The Mind of the Buyer

S TR E AM O F T H O U GH T I N SAL E 7
Other po ints o f View. In takin g the psych o
l ogi cal p oin t o f view we do no t m ea n to i mply
th a t th e only problem s i n sellin g a re th ose
of a p sych ol ogical na ture. P articul a rly im
porta n t a re th ose of a n e thical a n d ec onomi c
na ture. An d before procee din g wi th ou r

F IG. 9. Cross- section o f stream o f thought.

( R eparuodthuocre’ds b“yMkaninudalpeformr itshsieonStoufdyJ. oBf. tLhieppPinsyccohttolCo ompany, from the

and gy of Advertising

psychological de sc rip t i on s we sh oul d ob se rve

th e rela tion s betwe en th ese seve ral p oint s o f

Vi ew.

Wh en w e rega rd a sa l e from th e ethical

p oin t o f vi ew w e s tre ss th e ri gh tnes s o r wrong

ness of th e tra nsa c tion. W e a sk' I s thi s

p ra c tic e righ t? Are th e good s bein g sol d a t

a fair p ric e? Are th ey b ei ng sol d with a

c onsi de ratio n fo r th e righ ts of c omp e tit ors?