The Mind of the Buyer

1 9 6 TH E M IN D O F TH E BUY E R

tra nsac tio n c oncl ude d th a n anoth e r i s begun.

Th e sell e r o f a piano does no t rega rd a sal e a s

c omplet e d wi th th e in stallati on o f th e instru

m ent. H e real izes th a t h e may h ave an op:

p o rtunity to sell a noth e r o ne to th e sa m e man,

o r hi s so n, o r hi s daugh te r, o r hi s b roth er-in

l aw. Acc o rdingly h e en deavo rs to keep th e

F IG. 1 1.

the( Raeuptrhoodru’csed“ Mbyankuianld fpoerrmtihsesionStuodfyJ.ofB. tLhieppPinscyocthtolCogoympoafny,Adfrvoemr

tismg and

b uye r c on ti n ually in a buying a t tit ude. How
he does thi s w e sh all rec oun t i n ano th e r c on
nectio n. F o r th e p re sen t w e m ay note th e
con tin uou s cycle o f ch ange s i n th e sal e ; th e
sati sfac ti on ( Sta ge Six ) engende red by one
p urch a se m erging int o th e a tten tio n an d in
terest of anoth e r. S e e Figure^11
Commo dity defined as service. In a c ting up on
thi s c oncep tio n th e selle r t rie s to keep th e
com modi ty in first- ra te conditi on. H e give s
el aborate i ni tial in struc ti on s rega rding ‘t he