That these characteristic bodily attitudes of pleasure and displeasure have an effect on the mind is evident. Bodily and mental attitudes have developed together in the history <p 183> of the race. The conditions which cause a receptive attitude of body cause also a suggestible state of mind. The conditions which call for bodily protection also demand a suspicious and non-responsive attitude of mind. The bodily and the mental attitudes have become so intimately associated that the presence of one assures the presence of the other.
Pleasure and a particular attitude of body are indissolubly united, and when these two are present, a suggestible condition of mind seems of necessity to follow.
Thus by the subtle working of pleasant impressions the customer is disarmed of his suspicion and made ready to respond to the suggestions of the merchant.
The effect of the suggestible attitude of the body, as produced by pleasure, is increased by certain other effects which pleasure produces on the body.
Muscular strength is frequently measured by finding the maximum grip on a recording instrument. The amount of the grip varies from time to time and is affected by various <p 184> conditions. One of the phenomena which has been thoroughly investigated is the effect of pleasure and of pain on the intensity of the grip. It is well established that pleasure increases the grip or the available amount of energy. Displeasure reduces the strength.
The total volume of the body would seem to be constant for any particular short interval of time. Such, however, is not the case.
With pleasure the lungs are filled with air from deepened breathing; the volume of the limbs is increased by the increased flow of blood. Pleasure thus actually makes us larger and displeasure smaller.
This increase in muscular strength and bodily volume due to pleasure has a very decided effect upon the mind. The increase of muscular strength gives us a feeling of power and assurance, the increase in volume gives us a feeling of expansion and importance. These conditions produced by increase of muscular strength and bodily volume contribute to the general suggestible condition described above.
If I am in a suggestible condition and if I <p 185> also feel an unusual degree of assurance in my own powers and importance, I shall have such confidence in the wisdom of my intended acts that there will seem to be no ground for delay. Furthermore the increased action of the heart, due to the effect of pleasure, gives me a feeling of buoyancy and invigoration which adds appreciably to the tendency to action.
We thus see why pleasure renders us more suggestible and hence makes us more apt to purchase proffered merchandise or to respond to the suggestions of our foreman or our executive. We also see why it is that a man may increase his efficiency by pleasing those with whom he has to work, whether they be customers or employees.