The Mind of the Buyer: A Psychology of Selling (1922)

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About The Mind Of The Buyer: A Psychology Of Selling

“One of the most interesting and informative books dealing with the psychology of selling that I have read.” - Administration: The Journal of Business“Cannot fail to give the practical salesman a clearer insight into the psychology on which his profession is based.” -The Magazine of Wall StreetAny seller who wishes to become successful must study the mind of the buyer, and Professor Harry Dexter Kitson’s 1922 book “The Mind of the Buyer” was written for everyone who is engaged in influencing men to buy. The scientific aspects of selling from the standpoint of the psychologist engaged in analysis of the underlying principles of action in the buyer's mind are carefully laid down by Professor Kitson of Indiana University. His book is intended for the progressive sales correspondent, advertiser and salesman, who is interested more, now, in underlying laws than in the practical technique peculiar to his own field.He treats psychology, not as the study of mysticism but as "the science which aims to describe and explain the conduct of living creatures." He clearly shows the advantage of this science when backed by evidence from statistical studies, laboratory experiments, and historical research over the rule of thumb of some businessman.The modern ideals of salesmanship are not neglected. "In the previous period it was customary to give the buyer as little as possible for his money. In the modern period the ideal is to give as much as possible."“Mere bald, brutal repetition goes far in attracting attention,” he says. “One explanation for this is the assertion by some psychologists that man is innately credulous, that he is inclined to accent as true every statement he hears. In the course of experience, however, the adult person develops inhibitions which make him sophisticated and resistant. To overcome this resistance requires considerable battering. Repetition also influences memory. “State the new in terms