72 TH E M I N D O F TH E BUY E R
th i s sc h ema t o a ny fa shion a n d m ay ea sily
se e i ts commercial implic a tion s.
R elation b etween fashion and selling. Oh
vio usly f ashion may stim ul a t e selling by
c rea ting an d furth ering new dem and s. I t
may re ta rd selling by reducin g th e deman d
fo r an a rticl e which h a s c ea se d to b e fa shion
abl e. F o r th ese an d oth e r rea son s th e selle r
sh oul d st udy fashion, sta tistically, i f p ossibl e.
B y m ea n s of th e kn owl edge th u s ob tained h e
m ay e stima te wh a t to b uy, h o w m uch o f a
sto c k to l ay in, w h en to pl an fo r ano th er
fa shi on, an d how l ong i t m ay run.
I n int roducing a n ew a rticl e t o th e p ublic ,
th e sell e r may succ ee d va stly b e tt er if h e
studie s th e p sych ol ogy o f fa shi on a nd a c ts
a cc ordingly. Th u s h e m ay utiliz e l aw^4 by
sh owing th e b uye r h ow the purch ase of thi s
c omm odi ty wil l give hini indi viduali ty an d
asc en dancy ove r th e ma ss. In ob se rvanc e o f
l aw s 5 a nd (^6) , th e sell er w oul d seek a s hi s
fi rst b uye r th e acknowl e dge d l eade r o f th e
social group. Th en h e may i nfo rm th e l esser
b uye r t ha t h e m ay disti n guish him self by
doin g a s di d th e m os t distingui sh e d m emb e r
o f th e group.
Summary. In thi s ch ap te r w e h ave sh own
th a t th e b uye r i s no t. always app eale d to in