84 T H E M I N D O F T HE B UY E R
c omm odity m ay b e p u t. Thi s i s true o f b oth
th e^1902 an d the^1919 a dve rtisemen ts. In
dee d, in th e l at e r p e ri od, the freq uency i s
great e r. P erh ap s th e expl anatio n is th a t by
desc ribing use s th e adve rti se r ca n ge t n ea rer
to th e h ear t of hi s reade r. H e can tal k ab out
th e daily n eeds o f th e rea der i n term s al ready
familia r, a nd c a n sh ow th e relate d u se s fo r
t h e c omm odity, th u s exemplifyin g th e t rue
c ourse of i nt e res t a s we outlin ed it i n earlie r
p a ra graph s. P e rh ap s, to o, th e eff ec tiveness of
use may b e a tt ri b ute d to th e h uma n liking
fo r ac tivi ty. On e’s reacti on towa rd a n obj ec t
seem s to b e i nna tely i n t erm s of “ what i s to
b e done with i t ?”
Fac t s ab ou t p ro c e sse s o f ma nufac tu re,
t ho ugh fo rme rly sec on d i n f re quency, seem to
have l ost som e o f th ei r p op ula rity, likewise
fac t s rega rdin g th e sou rce s o f raw ma teri al s.
Th e val ue of fac ts ab ou t the p e rsonnel of th e
fi rm , h oweve r, seem s to b e inc rea sing ; th e
p e rc enta ge h aving grow n from^11 to^18 dur
in g th e eigh tee n year s c o ve red by the i nve sti
gatio n. Thi s m ay be i ndi ca tive o f th e growing
inte re st which s ociety is taking i n big b usine ss,
a nd parti c ularly i n th e p ersonal a spec t. It
re quire s to kno w i nc om e re turn s, am ou nt s
o f exce ss p rofits ; a nd n a turally desi re s to