(^126) T H E M IN D O F THE B UY E R
i s j u stified. Fo r wh a t ba nks seek th rough
a dve rti si ng is fi rst c onfi denc e, th e n dep osi ts.
Th ey a re oblige d to keep c onfidenc e a s th ei r
ch ief aim. Th ey kn ow th a t a t best i t i s a p re
c ari ous an d fragil e en ti ty, whi ch eve r so sligh t
a thin g may dis tu rb ; h enc e th ey refrai n from
em pl oyin g any m eth ods th a t m ay by th ei r
ec cen t ricity sh ock i t.
Two devices for inst illing confidence. F rom
th e foregoin g a nalysis o f c onfid ence th e re ader
is p repa re d to se e wh a t usual ly pa ss e s i n th e
mind of th e b uye r wh e n h e i s devel oping c on
fidence i n a c omm od ity. D ue to h i s “ primitive
c re dulity” th e buye r tends to believe th e fi rst
sta tem en t m a de abou t th e commodity. S o‘on,
h oweve r, h e thinks of som e pa s t exp e rie nce s
wh ic h c on trove rt th e statem en t, whi ch arouse
wi thi n his min d disbel ie fs, a nd which a ct a s in
hibitio ns to th e p urch a se o f t h e com mo di ty.
Th e se th e sell e r m us t ba tt e r down. H e may
use tw o psych ol ogic al aids
Th e fi rst is rep e tition. An a ss e rti on re
p eated often en ough will go fa r t oward
c re a ting beli ef i n i t. This is th e psych ol ogical
j us tific a ti on fo r th e consta n t use of such
slogan s a s, “ Ask th e m a n wh o owns on e” ;
“ Th e re’s a rea son” ; “ 9 9 44
/^100 % p ure
” ; “ An
appl e a day keep s th e do ctor away” ; “ Th e ut
nextflipdebug5
(nextflipdebug5)
#1