The Mind of the Buyer

S T R EAM O F T H O U GH T I N SA LE^5

fi rst c ase we sh all divide i t i n to several ra th e r

w ell -defined stages, each of which w e sh all

study sepa ra tely. I n th e seco nd, w e sh all c ut

cross- sec tions a t cri tical p oint s an d examin e

th e c onte nt s minutely unde r ou r p sych ol ogical

mic rosc op e.

The stages in a sale. Th e mental strea m of

th e b uye r may b e divide d i nt o six sta ge s

A tte ntio n

Int ere st

D e si re

Confi denc e

D e cisio n an d Ac tion

S a tisfa c tion

S ta I

F IG. (^1). The stream o f thought in a sale.
( R eparoudthuocre’ds b“yMkainnudalpefromr itshsieonStoufdJy oBf. tLhieppPinsycochttolCogoympoafnyA, dfvreormtisitnhge
and Selling ” )
Th e o rde r j ust m e ntione d may not b e
st ri ctly a dh ere d to i n eve ry sal e. Fo r in
sta nc e, c onfidenc e m ay p rec ede desire a n d
even i nterest ; inte res t may come simul tane
o usly with a ttenti on. Generally sp eaking,