. 1936.
l
Inside Europe, by John Gunther.
Harper. 1936.
.,I
The Importance of Livin~, by Lin
Yuntang. John Day, Inc •• 1938.
I
Madame Curie, by Eve Curie.
Doubleday, Doran. 1938.
_11
Benjamin Franklin, by Carl Van
Doren. Viking Press. 1938.
_11
38.
American White Paper, by Joesph W.
Alsop Jr. and Robert Kinton. Simon
and Schuster. 1940.
39.
Black Boy, by Richard Wright.
Harper. 1945.
40.
A Study of History, by Arnold J.
Toynbee. Oxford Press. 1947.
41.
The Fireside Book of Folk Songs.
Simon and Schuster. 1947.
42.
How to Stop Worrying and Start Living,
Simon and Schuster.
,
by Dale Carnegie.
lL
1 947
•
_______
,______
1
I
1931. ___
131.
Ii33.
NSUT.
_11
Only Yesterday, by Frederick Lewis
Allen. Harper. 1952.
l!32.
0-D
Little,
l30.
I!
0
Lincoln, by Emil Ludwig.
Brown. 1930.
I-D
2a
-
--Z.Q.
--------
64
r--------------·-------------,
I
TABLE VI (CONTINUED)
I
~~~~~~~================~~~~~~==
I-D 0-D NEUT.
:TrrLE AND AUTHOR
i
143.
l:44.
I
:45.
I
i
l46.
I;
I
i47.
l
l
Sexual Behavior in the Human Male,
by A. c. Kinnsey. Saunders. 1948
A Guide to Confident Living, by
Norman Vincent Peale. PrenticeHall. 1949.
Betty Crocker's Picture Cook Book.
McGraw-Hill. 1950
J..ook Younger, Live Longer, by
Gayelord Hauser. Farrar, Straus,
and Young. 1950.
How I Raised Myself from Failure to
Success in Selling, by Frank Bettger.
Prentice-Hall. 1950.
'I
!48.
!
I
Kon-Tiki, by Thor Heyerdahl.
Rank Hc.NaJ.ly. 1950.
i49.
IDe Sea Around Us, by Rachel L.
Carson. Oxford University Press.
1951.
bo.
l
The Secret of HaPpiness, by
Billy Graham. Doubleday. 1955.
rl.
Why Johnny Can't Read, by Rudolf
Flesch. Harper. 1955.
l2.
Better Homes and Gardens Barbecue
Book. Meredith. 1956.
!.53·
The Nun's Story, by Kathryn Hulme.
Little, Brown. 1956.
I
r4·
r5·
I
__1Q
2b
_J_
2a
..1£
The Status Seekers, by Vance Packard
Mckay. 1959.
The Conscience of a Conservative, by
Barry Goldwater. Victor Publishing
Co •• 1960
-1a
I
__ __j
65
I
TABLE VI (CONTINUED)
I
!
I-D
:TITLE AND AUTHOR
l
156. Happiness is a \<larm Puppy, by
Charles Schultz. Determined Products.
I
0-D
NEUT.
1962.
·57.
I!58.
I159.
I
160.
Calories Don't Count, by Dr. Herman
Taller. Simon and Schuster. 1961.
Games People P1ay, by Eric Berne, M.D.
Grove Press. 1966.
]1.ush to Jud.gement, by t-1ark Lane.
Holt, Rinehart, and Winston. 1966.
Human Sexual Resnonse, by William
Howard Nasters. Little, Brmm.
1966.
l----~~--------~--~~~------~~~----~--~~----~-------
lrat1n:s~~d~~ge Jl:l of this report for explanation of
Iby
1
6
Indicates book rating that differs from rating given
majority of panel.
.lL _____._______ ,____
I
,!
66
TABLE VII
RATINGS GIVEN SIXTY NON-FICTION
BEST SELL3RS BY P~~L MEMBERS
,T!Ttl:!! AND AU·rHOR
I-D
0-D
NE:UT.
0'
!
Profiles in Courage, by John
2.
Information Please Almanac, ed. by
John Kieran.
3.
4.
!
I
I
i
Better Homes and Garden Decorating
Book.
__
1_
6.
nandom House Dictionary.
7
Arthritis and Common Sense, by
Dan Dale Alexander.
