Baxter Springs news., 1919-07-18
Never Satisfied With Those
Things With Which They
Are Familiar.
inclined TO TAKE CHAMcE
Curious Traits IN Human Mature Have
Made Possible Growth and pevel-
opment Of the Great Mall
Order Houses.

N CurlOub IIulL III uuiuuu uAeoho
makes i,self apparent very frequently.
That Is an inclination to trust in the
unknown rather than In that with
which one is familiar. A person II
very apt to take a chance, even though
he may know that the odds are 100 to
one against him, instead Of being salts
fed with lesser rewards about which
there is no possibility Of doubt
It Is, possibly, the fiaring up Of the
ever-present gambling instinct but
there is something more In It than that
There Is In It the unexplained ten
dency on the part Of most people 70
reach for the chlmerical and ignore
the tangible and substantial thing
which Is near at hand. Man is sell
dom satisfied with those things that
are within his grasp but IL reaching
always for the unattainable. Too o.
ten, he loses that which he might cas-
fly gain by blindly pursuing that which
Is always Just out Of his reach.
Why "con" Man ThrIves.
Coupled, in q way, with his faith IN
the unknown is the tendency on the
part Of so many people to place cor
fidence in a stranger In preference to
one who Is known and has been tried
and proven. It Il this tendency which
makes possible the operations Of the
ICON" man, the get-rich-Quick artist
the unscrupulous promoter and the
salesman Of worthless mining stocks.
The man who would not think Of
trusting Bill Jones, his next-dooE
nelghbor and fellow church member.
win confidingly turn over his LIES
savings to q stranger who unfoldS q
tale Of riches to be won. Bin Jones
might talk his head OF In behalf Of q
legitimate proposition without getting
a dollar where the slick stranger with
the worthless proposition can get thou
sands.
II Is these two tendencies which, ap'
parently, are 30 widely prevalent
among an classes Of people that have
made possible the success Of the great
mail order houses In the big cihes'
A knowledge Of psychology is a. I'M
portant to the mail order man a. q
knowledge Of business practices. He
plays upon these tendencies Of man
to take q chance, to trust In the un'
known rather than the known, to place
confidence In the stranger rather than
the friend.
Hope TO Draw Prize.
Those who buy merchandise from q
mail order house are moved partly
whether they realize It or not, BY that
trait In their nature which prompts
them to trust in the unknown rather
than in that with which they are To-
miliar. They are hoping, II may be un'
consciously, that they win draw q prize
They do not know what they will get
for It Is impossible for one to know
what he is going to get when he OF.
ders merchandise from q picture and
q highly cOlored description in a cata'
logue. he is taking q chance on the
unknown.
Buying merchandise from the local
merchant, on the other hand, contains
none of these elements Of chance that
enter into the dealings with the mall
order house. When one buys q stove
from the hardware store in his home
town, he may get none Of the thrilll
that come from taking a chance bu'
he will get a stove that will last longel
and keep him warmer than the one
that he might get from the mail OrdeI
house and to the average individual
these things are likely to be more I'm
pOrtant than the thrills.
Using Your Eyed.
When you buy from the local mer
chant you see the thing that you art
buying, you inspect It carefully, ex
anime the workmanship and the quail
| ity of the material Of which 1t Ii made
and in many cases you have the privt
lege of testing It before paying for It
You have not only your own eyes ane
knowledge Of values to rely upon, bul
you have the advantage Of the advict
OF the merchant who has an exper'
knowledge Of the merchandise whict
he Is selling and who. in 80 cases on
Of 100, can be relied upon to tell th'
truth about II. Then You have th'
guarantee that is backed not only b
the retail merchant. but In many easel
by the manufacturer. II the article
which you buy does not prove satiEfac
tory after It Is given a fair test. ycV
cnn take It back to the store wher.
you bought It. in most cases. and Sc
your money back. The retailer MAJ
get his money back from the manu-
facturer but II he doesn't, he stand
the loss. In any event. you are pro
tected.
Why q person win place his conn
dsnce IN q stranger rather than
friend or win trust In the unmoWI
rather than In that which is tangible
a something that is hard 10 under
stnnd. Even the mall order house Doe
not pretend to know why Il 70 % ~
lit accepts conditions 90 Il nnd8 Asl
ana makes the most Of the oppoE