CHAP TE R F IV EH o w TO A ROU SE INTEREST IN A COM M OD ITYA ttention may merge into interest. Af ter th e
buye r h a s give n his initial mome nta ry a tten
ti on to a c omm odi ty, h e does one of two
things : eith e r h e t u rn s away, i n which c ase
h e fo r th e tim e being ce ase s to b e a p rosp ec tive
b uye r ; o r h e con tinue s to p ay a t ten tion a nd
remain s a p ro spe c tive b uye r. I n th e l at ter
c as e h i s a t tention bec om e s somethin g m ore
t ha n th e mere i ntel lec tual a wa rene ss co nsid
ere d a s th e first sta ge o f th e sal e. It b ecome s
a deep e r, warme r, more rap t kind of a ttention,
so diffe re n t a s t o c onstit ut e a new sta ge i n th e
s tream of th o ught a n d to de serve a n ew name.
W e shall de nominat e i t I nte rest. I n this
ch ap te r we sh all discuss th e na tu re o f i ntere st
in general ; a n d in th e two foll owing ch apt ers,
two o f th e devi ce s t h a t mai ntai n i t a t high
pea k—go od feeling a nd ima ginatio n.
D efinitions. In describi ng i nt ere st w e m ay
p rop e rly s tar t wi th a defi nition. S everal h ave
been formul a ted : “ In te re st i s th e recogniti on
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