30 TH E M I N D O F THE BUY E R
H e m us t th rust i t, a s i t were, c omple tely in to
th e mi ddl e o f th e stream. Only th u s can h e
sec ure fo r i t a high degree of a tten tion.
Th e ea se with wh ich th e sell e r may do th is
d epend s partly upon th e ra te of fl ow o f th e
st ream an d pa rtly upo n th e cont ent s of i t.
S om e tim es th e c urren t flow s sl uggi shly, as
wh en th e b uye r si ts wi th o ut occ upa tion in a
st re et -ca r an d ca sts h is eye s c a rel essly f rom
one a dvertising card t o an oth er. O n s uch oc
c a sion s i t i s ea sy for th e selle r to e nt e r th e
stream.
At oth e r times th e min d fl ows wi th to rren
tial veh em enc e, a s wh en th e b uye r is co nsum
m a ting a deal o n th e floo r of t h e st oc k ex
c h an ge o r watching a n exci tin g b all game.
Un de r such circ um sta nc es i t i s difficul t to
i nj ec t a n ew obj ec t i nt o th e c ent er o f at ten tion.
F urth e r diffic ul ty i s enc ount e re d if th e c o n
t ents of th e min d are q uit e forei gn to th e c om
mo dity under c onsidera tion. Un de r such
circ umst a nce s th e sell e r i s oblige d to p rep a re
th e mi nd b eforeh an dā an op e ra tion ab ou t
which we sh all talk i n de tail i n l at e r ch ap ters.
Wha teve r th e difficul tie s may b e, th e sell er
m ust make a s ta rt by a t tra cting th e a tten
ti on. Hen ce w e sh all c on si de r som e devic e s
by mea n s o f which to cl aim i t. No sin gl e rul e