The Caldwell tribune. [volume] (Caldwell, Idaho Territory [Idaho]) 1883-1928, 1922-03-28
hANY PUTTRUST
| IN The UNKNOWN
liver Satisfied With Those
Things With Which They
y Are Familiar.
bCulNED TO TAKE CHANCE
1LrIous Traits In Human Nature Have
Made Possible Growth and Devel-
opment Of the Great Mail
Order Houses.

&opyright. 1917. Western Newspaper Union.)
IA curious trait in human nature
lakes itself apparent very frequently. !
mat Is an inclination to trust in the
Unknown rather than in that with
Vhich one Is familiar. A person is
Nery apt to take chance, even though
may know that the odds are 100 to
he against him, instead Of being salts
I'D with lesser rewards about which
here is no possibility Of doubt.
q 1t is, possibly, the flaring up of the
ker-present gambling instinct but
here is something more in it than that.
There is in 1t the unexplained ten
ency on the part of most people to
bach for the chimerical and ignore
he tangible and substantial thing
Hhich Is near at hand. Man is sell
om satisfied with those things that
Ire within his grasp but is reaching
Always for the unattainable. Too Of
ZEN, he loses that which he might cas-
" gain by blindly pursuing that which
always just out of his reach.
Why aeon" Man Thrives.
III OOuplcu, III way, Will LIS loiIA Al
The unknown is the tendency on the
bart of so many people to place con-
3idence in a stranger in preference to
bne who Is known and has been tried
Nnnd proven. 1t is this tendency which
Shakes possible the operations Of the
icon" man, the get-rich-Quick artist,
the INSCRIPTIONS promoter and the
30 nj re-
RThe man who would not think Of
Ntrusting Bill Jones, his next-door
meighbor and fellow church member,
will confidingly turn over his life's
Savings to a stranger who unfolds a
hale of riches to be won. Bill Jones
might talk his head off in behalf Of a
Legitimate proposition without getting
b dollar where the slick stranger with
he worthless proposition can get thou
Sands.
1t is these two tendencies which, ap-
parently, are so widely prevalent
&mong 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
knowledge of business practices. He
plays upon these tendencies Of mar
no take a chance, to trust in the un
known rather than the known, to place
8onfidence in the stranger rather thar
the friend.
Hope to Draw Prize.
Those who buy merchandise from
mail order house are moved partly
ghether they realize 1t or not, by tina
~1frait In their nature which prompt
hem to trust in the unknown rathe
han in that with which they are fs
liliar. They are hoping, 1t may be ur
consciously, that they will draw priz'
They do not know what they will ge
Tor it Is impossible for one to kno'
What he is going to get when he OF
aers merchandise from a picture an
highly colored description In a catt
Iogue. He is taking chance on tn
Unknown.
Buying merchandise from the loci
merchant, on the other hand, contain
hone Of these elements of chance tn.
ENTER into the dealings with the ma
order house. When one buys sto,
from the hardware store in his hon
town, he may get none Of the thrill
that come from taking a chance b'
he will get stove that will last long
and keep him warmer than the OF
that he might get from the mail ord
house and to the average individut
these things are likely to be more II
portant than the thrills.
Using Your Eyes.
When you buy from the local me
chant you see the thing that you
buying, you inspect 1t carefully. e
anime the workmanship and the Out
ity of the material of which 1t Is ma
and in many cases you have the pri'
lege of testing 1t before paying Tor
You have not only your own eyes al
knowledge of values to rely upon. b
you have the advantage Of the advi
of the merchant who has an expt
~ knowledge Of the merchandise Will
IN he Is selling and who, In 90 cases @
of 100, can be relied upon to tell
truth about It. Then you have
y guarantee that 10 backed not only
the retail merchant, but In many cas-
by the manufacturer. II the arti
III which you buy does not prove satisf
tory after It Is given fair test, y
can take II back to the store WHIT
you bought II, In most cases. and
your money back. The retailer m
get his money back from the maj
facturer but II he doesn't. he star
the loss. In any event, you are
tected.
Why a person will place his CO.
dence In q stranger rather than
friend or will trust In the unkno
rather than in that which Is tangil
Is something that Is hard to und
stand. Even the mail order house d
not pretend to know why II Is SO
II accepts conditions as 1t finds tn
and makes the most Of the OBJ