1 1 4 TH E M IN D O F T HE B UYE R
th e bl oc ks to th e b uye r’s m ovem ents, th e selle r
usually em pl oy s reason, sugge stion, an d o th e r
m ent al aid s disc usse d th rough ou t thi s bo ok.
c. Th e pl ea sure foll owing th e fulfill men t
of de si re i s th a t sam e mental c on dition which
i n Ch ap te r X IV w e shall c all “ sa tisfac tion.
Th o ugh th ese c ross-reference s an d duplic a
tion s may seem a t rifle c onfusing to th e reade r,
t h ey a re unavoi dabl e ; for w e a re makin g
l ongi tudinal an d c ros s- se cti on s of a c o mpl ex
s tream which d oes no t l e n d i tsel f readily to
sh a rp cl ea n-c u t divi sion s.
Summary. We sh all c oncl ud e th i s ch ap ter,
a t th e ri sk o f un due rep e ti tion, by ch a rac te r
izing de sire a s a sta ge in th e m ental stream
a kin to int erest b ut a step b ey on d. A stage
i n which the buye r fa st en s c e rtai n pa st e x
periences up on a fram ewo rk of fu tu re p ros
pects, rel a ting th em all to th e obj ec t fo r sal e.
H e like s th e ensemble so well th a t h e reach e s
o ut a fte r th e obj ect wi th eith e r a c tual or in
cipient m ovem ents. A t fi rs t th e se m ovement s
a re bl oc ke d by physi cal o r idea tional impedi
m e n ts. Th ese th e selle r m ust rem ove. H e
m ay do so by c alling up a c ti on-imp elling
i mage s in th e mi nd o f th e b uye r, and ima ge s
that are cl oth e d with exc eedingly plea san t
feelings.
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