Imperial Valley press., 1920-06-23

makes itself apparent very frequently.
That is an inclination to trust in the
unknown rather than In that with
which one is familiar. A person is
| very apt to take 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.
1t is, possibly, the haring 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 to
reach for the chimerical 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 is reaching
always for the uDattainable. Too Of
ten, he loses that which he might cas-
lily gain by bllndly pursuing that which
is always just out Of his reach.
Why icon" Man Thrives.
Coupled, In way, with his faith in
the unknown is the tendency on the
| part Of so many people to place con-
fidence in a stranger in preference to
| and proven. 1t is 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-door
neighbor and fellow church member,
will confldingly turn over his life's
| savings to stranger who unfolds a
| tale of riches to be won. Bill Jones
might talk his head off in behalf Of a
| legitimate proposition without getting
dollar where the slick stranger with
the worthless proposition can get thou.
| sands.
1t is these two tendencies which, ap-
parently, are so widely prevalent
among all classes Of people that have
made possible the success of the great
mail order houses in the big cities.
! A knowledge of psychology is as i'm
| portant to the mail order man as a
knowledge Of business practices. He
uRVu kICSC tCAuCANACo VI AnOh
to take chance, to trust in the un-
known rather than the known, to place
confidence in the stranger rather than
the friend.
II 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 ia.
miliar. They are hoping, it may be un.
consciously, that they will draw 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 or
ders merchandise from picture and
a nIgnly rnlored doSo.iptien In ~ oatn-
logue. He is taking a chance on the
unknown.
Il Buying merchandise from the local
merchant, on the other hand, contains
none Of these elements of chance that
enter into the dealings with the mail
order house. When one buys stove
from the hardware store in his home
town, he may get none Of the thrills
that come from taking q chance hut
he will get stove that will last longer
and keep him warmer than the one
that he might get from the mail order
house and to the average individual
these things are likely to be more inn
portant than the thrills.
II Using Your Eyes.
When you buy from the local mer.
chant you see the thing that you are
buying, you inspect 1t carefully, ex
anime the workmanship and the quail.
ity Of the material of which it is made
and in many cases you have the privi.
lege of testing it before paying for IT.
You have not only your own eyes and
knowledge of values to rely upon, but
you have the advantage of the advice
Of the merchant who has an expert
knowledge of the merchandise which
he is selling and who, in 80 cases out
Of 100, can be relied upon to tell the
truth about it. Then you have the
guarantee that is backed not only b!
the retail merchant, but in many cases
by the manufacturer. II the article
which you buy does not prove satisfac.
tory after it is given a fair test, yOr
can take it back to the store where
you bought it, in most cases, and gel
your money back. The retailer ma.
get his money back from the manu-
facturer but If he doesn't, he stands
the loss. In any event, you are pro,
tected.
II Why a person will place his conf
dence in a stranger rather than {
friend or will trust in the unknown
rather than in that which is tangible
is something that is hard to under
stand. Even the mail order house does
not pretend to know why 1t is so bui
1t accepts conditions as it finds then
and makes the most Of the Oppor
tunities that they offer.
The man who believes all he Says
doesn't always say all he believes.
PHONE 7O-J
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