Page:The Science of Advertising (1910).djvu/46

42 attention to wonder what kind of a car we can get with our nine hundred dollars. Then.

"Let's see if there isn't a better one—four cylinders (we're interested in cylinders already and wonder how many the cars which passed us had) for just a little more."

We turn over the pages and compare them. "Here's one for twelve hundred." We may have twelve hundred pretty soon with a little care.

But here is another, a good deal better, for a little more. Then here is the best car made—as good as the French ones—for $4,500.

We haven't that, of course; but we're going to get it and now we are going to get it a little sooner. We think about the extra effort we can make to get it. Then we go over the alternatives again and—well, haven't you done it yourself?

And the next car that passes we look at more closely and discriminately. We know something about automobiles and we could have one, too, if we were contented with a two-cylinder car like that. Or, as the impatience becomes greater, "That's four cylinders; but didn't that two-cylinder go almost as well?" and we can have the two-cylinder car right now.

We size them up with a keener, more personal interest. The car has not merely passed you upon the street. The maker of the car sent a