I
I a.
I 9.
I11 o.
I
I!11.
Ii12.
I
I
~3.
I
!
The Hol.1[ Bible:
Version.
2a
__
1_
2
_1_
,,l:
I
I
Revised Standard.
_1_
A Man Called Pet€r, by Cathrine
Marshall.
Canasta: The Argentine Rummy G~,
by Josephine Artayeta de Viel.
2
Dear Abby, by Abigal van Buren.
2
U. S. Foreign Policy, by Walter
Lippman.
2
_1_
The Adams Family, by James Truslow
Adams.
14.
Inside Africa, by John Gunther.
15·
How to Live J65 Days a Year, by
John A. Schindler.
I
_1_
_1_
Etiquette, by Emily Post.
0
__l_
!
J!ow to :t-1ake Friends and Influence
Eeople, by Dale Carnegie
5.
i
i
Kennedy~
1.
-2
:
------------------------------'
67
TABLE VII (CONTINUED)
I-D
;TITLB AND AUTHOR
116.
Ij17.
I
118.
l!19.
I
0-D
:f\TEUT.
The Economic Consequences of Peace,
by John H. Keynes.
_L
Theodore Roosevelt, by William
Thayer.
_l_
The Outline of History, by H. G.
Wells.
_1_
The Life of Christ, by Giovanni
Papini.
_l_
Self-i.\1astery Thro1.lgh Conscious
Auto-Suggestion, by Emile Coue.
.2
l
2a
2a
I
I
120.
I(21.
I
I
122.
I
23.
__
1_
The Cross Word Puzzle Books, by
Prosper Buranellie.
__!_
Why He Behave Like Human Being_s,
by Geo·rge A. Dorsey.
2
_!_
Auction Bridge Complete, by Milton
c. Work.
2
_l_
_!_
2
24.
Jefferson and Hamilton, by Cluada
Bowers.
25.
Disraeli, by Andre Marrows.
26.
The Intelligent Woman's Guide to
Socialism and capitalism, by
George Berna~d Shaw.
27.
Believe It or Not, by Robert Ripley _
Lincoln, by Emil Ludwig •.
2
Contract Bridge Blue Book, by
Ely Culberston.
t._~_~_i_~_n_:_e_s_t_e_r_d_a_y_,
2 ·
2
1
_b_y
__
F_r_e_d_e_r_i__c_k_L_e_w_i_s--- - - - - -
1
_j
68
-l
TABLE VII (CONTINUED)
TITLg AND AU'I'HOR
I!
I-D
0-D N3UT.
31.
The Story of My Life, by Clarence
Darrow.
!32.
You Must Relax, by Edmund Jacobson.
2
_L
I!33.
Wake Up and Live, by Dorethea Brande. ___
2
....L.
134.
Inside Europe, by John Gunther.
_L
135.
The Im}2ortance of Living, by Lin
Yuntang.
_L
36.
Madame Curie, by Eve Curie.
_L
'37.•
Ben,jamin Franklin, by Carl Van Doren _]_
38.
American Whi t_e Paner, by .Toesph W.
Alsop Jr. a~d Robert Kinton.
I
I
I\39.
I
(4o.
I141.
142.
2
2a
"'
2
A Study of History, by Arnold J.
Toynbee.
2
How to Ston Worrying and Start
Living, by Dale Carnegie.
2
~
Black Boy, by Richard Wright.
The Fireside Book of Folk Songs.
2a
-2
4.
A Guide to Confident Living, by
Norman Vincent Peale.
_L
Betty Crocker's Picture Cook Book
_1_
Look Younger, Live Longer, by
Gayelord Hauser.
_L
~7
I •
1
-:-
_l
Sexual Behavior in the Human Male,
by A. c. Kinsey.
li6.
J
_L
3.
~5·
_L
I
2
_L
2a
How I Raised Myself From Failure
!2_Success in Selling, by Frank
·L____Be~_t_g_e_r_.___________________
_L
·---J
69
TABLE VII (CONTINUED)
I-u
:·riTLS AND AUTHOR
l'
0-D
Ne:UT.
:48.
Kon-Tiki, by ·rhor Eeyerdahl
2
...L
!49.
The So a Around Us, by Rachel L.
Carson.
