If we analyse this matter a little further we shall see that we have to do three things, I am now going to use psychological language: (1) build up certain attitudes; (2) provide for the release of these attitudes; (3) augment the released response as it is being carried out. What does this mean in the language of business? A psychologist has given us the example of the salesman. The salesman first creates in you the attitude that you want his article; then, at just the “psychological” moment, he produces his contract blank which you may sign and thus release that attitude; then if, as you are preparing to sign, some one comes in and tells you how pleased he has been with his purchase of this article, that augments the response which is being released.