The Mind of the Buyer

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SUG GE S T I ON IN TH E SALE^155
s ubj ec t to t hink abo u t a nearby obj ec t. Afte r
s eve ral momen ts t h e record show s th a t th e
subj ec t h a s b egu n to l ea n towa rd th e obj ec t
ab out which h e ha s be e n thinking.
We ca nn o t e nte r i n t o a disc ussion of th e
b rai n mech anism by which this t ra nsform a
ti on from i dea t o m oveme nt take s plac e. It
is inheren t i n th e a ssociati on of brai n p ath
ways alrea dy m entione d o n p age^45 , wh ere
w e sai d th a t wh e n a n ac t h a s be en p e rform ed
onc e, involvin g two o r m ore p a th ways i n th e
b rain, thereaft e r wh en th e first p a thway ( th e
ide a p at hway ) i s aro used, th e se con d ( th e
movem en t pa thway ) foll ows.
I f w e exa min e cl osely o ur daily life w e
m ay se e n um e rou s exa mpl e s of i deo-mo to r
a c ti on. A housewife, may b e fi guring h e r
h ouseh ol d a cc ount s, direc ting h e r m enta l
strea m urgently in on e direc tion ; wh e n sud
denl y a va gue idea enters h e r min d th at h e r
h ai r needs a dj ustment. Automatically h e r
ha nd m ove s up to h e r h ea d and t uc ks in a
h air-pi n. Sh e continue s h e r work uninter
ruptedly, an d probably does n o t know th a t
sh e ha s ma de the m oveme n t.
In thi s sam e “ unconsciou s way w e all
p e rform score s o f a c ti on s i n th e c ourse of a
day. We m ay p ossibly th us make som e unim

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