2
_L
i
I
.I
I
I
I
50.
!
'
i
The Secret of HaJ2:Qiness, by Billy
Graham.
pl.
t>lhJ: Johnn;z Can't Read, by Rudolf
Flesch.
i52.
j
Better Homes and Gardens Barbecue
Book.
:53.
The Nun's Story, by Kathryn Hulme
.J..._
2
_L
2
2
.J..._
I
The Status Seekers, by Vance Packard___
2
The Conscience of a Conservative, by
Barry Goldwater.
_l_
HapJ21ness is a Warm Puppy, by
Charles Schultz.
Calories Don't Count, by Dr. Herman
Taller.
Games PeoJ2le Play, by Eric Berne;
Rush to
Jud~ement,
by Mark Lane.
....L.
M.~
-2
_1_
_1_
...1....:
Human Sexual Response, by William
Howard Hasters and Virginia E.
Johnson.
*Number of panel members placing book in this
particular category.
1
l
!
aindicates book rating that differs -from rating given
by researcher.
II
i
L-~
I
70
------------------------------------------------------------~
TABLE VIII
LIST OF TEN NON-FICTION BEST SELLERS
SUBMITTED TO SUBJECTS*
1TITLE AND AUTHOR
1.
Conscience of a Conservative, by
Barry Goldwater.
Inner-directeci
2.
How to Live 365 Days a Year, by
John Schindler.
Other-directed
J.
Ben,iamin Franklin, by Carl Van Doren Inner-directed
4.
Jefferson and Hamilton, by Claude
Bowers.
II 5.
Happiness is a Warm Puppy, by
Chs.rles Schultz.
I
Theo~ore
l
RATING
6~
RooseveltJ by William
Inner-directed
Other-directed
Inner-directed
'fhayer.
7.
How to Make Friends and Influence
People, by Dale Carnegie.
Other-directed
8.
A Guide to Condident Living, by
Norman Vincent Peale.
Other-directed
9·
The Life of Christ, by Giovanni
Papini.
Inner-directed
How to Stop Worrying and Start
Living, by Dale Carnegie.
Other-directed
'1 o.
*The social character orientation of all books on
this list was unanimously agreed upon by the panel of
experts.
,--
71
TABLE IX
LIST OF NON-FICTION BEST SELLERS
INVESTIGATED BY STUDY AND
THEIR SOCIAL CHARACTER CLASSIFICATION* ·
iTITLE AND AUTHOR
I-D
0-D
N~Ur.
1922
1.
The Outline of History, by H. G.
Wells.
Hacmillian.
1d
2.
rrh..st.. Story of f/lanldw!, by Hendrik
\Villem Van Loom. 3oni and Li veright .1d
J.
The Americanization of Edward Bok.
Schribner.
.4.
5.
6.
7.
_11
Diet and Health, by Lulu Hunt
Peters. Reilly aDc Lee.
2d
}j:J.e Nind !n the Haking, by James
Harvey Robinson. Harper.
_g£
The Outline of Science, by J.
Arthur Thomson.
Putnam.
_l_
Outwitting Our NBrves, by Josephine
Centu.J..'Y•
A. Jackson.
2f
8.
Queen Victoria, by Lytton Strachey.
Harcourt Brace.
9.
Mirrors of.Washington, by Anonymous.
Putnam.
_11
10.
Painted 1,-J'indows, by a Gentleman
With a Duster. Putnam.
11.
The Story of Philosophy, by Will
Durant. Simon and Scuhuster.
12.
Napoleon, by Emil Ludwig.
·~~-----a-nd
Liveright.
Boni
_ll
_1Q_
72
TABLE IX {CONTINUED)
!TITLE AND AUTHOR
13.
14.
I-D
Revolt in the Desert, by T. E.
Lawrence. Doran.
'
·rrad.er Horn, Vol. I., by Alfred
Aloyseus Horn and Ethelreda Lewis.
Simon and Schuster.
by Charles A. Lindbergh.
_l1
I
Putnam.le
I
I
~.
16.
Ask Me Another, by Julian Spafford an
and Lucien ~sty. Viking Press.
18.
19.
20.
I
·I
l
I
The Royal Road. to Romance, by
Richard Halliburton. Bobbs-Merrill
~
The Clorius Adventure, by Richard
Halliburton. Bobbs-rvierrill.
