First he did the actual weighing
of the steak; then he added on the "Yes" side of the scales of decision
_ideas of the excellence and desirability of the meat_. He followed
immediately with a _suggestion of action that would commit the prospect
to buying_.
"Two pounds and five ounces, ma'am! Only a dollar and forty-three cents.
It's the very choicest part of the loin. You couldn't get a cut any
tenderer than that, or with less bone. Would you like to have a little
extra suet wrapped up with it?"
[Sidenote: Three Effects Produced]
The butcher thus combined in his close _three effects_. He brought about
_judgment of the prospect's intellect_, plus _increased desire_ for the
goods, plus the _impulse to carry the desire into action_.
First, by emphasizing, "Two pounds and five ounces!" in a _heavy_ tone,
and by depreciating the cost, "Only a dollar and forty-three cents,"
spoken _lightly_, he implied that the _value_ of the steak far
outweighed the _price_. Thus judgment of the prospect's intellect was
effected.
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