at the feeling impels him to favorable decision
and action. The object of the man or woman who would persuade according to
scientific principles is to stimulate, through intensified thought, the
strongest and most easily aroused feelings of the person to be persuaded.
As you have already seen, we have been hammering upon those feelings from
the very beginning. In securing favorable attention, we appeal to them. In
arousing interest, we do our best to make the person to be persuaded think
of himself in connection with these feelings; and now, in creating
desire, we simply are going a step further and by every possible means
intensifying the excitement of those feelings.

For example, in selling a garment to an exceedingly utilitarian and
economical person, we secure his favorable attention, perhaps, by the
remark: "Let me show you something that will look as well as the best and
wear like iron, at a moderate price." We arouse his interest by showing
him the hard, close, wear-resisting weave of cloth, the tenacity with
which it holds its shape, and, at the same time, its neatness,
attractiveness, finish, and superior workmanship. We create a desire for
the possession of the garment by inducing him to put it on, at the same
time remarking: "You can see for yourself that this garment is
conservative and suitable in style. While not the extreme of fashion, it
is not out-of-date nor out of harmony with the prevailing mode. A year
from now you will be able to wear it with exactly the same feeling that
you are well and neatly dressed, as you feel in wearing it to-day.
Furthermore, because it is a standard style and not a novelty, it sells at
far below the cost of fancy garments, notwithstanding its superior quality
and workmanship. You will be proud to wear this garment when those who
have paid twice as much for the more extreme styles have been compelled to
discard them and purchase new."

THE PERSUASIVE POWER OF SUGGESTION

In his excellent scientific work, "Influencing Men in Business," Walter
Dill Scott says:

"In persuading men, logical reasoning is practically never to be used
alone. After the arguments have been presented, skillful suggestions
should be used as a supplement. This supplement often changes threatened
defeat into success. The skillful pleader before a jury, the wise
politician, and the successful superintendent of men all alike are
compelled to resort to suggestion to supplement their arguments in thei