“The man with the proper imagination is able to conceive of any commodity in such a way that it becomes an object of emotion to him and to those to whom he imparts his picture, and hence creates desire rather than a mere feeling of ought.”

Source: Influencing men in business, 1911, p. 134

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Walter Dill Scott12

President of Northwestern university and psychologist 1869–1955

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“The man with the proper imagination is able to conceive of any commodity in such a way that it becomes an object of emotion to him and to those to whom he imparts his picture, and hence creates desire rather than a mere feeling of ought.”

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Walter Dill Scott12

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