The Mind of the Buyer

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IN S T I N C T IVE FA CT OR S^151
In th ese la s t few p age s we h ave sp oken a s
th ough t h ere migh t b e two kinds of a c tion,
instinctive a n d rea soned. A s a m a tte r o f
fa c t, thi s i s a n a rtifi cial p arti tion, j ustified
only by th e necessitie s of lit era ry exposition.
Ac tually a bit. o f h uma n c onduc t m ay contain
a t th e sa m e t im e b oth i nstinc tive a n d rea
so ned fa ct ors. Th e obj ec t. o f o ur c omparison
ha s b een to show th a t p robably a selle r m ay
wo rk m ore e asily th rough th e forme r th a n
th rough t h e l a tte r.
S ummary. We h ave no w c omplete d our


t rea tm en t of th e h ere ditary e quipment—in


r ac tion resi ding wi thin th e b uye r.
it resis tan t to sa ti sfactory analysis
usually oc c urs i n c onnec tion wi th
som e obscuring an d complic ating ac quired
a c tion. Also b eca use it origina te d fa r ba ck
i n day s b efore o ur ken, a nd i s n o t always con
gruo us a n d unde rstandabl e i n i t s present-day
set ti ng. Thi s very t rai t of inh eri tanc e, h ow
eve r, en dows it with val u e in th e sal e. It is
th ereby firmly fi xed ; unive rsal ( presen t
within al l m embers of th e specie s ) promp t ;
a n d rich wi th th e vivifying p owe r of feeling.
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