talking is indeed plausible; and were the fact true, there
might be more in it than I think there is. But I do not grant that the
world is thus to be deluded; and that the people do follow this rule in
general--I mean, go always to a fine shop to lay out their money.
Perhaps, in some cases, it may be so, where the women, and the weakest
of the sex too, are chiefly concerned; or where the fops and fools of
the age resort; and as to those few, they that are willing to be so
imposed upon, let them have it.

But I do not see, that even this extends any farther than to a few
toy-shops, and pastry-cooks; and the customers of both these are not of
credit sufficient, I think, to weigh in this case: we may as well argue
for the fine habits at a puppet-show and a rope-dancing, because they
draw the mob about them; but I cannot think, after you go but one degree
above these, the thing is of any weight, much less does it bring credit
to the tradesman, whatever it may do to the shop.

The credit of a tradesman respects two sorts of people, first, the
merchants, or wholesale men, or makers, who sell him his goods, or the
customers, who come to his shop to buy.

The first of these are so far from valuing him upon the gay appearance
of his shop, that they are often the first that take an offence at it,
and suspect his credit upon that account: their opinion upon a
tradesman, and his credit with them, is raised quite another way,
namely, by his current pay, diligent attendance, and honest figure; the
gay shop does not help him at all there, but rather the contrary.

As to the latter, though some customers may at first be drawn by the gay
appearance and fine gilding and painting of a shop, yet it is the well
sorting a shop with goods, and the selling good pennyworths, that will
bring trade, especially after the shop has been open some time: this,
and this only, establishes the man and the credit of the shop.

To conclude: the credit raised by the fine show of things is also of a
different kind from the substantial reputation of a tradesman; it is
rather the credit of the shop, than of the man; and, in a word, it is no
more or less than a net spread to catch fools; it is a bait to allure
and deceive, and the tradesman generally intends it so. He intends that
the customers shall pay for the gilding and painting his shop, and it is
the use he really makes of it, namely, that his shop looking like
something eminent, he may sell dearer th