(^46) TH E M I N D OF TH E BUY E R
efi ect th at will ultim ately b ri ng abo ut ac tion.
D u rin g th e W orl d W a r many firms which h a d
al rea dy sol d th ei r enti re ou tp ut to th e gove rn
me n t con tinue d none th e l ess to use a great
a mo un t of a dve rtising spa ce, h opin g by repe ti
ti on to retain a pl ac e i n th e mind o f th e public.
An d th ei r c ours e of a c tion wa s j ustifie d by
t hi s p sych ol ogic al p ri ncipl e w e are n ow co n
sidering.
R epetition influences memory. Thi s lead s u s
to reco gnize th a t rep eti tion doe s m ore th an
m e rely f orc e th e m eri t s of a c om modity upo n
th e a t te nti on of th e b uye r. I t imp ri nt s th e
m essage deeply wi thin his m em ory. Fo r a s
a rul e th e selle r desires no t m erely to p u t hi s
m essage int o th e b uyer’s mi nd, b u t to keep i t
th e re th a t i t m ay instigat e p urch ase time aft er
tim e. R ep eti ti on, th en, i s a p owerful a gen t
with whi ch to overcom e th e well-known fo r
getful ness o f th e h um an ra c e which wo ul d
n atu rally tend t o rel ega te a comm odity to th e
m a rgin of th e m enta l s tream. 4 ‘
Distributio n o f repetitio ns. We may va ry th e
effec tivenes s o f o ur rep etition s by th e way
i n which w e di strib ute th em ove r a p eriod of
tim e. By rep ea ting our me ssage a t certai n
i n te rval s, w e m ay incre ase t h e ret en tivenes s
o f th e b uyer’s min d.
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