CHAP TE R TWE LVESU GGESTION I N TH E SALESuggestion is regarded as mysterious. M uch
h a s b een said duri ng rec ent years abo u t th e
p sy ch olo gy of sugge stion a nd th e p ossibility
o f usin g it i n selling. S o m uch myste ri ous
potency h a s b een claim ed fo r i t. th a t many
sell e rs b elieve th a t th ey h ave o nly t o l ea rn
th e l aws o f su gge stion a n d th e n th ey ca n
im p ose th ei r will s unimp ededly upon th e h el p
l e ss, submissive b uying public.
Thi s a ura o f myste ry surrounding sugges
ti on resul ts from th e dra m atic instances which
h ave b ee n rec oun ted sh owing its power in
influencing h uma n beings ; pa rticularly i n th e
h ealing of di sease. P eopl e suffe rin g o r al le ge d
to b e suffe rin g from vari ous disea ses h ave
bee n t rea te d by n othing bu t suggestion with
astonishing resul ts. Consequently th e p ublic
h a s c on cl ude d th a t th ere is som e vital forc e
i nh e re nt i n suggestion which ca n be empl oye d
in all c on di ti on s of life. S till furth e r aw e
i s a tta ch ed to i t b ec a use of it s close a ssocia
1 52