(^156) T H E M IN D O F TH E B UY E R
p ortan t p urch a se s. Fo r exampl e, th e idea
“ ba se-ball sc ore ” m ay ente r o ur min d a s w e
l eave th e office a t five i n th e aftern oon, an d
may b e strong enough i n i ts ow n righ t to
l ea d u s wi th ou t f urth e r l oc u ti on of th ough t
to rea ch i nt o o u r pocke t fo r a c oin a n d b uy
a p ape r.
Th ese ill u st ration s sh ow th a t th ere i s a
real m otive p owe r residen t withi n an i dea.
If this is th e ca se, why i s it th a t a selle r
m ay inj ect a n i dea i nto th e min d of th e b uye r
a n d still no t produc e th e desired re sponse?
Th e a nswe r i s tha t th e i dea may be p re
vente d from a chi eving i t s m oto r conse quence s
by th e p resenc e of a noth e r i dea. A s w e
sh owe d on page^38 th ere are always many
things i n th e min d- sen sa tions, ideas, feel
ings, in grea t profusion. Now e ach of th e se
h a s i t s own m oto r c on sequences, an d i f l eft
alon e will p rob ably p ro duc e th em. M ixe d
a s i t i s, h oweve r, with oth ers, all st ruggling
fo r exp re ssion, i t ca n only express i tself a s
m odifie d by th e oth ers. Som e o f th em h elp
i t a n d some hinde r it. Th e ta sk o f th e sell er
i s to e nco ura ge th os e i dea s which a re favor
able t o h is p et-idea a nd to supp ress th ose
which a re contra ry to it. I n ac c omplishing
th is th e re a re several laws to b e ob served :
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