(^150) TH E M IN D O F TH E B UY E R
o u t int o vario us t ra c t s, rep resenting “ idea
system s, ” whil e th e idea s are b eing weigh e d
a n d bala nc e d a cc ording to th e i nvolved, in
trica te p roc e dure o utline d i n Ch ap te r X.
Afte r a l ong del ay, l a sting a n h o ur, a day,
w eek, m onth , o r ye ar, th e a cti on foll ows. In
i ns ti nc tive a c tion , h ow eve r, th e pathways are
sh o rte r an d al ready m a rke d o ut. Wh e n th e
stim ul us c om es th e a ct foll ows readily.
Instinctiv e actio n marked by feeling. Th e l as t
a dvan ta ge lie s in th e fac t. th a t instinc tive
a c tion is intim at ely connec te d, fai rly suffused,
wi th fe elin g. N ow to feeling b el ong c e rtai n
p o ssibilitie s fo r s trength ening a c tion which
a re no t a tt rib u tive to rea son. Fo r exampl e,
observe th e way i n whi ch a n evan gelist. app eal s
to h i s a udi en c e to be c onve rt ed. Wh en h e
use s reason h e fi nds h is h earers re spec tful ( if
no t som nol en t ) , b u t col d. Wh en h e t ake s up
th e wa nd o f feeling, h owever, h e q uickly se
c ure s re sul t s. Th e selle r wh o de si re s to use
i nfl uen tial m eth od s of a pp eal will l ea rn a
l esson from succ essful eva ngelists. Fo r a fte r
all, bo th preach er a nd selle r h ave th e sam e
p robl em p sych ol ogically— to in duc e a c tion.
An d both ne ed t o use th e same p sych ol ogical
m ean s i n inducing it.
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