William Moore Loman, 78, a former psychology instructor at George Washington University and an official of the Hecht Company department store for 38 years before retiring in 1965, died of cancer Friday at Montgomery General Hospital.

Mr. Loman was a native of West Virginia and moved to Washington in 1906. He was a graduate of the old Central High School and George Washington University. After spending a year teaching psychology at Columbia University, he returned here and became an instructor at George Washington University.

He joined the Hecht Company as its personnel director. He later served as the company's research director and as executive assistant to the general manager. He was director of operations control when he retired.

In addition to working for Hecht, he taught at George Washington University from the late 1920s to the mid-1950s.

Mr. Loman, a former resident of Washington and Takoma Park, lived in Silver Spring at the time of his death.

His first wife, the former Katherine Buynitzky, died in 1959.

Survivors include his wife, Mildred (Billie), of Silver Spring; two sons by his first marriage, Edward William and Robert Cooper Loman, both of Bethesda; a stepdaughter, Joan Justice of Stuart, Fla.; a sister, Martha Bruyere of Takoma Park; four grandchildren, and one stepgrandchild.