~
vlhy He Behave Like Human Beings ,
by George Dorsey. Harper.
Mother India, by Katherine Mayo.
Harcourt Brace.
2f
ld
1932
21.
22.
23.
24.
j
NEUT.
.,I
15.
17.
0-D
The Sui~ of America, by James
Truslow Adams. Little, Brown.
~
Only Yesterday, by Frederick Lewis
Allen. Harper.
~
A Fortune to Share, by Nash Young.
Bobbs-I1errill.
la
Culbertson's Summary, by Ely
Culberston. Bridge World.
25.
Van Loom's Geography, by Hendrik
Willen Van Loom. Simon and Schuster.ld
26.
What We Live By, by Ernest Dimnet.
Simon and Schuster.
L~--------------
2a
2f
73
l
TABLE IX (CONTINUED)
:TITLB AND AUTHOR
The Narch of Democ?ac~, by James
Truslow Adams. Little, Brown.
28.
29.
30.
Washington Herry-Go-Hound, by
Drew Poarson. Liveright; Blue Ribbon
Books.
The Story of My Life, by Clarence
Darrow. Schribner.
~
_11
More I1erry-GO-Round, by Drew Pearson.
Liveright.
2e
1937
31.
32.
33.
How to Win Friends and Influence
Peo"Qle, by Dale Carnegie. Simon
Rnn Schuster.
2b
An American Doctor's Odyssey, by
Victor Heisel. Norton
·le
The_, Return of Religion, by Harry
Link. Macmilljau.
_!£
34.
The Arts, by Hendrik Willen Van Loom.
Simon and Schuster.
_!£
35.
Orchids on Your Budget, by Marjorie
Hillis
~
Present Indicative, by Noel Coward.
Doubleday, Doran.
_£g
36.
Mathematics for the Millions, by
Lancelot Hogbow. Norton.
38.
39.
Life With Mother, by Clarence Day.
Knopf.
~
The Nile, by Emil Ludwig.
Press.
~
Viking
-·--·---------------·----
74
TABLE IX (CONTINUED)
'TITLE AND AUrrHOR
I-D
0-D
N~U'r.
The Flowering of New England, by
VanWyck Brooks. Dutton.
1942
41.
42.
4).
44.
4 5.
See Here, Private Hargrove, by
Marion Hargrove. Holt.
2d
Mission to Moscow, by Joesph E.
Davies. Simon and Schuster.
~
The Last Time I Saw Paris, by Elliot
Paul. Random House.
~
Cross Creek, by .IYlajorie Kinnan
Rawlings. Schribner.
XJ,p tOTYJnroup::h Air
P01'18X' r
2a
by
Hajor Alexander P. de Seversky.
Simon and Schuster.
ld
46.
Past Imperfect, b3· Ilka Chase.
Doubleday. Doran.
47.
They Here Expendable, by W. L. White.
Harcourt, Erace.
~
48.
Flight to Arras, by Antoine de
Exupery. Rrynal and Hitchcock.
~
~
Washington is Like That, by W. M.
Kiplinger. W. M. Kiplinger.
50.
Inside Latin America, by John
Gunther. Harper.
51.
Peace of Mind, by Joshua L. Liebman.
Simon and Schuster.
52.
Information Please Almanac, ed. by
John Kieran. Garden City Publishing
Co ••
_££
J
75
I
TABLE IX (CONTINUED)
I
I
Ai':D
I
1
53.
I
Ii 54.
AUTHOR
I-D .0-D
Inside U.S.A., by John Gunther.
Harper.
I
'l
A Study of History, by Arnold J.
Toynbee. Oxford University Press. _ls;l
Speaking Frankly, by James F.
Byrnes. Harper.
I
!
2f
56.
Human DestL1y, by Pierre Lecomte
de Nouy. Longmans, Green.
57.
The ~gg and I, by Betty MacDonald.
Lippincott.
58.
The American Past, by Roger
Butterfield. Simon and Schuster.
59.
The Fireside Book of Folk Son~s,
by Margaret Boni. Simon and Schuster.
60.
N~UT.
l
'I
I
~
2d
_l_
I
2a
Together, by Katharine T. Marshall.
