H OW T O AR OU S E I N TE R E S T^87
Opp ortunitie s t o a ro use a c tivi ty on th e p a rt
of th e b uye r a re no t quit e so n um ero us i n ad
vertising. Th ere a re s om e, h ow eve r, wh ich
wh en exploit ed, serve th e p urpo se admirably.
H ere b el on g co up on s to b e t orn o fi , req uests
fo r nam e s of f riend s a n d deal ers, offers of
p rize s fo r th e sol ution of p uzzl es , rep roduc ti on
o f ca rtoons, c omp o si tio n of lim eric ks. All
th ese d evice s, whi ch h ave establish e d th eir
utility by th ei r persistenc e in a dvertisin g, de
rive t h ei r p sych ol ogical j ustifi ca tion from
th ei r ability to a ro us e i n te rest th rough ac
tivity.
Summary. We h ave now an swere d th e qu es
ti on p osi ted a t th e b eginnin g o f thi s ch apt er.
We h ave m ade a p sych ol ogical a naly si s of
interes t ; h ave desc ri be d t h e ki nds of i nt eres t
c omm on to th e h um an sp ecie s ; an d h ave
formul a te d two l aw s fo r t h e d evelopm en t of
in terest.
We h ave seen th a t th e se l aw s are n o t m erely
theoretical form ul a tions. B y a n i nve stigati on
o f a dve rtising p ra ctic e we fo und th ei r p ra c
tical verifica ti on i n th e c onsciou s o r uncon
sciou s u se of th em by suc cessful sell ers. B y
a m ore minut e analysi s o f th e sp ecific stimu
l a nt s to interes t which h ave been em pl oye d,
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