(^96) TH E M I N D O F TH E B UY E R
i n th e p re ceding c h ap te r we called i n terest,
gene ra ted by th e linka ge o f ol d with new.
I t may be on e o f th e f eelings ac c omp anyi ng
d e si re, w h e re p l ea sa n t ol d exp erienc e s a re
a tta ch ed to n ew obj ec ts vividly p roj ec t ed in to
th e f ut ure ( Ch ap te r V I I I ). In a n i ntense
form i t m ay c on si st of som e pleasan t feeling
( in thi s ca se c alle d emo tion ) acc ompanying
ins tinctive form s o f reac tio n discusse d in
Chap te r X I.
S up rem ely imp orta nt i s th at fo rm of pl ea s
a ntness which , i n o ur fi nal ch ap te r we shall
disc us s un de r th e nam e, sa tisfac tion. Th e re
w e sh all suppl e ment thi s disc ussion by sh ow
in g th a t go od fe eling, which i s th e true goal
of th e sal e, sh oul d c ons ti tute, i ndeed, th e
grea t sub stra tum in th e min d of th e buye r.
Un til the n w e sh all re st c on tent wi th th e con
te n ti on o f thi s ch apt e r, na mely, tha t by m eans
o f a ro using pl ea sa nt feelings, th e seller call s
forth wi thi n th e b uyer a numb er o f instinc
tive m ovem ent s, grea t an d small ; which rele ase
a grea t am oun t o f n e rvous energy, which th e
selle r m ay di rect i n to th e act o f p urch ase.
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