Two outstanding ideals have governed the preparation of the work (1) To show the reader how to take the psychological point of view toward the business of selling; (2) to teach that in investigating the sale psycho logically we must employ the methods of scientific measurement. By repetition and ex ample the author has emphasized these two ideals. If he shall have made them clear he will have accomplished his chief aim whether he teaches a great amount of psychological fact or not.
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