C ON F I D E N CE AN D G O O D W ILL 1 23
ful l c onfidenc e. A fte r rea ding th ese descrip
ti ons a selle r m ay understan d m o re cl e arly
wha t a p owerful ally h e h a s i n th e m ind o f
a b uye r who m aintains impl ici t confide nc e i n
hi s ( th e selle r’s ) goo d s.
Such in o utline i s th e genesi s a n d devel op
m en t o f c onfide nc e i n th e life tim e o f t h e in
divi dual. F ro m a c rude, p ri mitive, alm ost
a nimalis tic “ sensation-co efiicient, ” a s on e
p sychol ogis t ( B al dwin ) p uts i t, i t devel op s
by a proc ess o f tes ting of th o ugh t wi th ex
ternal ity, i nt o th e refine d a n d sub sta n tia l
fo rc e th a t we call by such m eaningful a n d
solem n wo rds a s belie f, t ru st, c redit, fai th.
To c rea te thi s i s a life-time ta sk. N ow w e
see why i t ofte n re quire s a l ong tim e t o b uil d
up p ublic c onfidenc e in c ertai n c om modities.
F o r exa mpl e, i t took a l ong ti me for th e p ublic
to devel op c onfi denc e i n th e b usiness of a d
vertising a s such ; b eca use i n th e e a rly days
of a dve rt ising, th e b uye r, trusti ng hi s firs t
imp re ssion s tinged with “ p rimi tive c re dulity, ”
a ttemp ted to ac t up o n th em a n d wa s dec eived.
H e foun d un reali ty wh e re h e h a d a t trib uted
reali ty. Fo r a l ong tim e, th en, wh eneve r h e
wa s tempte d to a c t on a n a dve rti sement, h e
re call e d his fi rst unpl ea san t experie nc e s a n d
th ey c on tra dic te d th e st atem ents h e wa s re a d
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