The Mind of the Buyer

CHAP TE R E LE VE N

I NSTI NCTIVE FA CTORS

Intro duction. B roadly sp eakin g, th e a c ti on s

o f th e b uye r h ave two so urces : h abi ts fo rm ed

i n hi s o wn life ti m e a nd i nh erita nce s from p re

vio us ge ne ra tion s. W e h ave consi de red th e

fi rst with c onside rabl e deta il i n o u r disc u ssions
of repe ti tion , imagina tion, i nt e re st, desire ,
reason ; p oin ting o ut d evice s by which to evoke
th e so - calle d h abi tual ac ti on s. We h ave
t o uch e d only ligh tly, h ow eve r, up on th e
so urc es o f th e secon d cl a ss th ough w e h ave

b e en oblige d to tak e some n otice o f th em ,

p ar ticula rly wh e n di scus sing a t ten tio n an d

feeling. W e sh all now a ton e fo r thi s n egl ec t

by devo tin g a n e n ti re ch apte r to th em.

Definition o f instinctiv e action. W e c all th ese

i nh eri te d fa ct ors in sti nc tive, d efi ning th e

t erm a s foll ow s : An ins tinc tive a c t is a seri e s

o f ac t s o f a n h e redita ry na ture, h avi ng a defi

ni te tho ugh no n-c on scio u s en d, an d acco m

panied by a ch arac te ri stic feeling. L e t u s

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