The isolation from the great business centers which has kept farmers from having personally a wide experience with modern business explains in part the suspicious attitude rural people often take into their commercial relations. This has been expressed in a way one can hardly forget by Tolstoi in his "Resurrection," when his hero, from moral sympathy with land reform, undertakes to give his tenants land under conditions more to their advantage and, much to his surprise, finds them hostile to the plan. They had been too often tricked in the past and felt too little acquainted with business methods to have any confidence in the new plan which claimed benevolent motives. It is only fair to admit that the farmer differs from others of his social rank only in degree, and that his experiences in the past appear to him to justify his skeptical attitude. He has at times suffered exploitation; what he does not realize is that this has been made possible by his lack of knowledge of the ways of modern business and by his failure to organize. The farmer is beginning to appreciate the significance of marketing. Unfortunately, he too often carries his suspiciousness, which has resulted from business experiences, into many other lines of action and thinking, and thus robs himself of enthusiasm and social confidence. A third important element in the making of the farmer's mind may be broadly designated as suggestion. The farmer is like other men in that his mental outlook is largely colored by the suggestions that enter his life.