The Mind of the Buyer

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(^146) TH E M IN D O F TH E B U Y E R
p ossesse s a feeling p ec uliarly its own—usually
c all ed an em otio n. Consi der, fo r example,
th e instinctive a c t o f running away from a
fe arsom e objec t— an d thi s i n cl udes a l l th e
m o tion s, la rge a nd small, th a t ai d in th e
fligh t : th e lo com otive a cti on s o f th e l e gs ; th e
a c cel e ratio n o f th e h ear t-beat which p ump s
m ore blo od i nt o th e l egs ; th e quickene d breath
i ng which furnish es m ore oxygen to th e
rapidly fl owin g blood ; th e a c tions of th e in
te rnal gl a nds which p o ur st rength -giving sub
sta nce s i n t o th e bl ood. This ma ss of c o rre
l a te d movem en t. t h a t we c all th e instinc t
p a ttern, fligh t, i s a ccompanie d by th e em!
tio nal c ast o f fe eling whi ch w e call fea r. Th e
ins ti n c t- pa tt e rn th a t. w e c all p ugnacity is
a cc omp anie d by th e em otional cast o f feeling
which w e c all ange r. Th e in stinctive a c tion of
p ro tec ti ng one ’s y oung i s acc ompanied by th e
emo tional feeling c alle d pa re nta l l ove. Th us
each grea t i n stinc t- pa ttern h a s i t s ch ara cte r
istic feeling.
Classification o f instinctiv e actions impracti
cable. A t this poin t w e sh oul d like to make a
list of th e fundam ental h um an in stinc t s, but
we c an h ardly d o so wi th c onfi denc e. Th ere
a re seve ral rea sons. Th e situ a ti on s wh en in
stinctive a ctio ns are evoked a re sometim es

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