The action of pleasure and displeasure upon the muscles of the body is most apparent. With displeasure the muscles of the forehead <p 182> contract; folds and wrinkles appear. The corners of the mouth are drawn down; the head bowed; the shoulders stoop and draw together over the breast; the chest is contracted; the fingers of the hand close, and there is also a tendency to bend the arms so as to protect the fore part of the body. In displeasure the body is thus seen to contract and to put itself on the defensive. It closes itself to outside influences and attempts to ``withdraw within its shell.'' With pleasure the forehead is smoothed out; the corners of the mouth are lifted; the head is held erect; the shoulders are thrown back; the chest is expanded; the fingers of the hand are opened, and the arm is ready to go out to grasp any object. The whole body is thrown into a receptive attitude. It is prepared to be affected by outside stimulations and is ready to profit by them. 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_.