1919, and in 1920, elected president of Northwestern University of which he served until 1939. In 1933, he was awarded the Cross of the Legion of Honor by the French Government for his contributions to education and the Goethe Plaque by the German Government "in recognition of Northwestern University's impressive celebration of Goethe's anniversary". Scott will be recalled as the president who transformed Northwestern into a financially stable, administratively consolidated, and academically respectable university. At Northwestern, Scott Hall is named for Walter and his wife Anna Miller Scott. He was a member of Phi Beta Kappa, Sigma Xi, and Alpha Phi Omega. Quantitative intelligence Along with Alfred Binet and Walter Van Dyke Bingham, Scott applied the military's need for "quick thinking" recruits when developing "intelligence." Scott devoted all of his psychological career to researching methods of social control and human motivation. Much of his interest in this subject was attributed to Wilhelm Wundt's influence while at Leipzig. This interest ultimately lead to his great contribution to Applied psychology. Scott adopted an optimistic approach to personal management with the goal that humans could overcome limitations. Unlike Hugo Münsterberg and Harry L. Hollingworth, Scott disregarded real features in the workplace like fatigue and stimulants on the worker. Like Sir Francis Galton had been a primary influence on Scott's two books, he similarly had elitist views about the use of science to organize society but believed habit dictated social order. Scott was not motivated to discover whether innate influences outweighed environmental factors. Rather, he was motivated by practical social needs, allowing him to rephrase Galton's human variation analysis as "personal" differences. Prior to World War I, Scott developed tests for any variety of mental functions that business clients specified as most desirable among prospective employees. Using his "personalized" approach, Scott praised the individual and autonomy—escaping the influences of environment and heredity. Scott, Galton, and Binet all sought to facilitate the institutional placement of persons by objectifying evaluations and assuming that mental ability was innate. Role in applied psychology The nature of applied psychology was too demanding for Walter Dill Scott to continue his research on human behavior, which lead his focus to establishing his own theories. Scott developed laws of suggestibility as a critical mechanism of advertising. He argued that consumers don't act rationally, and therefore can be easily influenced. According to Scott, consumer suggestibility was based on three factors: emotion, sympathy, and