1 28 TH E M IN D O F T HE BUY E R
of Gib ral ta r. Th o ugh i t may b e st rong a nd
w ell- gr oun ded, h ow eve r, i t m ay, unde r ve ry
sligh t p rovoc a ti on and lack of fai thfuln ess,
c rumbl e in a m oment. The refore the seller
m u st exe rci se const an t wa tch ful ness to see
th a t h e keep s his pl e dge s and fulfil l s th e ex
p ecta tions of th ose wh o t rus t him and hi s
goo ds.
Th o ugh c onfi denc e i s u sually rega rded a s
a n “ in tangibl e” asset, w e sh ow e d tha t i t h a s
real exi sten ce ; a n d th a t i ts val ue m ay b e
reckon ed i n doll ars and cent s. P sych ol o gi
c ally speakin g we desc ribed i t a s a set of h abit s
i ncul ca te d w ithi n th e b uye r— m ot or h abi ts
o f responding to th e sell e r’s app eal s wi th a c ts
of p urch a se. \ W e sh owe d th e simpl e innat e
trai t upon which i t i s ba se d, a nd rel at e d h ow
from this el eme ntal germ i t grow s to a high
pl ane of refinem en t an d constancy.
A s sp ecific psychol ogical aid s i n th e m ol d
in g of thi s i nt o p erfec t f orm w e rec omm en d
repe tition a nd th e m ain te na nc e o f pl easa nt
f eeling. Th e fo rm which thi s l a tte r sh oul d
ta ke i s th e comple te sa tisfa ctio n o f th e n ee ds
o f th e b uyer.
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