8 TH E M I N D O F TH E BUY E R
Th e e thical si de of selling i s exc eedi ngly im
p or ta n t from th e sta ndp oin t o f th e wel fa re of
socie ty. An d it i s gratifying to n ot e th a t th e
stan dards of e thic s i n th e b usiness w orl d are
ri sing. W e shall p resen t some evidenc e for
this i n a l ate r sec ti on of th e b oo k ( p age
Whe n w e rega rd a sal e from th e economic
p oin t of view w e a sksuc h ques tion s a s th e se
Wha t a re th e source s of th e c omm o dity unde r
considerati on? Wh at a gencies are req uired
to b ri ng i t from so urc e to b uyer? Wh a t are
th e sepa ra te el em en t s th a t ente r i n to de
termine th e pri ce? I t i s n eedless to enume rat e
m ore q uestion s. E very b u sine ss man fo rmu
la te s sco res of th em daily ; fo r wh e th e r on e
negl ect s o th e r p oint s of view o r not, o ne i s
b oun d to c onside r th e economic p oint of view.
Imp orta n t a s are th ese two asp ec t s of th e
sal e we sh all no t stress th em in this book.
We sh all a ssum e th a t no rea de r will unde r
take any p rac tic e whi ch i s no t e thically j usti
fied. A nd w e sh all assum e th a t th e prote s
sional ec on omi sts will ta ke ca re o f th e
ec onomic i ssues involve d. S o we shall con
c en tra te o ur a tte ntion upon th e p sych ol ogical
a spects.
In un dertaking to psych olo gize about th e
c on duc t of th e buye r, l et i t b e un derstood th a t
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