CHAP T E R TE NTH E POW ER o r R EA SONR eason and the will. Afte r p assin g through
th e sta ge s j ust d esc rib ed, th e b uye r i s r eadyto pe rform th e a c t of p urch a se. His conditi o n
of min d a t thi s momen t i s unique. I t i s c all e d
by such name s a s decision , re sol uti on, will ,
volition, p sych ol ogi cal mome n t. W e sh all
di sc uss it s m os t c ritical a sp ect in Ch apt e r
X I I I unde r th e c ap tio n, Th e P sych ol ogic al
M om en t. M ea nwhil e we shall disc uss several
subordina te m ental p ro ce sse s th a t. m ay im
media tely p recede it an d in fluenc e i t : rea son
i ng, i n stin ct, suggestion. Th ese, w e h a sten
to a dmi t, may be used efi ec tivel y a t e arlier
sta ge s of th e sal e ; b u t th ey a re th e b a t te ry of
forces whi ch th e selle r u sually reserve s fo r th e
c rucial m om ent o f decision ; h en ce w e h ave
wait e d un til thi s poi nt to disc us s th em.
A nalysis o f reaso ning. Wh e n a person rea
sons, he goe s th rough fo ur ra th e r cl ea rly
ma rke d sta ges. In hi s m en tal s tre am w e m ay
distin guish fo ur division s : (^1 ) th e awa reness
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