Tupper and Love.
-1£
1952
61.
The Holy Bible: Revised Standard
Version. Nelson.
_lQ.
62.
A Nan Called Peter, by Cathrine
Marshall. McGraw-Hill.
-1£
6).
U.S.A. Confidential, by Jack Lain
and Lee Mortimer. Crown.
64.
65.
i 66.
The Sea Around Us, by Rachel
Carson. Oxford University Press.
Tallulah, by Tallulah Bankhead.
Harper.
Power of Posi.tive Thinking, by
Noi':nan V. Peale. Prentice-Hall.
L---·-------------------·
~
ld
_£g
2b
1
-·----·-------==-----===---===---.!
76
TABLE IX (CONTINUED)
iTI'rLf~; AND AUTHOR
l 67.
68.
69.
70.
I-D
0-D
This I Believe, ed. by Edward P.
Morgan. Simon and Schuster.
NEUT.
_]_
This is I~e, by Wilson Hicks.
Holt.
...1£.
Witness, by Wittaker Chambers.
Random House.
--1&
Mr. President, by William Hillman.
Farrar, Straus, and Young.
..2£
1957
71.
Kids Say The Darndest Things, by
Art Linkletter. Prentice-Hall.
2d_
72.
~he
73.
Stay Alive All Your Life, by
Norman Vincent Peale. Prentice-Hall.
FBI Story, by Don Whitehead.
Random House.
2c
74.
To Live Ag;atn, by Catherine f'IIarshall.
McGraw-Hill.
-1£
75.
Be~ter Homes and Gardens Flower
Arranging. Meredith.
2a
Where Do You Go? Out. What Do Ym:>.
Do? Nothin,q;., by Robert Paul Smith.
Norton.
2d
76.
77.
Baruch:
My Own Story, by Bernard
Holt.
11. Baruch.
78.
Please Don't Eat the Daisies......
Jean Kerr. Doubleday.
~
by
79. · The American Heritage Book of Great
Historical Places.
80.
Simon and
Schuste~
The Day Christ Died, by Jim Bishop.
Harper.
_j_£
_l_
__
_
---------------------------11
77
TABLE IX (CONTINUED)
'================================~====~~
I-D 0-v N~UT.
!TITLE AND AUTHOR
1962
81.
Calories Don't Count, by William Taller.
Simon and 3chuster.
82.
The New ~u~lish Bible: The New
Testamei)t. Cambridge University
Press and Oxford University Press.
8).
Better Homes and Gardens Cook Book.
Meredith.
84.
Q..~d
Hucl_son.
as.
86.
Juleps, by Virginia
J•lacmillian.
Happiness is a Warm Puppy, by Charles
Schultz. Determined Productions.
!be Joy of Cooking, by Irma s.
Rombauer.
Bobb-Merrill.
87.
Iviy Life iD Court, by Louis Nizer.
Doubleday.
88.
The Rothschilds, by Fredric Morton.
Atheneum.
89.
Sex and the Single Girl, by Helen
Gurley Brown.
Bernard Beis.
90.
Travels With Charl~, by John
Steinbeck. Viking Press.
91.
Death of a President, by William
Manchester. Harper and Row.
92.
Minery is a Blind Date, by Johnny
Carson. Doubleday.
93.
2b
Games People Play, by Eric Berne M.D .•
Grove Press.
2d
___
2a
I
of
2d
2r·---------'
_
1
78
TABLE IX (CONTINUED)
TITL~
AND
AUraoR
I-D
0-D
94.
Stanyan Street, by Rod
Random House.
95.
Aftiodern Priest Looks at Bis OutDated Church, by Father James
Kavanaugh. Trident Press.
96.
Everything But Hone~, by Sam
Levenson. Simon and Schuster.
97.
Our Cro~>Td, by Stephen Birmingham.
Harper and Row.
98.
gdgar Cayce~-The Sleeping Prophet,
by Jess Stearn. Doubleday.
99.
Better Homes and Gardens Favorite
}:Lays ~'Ji th Chicken. I'1eredi th Pres~
2a.
Phyllis Diller's Marriage Manuel,
by Phyllis Diller. Doubleday.
2d
100.
~1okuen.
*See page J8 for explanation of rating code.
N~UT.