IN D EX 2 1 1Reality, feeling o f, (^120).
Reason,^131 f ; dangers in,
(^136) ; secondary rOle o f,
(^137).
Recognition, O f difliculty in
re asoning, (^132) ; O f p sycho
logica l moment, 1 78 f.
Repetition, (^44) ; distribution
o f, (^46) , (^49) , (^95) ; in inspir
ing confide nce,^126.
“Retention,^49.
Rule O f thumb psychology,
cha racteristics o f,^23 fl".
Sale, defined, (^3).
S alesman, a nd auto—sugges
tion,^167 f ; selection o f,
(^20).
S atisfaction, (^96) ; a feeling,
(^114) ; in confidence, (^127) ;
the goal O f selling,^185.
Scientific meth od, 1 2 if.
Sentences, length o f, in me
diums, 6 1 f.
Sensation- co efficient, (^123).
Selling, fo rms o f, 3.
Shakespea re, 1 70.
Shryer, (^16).
S ita ris,^140.
Slogan, (^45) , (^52) , (^160) , (^197).
U nconscious, action, (^155) ;
memo rizing, (^49) fl".
Value,^187.
Visual ima ges, 9 9 f.
Vocabulary, (^102).
Words, length o f, in adver
tising mediums,^60.
Sociological investigation o f
buying public, (^58).
Specific wo rds, 1 01 f.
S ta tistical investigation o f
returns, 1 6.
Statistics, 23.
S tream, mental, (^4) ; at stage
o f attention, (^29) ; in de
sire,^113 f ; in suggestion,
(^154) , (^186) ; sta ges in, (^5).
Suggestion, abnormal, (^152) ;
defined,^152 ; laws o f,
(^157) if.
Superlative, 1 9 1.
Syllables, see Words.
Tra de- marks, 1 65 f.
T ruthfulness, in a dvertising,
(^191).
Type, investigation o f lower
case, 1 7 ff.