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This article seeks to depict the pivotal role Hugo Munsterberg, the great pioneer in industrial psychology, played in the lives of his students, some of whom were feminists regardless of his own chauvinistic opinions. The article aims to examine the contributions made by Mary Calkins, Ethel Puffer, and William Marston, all former students of Munsterberg, who went on to make valuable contributions in psychology, women's issues, the polygraph, and the creation of the first and most famous comic book super heroine.

Synthesizing articles from history journals, writings about the figures of interest, published works by the figures themselves and other resources, this paper illustrates how Hugo Munsterberg impacted the scholarly careers of Calkins, Puffer, and Marston who all made valuable contributions to academia and popular culture.

This paper concludes that Munsterberg's influence was evident in the works of Calkins, Puffer, and Marston in areas as diverse as the psychology of beauty to the detection of deception. Despite his own chauvinistic views Munsterberg had an amicable and productive relationship with the aforementioned students, which sometimes extended beyond a professional relationship. Consequently, they initiated a research agenda that was greatly influenced by Dr Munsterberg.

This article highlights Dr Hugo Munsterberg's influence on Calkins, Puffer, and Marston, who made valuable contributions in women's issues, as well as the development of DISC theory, and the super‐heroine Wonder Woman.

Lillian Moller Gilbreth (1878‐1972) extended scientific management into marketing practice in the late 1920s. This paper aims to illuminate several of these practical extensions.

The paper is an historical case study.

Gilbreth brought her psychologically enlightened brand of scientific management to Macy's Department Store in New York City in the mid‐1920s; she accomplished early marketing research for Johnson & Johnson in 1926; and she designed model kitchens in the late 1920s and 1930s which showed homemakers how to minimize wasted motion and unnecessary fatigue in housework while maximizing the psychological well‐being of their families.

Gilbreth's accomplishments show that marketing research has a longer history than was once assumed, offering further support for the revision of Keith's 1960 periodization of this history.

This paper is the first to reveal how Gilbreth's unique mix of psychology and scientific management entered the field of marketing in the interwar period.