The Mind of the Buyer

S AT I S FACT I ON TH E G OAL (^187)
In p rocee ding to lim n th ese ch ange s w e do
no t m ea n to imply th a t th ey h ave take n plac e
suddenly. Th ey h ave gradually evolved.
Mo re ove r th ey are no t ye t compl etely realized ;
they a re still evolving. Th e things we sh all
undertake to describ e a re me rely t rends, in
dicating th e directi on of th e evol ution.
Sp eaking s ta ti stically, w e me an th a t th e p rae
tic e s a n d ideals to be m entione d are b ecoming
mo re comm on th a n form erly.
S om e of th ese ch ange s h ave si gnifican t
ethical c onse quenc es p ortending p rogress to
wa rd certain m o ral goal s th a t soc ie ty h ope s
to reach. Th e re are importan t ec onomic c on
se quenc e s involved, al so, wh ich a re of gr ea t
in terest. We sh all no t a ttemp t t o tra c e th ese
out, h oweve r, b eing c onten t fo r th e presen t
m erely to p oin t o u t th e change s i n styles an d
fa shi on s of selling. W e sh all Sh ow th a t
whe rea s certain p rac tic e s a nd ideal s we re
p reval e n t a sc ore of yea rs a go , oth ers a re now
coming in to vogue.
N ew conception o f value. Th e first cha nge we
sh all n ot e i s a new a ttit ude on th e pa rt of
th e selle r towa rd val u e. In th e p revi ou s
pe riod i t wa s c ustoma ry to give th e b uyer a s
li ttl e a s p ossibl e fo r hi s mon ey. In th e
mo dern pe rio d th e i deal is to give a s much