Review of The mind of the buyer

Abstract

Reviews the book, The mind of the buyer, a psychology of selling by Harry Dexter Kitson (1921). Not to treat of the technique of selling, but of certain psychological principles related to the mind of the buyer, such is the purpose of this book. Most of the illustrative material, so far as it bears directly on selling, has to do with advertising. The outline treats of the usual stages in the sale, with good analysis of the important topics attention, interest, desire, confidence, decision and action. In addition, a final chapter on the stage of satisfaction brings in an emphasis which is one of the best things in the volume. The salesman, advertiser and sales correspondent, for whom the book is written, will find it quite readable and brief. Additionally, the psychologist will be interested in Kitson's excellent use of the historical method in studying advertising in order to discover the drift of progress through the decades. (PsycInfo Database Record (c) 2025 APA, all rights reserved)