1 58 TH E M I N D O F TH E B UYE R
wi th sta nd every c ont radict ory impul se. M ake
th e sugge ste d c ourse o f a cti on appea r in
evi tabl e.
3. Th e i nevi tabl eness m ay be enhanc ed by
ano th e r imp orta n t law : M ake th e suggestion
si mpl e. If yo u wi sh to a rouse a n a c ti on, s ug
gest only th a t one. In w ri ting a n a dvertise
m en t, fo r example, i t i s a vi ola tion of thi sF IG.^9.p ri nciple to sugge st : (^1 ) Ask you r d eale r
fo r i t ; (^2 ) o r i f h e doe s no t h ave i t send ushi s nam e ; ( (^3) ) o r sen d u s fif ty c en ts for a
sampl e pa ckage. ” S uch al terna tive direc ti ons
are psych ol ogi cally fa ulty. F or each of th e
th ree idea s a rouses som e i deo- motor a c tivity
which i s immediately ob struc te d by th a t which
foll ows. Th e sit ua tion m ay b e rep resen te d
by Figure (^9) ; w h e re th e fi rst i dea arouses a
m ot or imp ul se ove r p a thway abc then comes