The Mind of the Buyer

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G OOD ‘F EED BN GKA (R EQU ILS ITIE 9 dl
exampl e, a sci en tist wh o i nvestiga tedibthe
effe c t o f va ri ou s s tim ul i up on th e ex tenti tbi
th e knee-j e rk, discovere d th at pl easant mu si c
inc rea se d th e exte nt o f th e movemen t. W e
canno t a c cep t unqual ifiedl y thi s th oro ugh go~
ing rel a tionship b e twe en pl ea santne ss. an d
h eigh tening of b odily p owers, b ecause of c e r
tai n c ont ra dict o ry evi denc e wh ich w e sh al l
no t e nte r in t o h e re. N eve rth ele ss th e th eory
offers i nt e resting p ossibili tie s fo r sp ecula ti on
c oncerning the p owe r o f pl ea san t feelings ove r
th e a c tion s o f th e b uye r.
Ano th er view i s somewh at mo re c re dibl e ,
na mely, th a t plea sa nt feeli ngs with re spe c t to
a n obj ec t a re a cc ompanie d by m ovem ent s to
ward, whil e unpl easan t feelings a re ae com
pa nied by m ovement s a way from, th e obj ec t.
S ome thing o f this sor t seem s t o h a pp en wh e n
w e make exp erim ent s up on a simpl e organism
like th e amoeba. Wh en w e pl ac e o ne kin d
of obj ec t i n hi s neighbo rh oo d h e m oves t owa rd
i t ; wh e n w e pla c e th e re an o th er kin d of obj ec t,
h e quickly m oves away. An i nfan t rea ct s
simil arly. To a shiny b all dan gling b efore his
eye s h e rea ch e s fo rth his h an ds ; from a sh a rp
pin h e draw s aw ay.
I t i s p robabl e th at a n a dul t rea ct s wi th
simil a r p osi tive a n d nega tive m ove ment s ac

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