Red Cedor Shingle Burequ Convention Hecrrs of Psychologicql Reseqrch in Forest lndustries

A growing desire by Americans for more individuality provides a great opportunity for the home building industry and particularly f or manufacturers of materials having warmth and personality, such as Red Cedar shingles and shakes. This was the message presented by Dr. Ernest Dichter, president of The Institute for Research in Mass I\Iotivations, speaking before the 38th annual convention of the Red Cedar Shingle Bureau in Seattle, December 3.

"The consumer wants to feel that what he has purchased is individual, personal and something to be proud of," Dr. Dichter said.

"This is the source of the 'do it yourself' trend, which is not just a fad but the beginning of a clear expression of this desire for individuality.

"We see the same desire expressing itself in the increasing demand for individuality in house construction, whether the builder is engagecl in a single dwelling or a huge development."

Dr. Dichter, who pioneered the use of psychological research in marketing and advertising, was reporting to the assembled members of the Red Cedar Shingle Bureau some of the ramifications of a study which his Institute recently completed for the shingle producing group, believed to be the first psychological research study undertaken in the forest industries.

"What we are facing," Dichter said, "is that Americans rvill not just be satisfied with a pushbutton, Buck Rogers world. They want more than that from the great industrial machine they have built. They want warmth, naturalness, beauty, and the feeling of personal identification. They expect their civilization to produce not just a multitude of things but a general feeling of belongingness-and at a price which everyone can afford.

"Where do red cedar shingles fit into this picture ?" he continued. "Well, we know from our studies that everv- one loves Red Cedar wood. It creates the feeling o{ warmth and naturalness that Americans crave-it has individuality. People feel they want it. What is the obstacle? We must combine these important emotional appeals with still one other. The consumer must be convinced that it is also fractical.

"He must be convinced that, because he is building for his own future, if there is a slight additional cost involved in using Red Cedar Shingles, it is well worth it. It will help him attain his individuality and thus fulfill a basic emotional need. When we have conveyed to him that Red Cedar Shingles are practical in this sense, we will be assured an ever increasing market for red cedar shingles and shakes."

The meeting was attended by shingle manufacturers from Washirtgton, Oregon and British Columbia. Elected president of the Bureau for 1955 was H. V. Whittall, well-known Vancouver, B.C., shingle producer. He suc,ceeds Earl S. Wasser, Portland, Oregon. The new Bureau vice-president is R. D. Mackie, Aberdeen, Washington. Re-elected Bureau secretary-manager was Virgil G. Peterson, Seattle.

Expect 1955 Housing Storts fo Top |,3OO,OOO

Washington, D.C.-Supporting Administration plans, a joint report by the Commerce and Labor departments predicts that 1955's housing starts should reach 1,300,000, of which all but about 30-35,000 will be private housing. Total new construction in 1955 is expected to reach $39.5 billion, an increase of 7/' over 1954. The report holds out the prospect of a l3/o increase in home building, which is expected to be responsible for the largest single increase in private construction volume, or approximately $15 billion, which is 55/. of the expected $27.4 billion of total private construction. The government's report is based on the assumptions that the economy will remain stable, that building costs .rr'ill stay about the same, and that consumer income will mair,tain its record levels.

Los Angeles County Building Expected fo Top Billion Mork

The year 1954 was expected to top the booming billiondoilar mark for the third time in Los Angeles county's history and perhaps set a new high in construction. The county's building permits totaled $928,269,425 from Jannary 1 to November 1, an increase ol $2,249,327 over the same period in 1953, the year in which the high of $1,040,000,000 was established, Quentin W. Best, chairman of the Construction Industries Committee of the Los Angeles Chamber of Commerce, said recently.

G. E. Morris, city building superintendent, revealed that during November permits were issued for $36,607,722 irLos Angeles city and county, nearly $6 million greater than October, and $10 million more than November 1953. The city's total for the year to date, however, was below 1953.

One Of 10 Woods From The

Extremely light and sttong for its weight, smooth and soft-textured, straight-grained-Engelmann Spruce has a wide range of uses from rough construction to fine interior finish. lts nearly-white color, small knots, ease of working suit it for paneling, moulding, window frames and built-in furniture.

Engelmann Spruce comes in 3 select, 5 common, 4 dimen' sion grades. You can order it in straight or mixed carstogether with other woods from the Western Pine region -from most Western Pine Association member mills.