10 BTTLLETIX 1044, U. S. DEPAETAIEXT OF AGRICULTURE. 
Another psychological appeal in self-service which can not be 
overlooked is the natural satisfaction which most people derive from 
getting behind the counter. The average person generally wishes 
to handle the goods on a grocer's shelves and enjoys the opportu- 
nity to do so. 
EDE/CATION THROUGH DISPLAY. 
The usual procedure followed by the customer in purchasing gro- 
ceries is to make out a list of the articles desired, go to the grocery 
store, and give the clerk the list. The clerk gets the articles, wraps 
them up. and takes the money. The customer may ask several ques- 
tions as to the quality or price of a few articles (usually fruits or 
vegetables), and the clerk may suggest one or two other articles to 
the customer. Aside from this, the customer has merely had his order 
filled. He sees only a small part of the stock on sale, usually not 
more than those articles on special display. He has been in the habit 
of relying entirely on the sales clerk and does not take advantage 
of the opportunity to examine the goods in order that he may know 
what the dealer carries in stock. In fact, most of the stock is on the 
shelves behind counters, which prohibits a close inspection. 
Under self-service the customer is forced to rely entirely upon 
himself. In filling his list he comes in contact with nearly the entire 
stock. Consequently he comes to know the articles carried, and is 
reminded of goods he may have forgotten or has not thought of for 
some time. This does not necessarily imply that over a period of 
time he buys more groceries, but that he is less likely to have to come 
so often, and also that he is less likely to get into a rut in his 
buving. 
DISADVANTAGES. 
LIMITATIONS OF SELF-SERVICE. 
There is probably no one method of distribution which from some 
angle does not fall short in supplying fully and to the best possible 
advantage all the demands that are made by customers. Self-service 
is no exception. It can not reach nor satisfy all classes of people, 
nor is it intended to do so. 
There is, and doubtless always will be, a large group, perhaps even 
a majority, who will demand service of some kind. It may be only 
the service supplied by the clerks in cash-and-carry stores, or it may 
be delivery or credit. All service costs the consumer something, 
whether the cost is included in the price of the merchandise or 
whether it is an additional charge. There will always be people who are 
willing to pay for service, whether they need it or not. and al>o people 
to whom such service is a necessity. This must be fully understood 
and appreciated, as self-service should not be considered a panacea, 
but merely a method by which a certain class of people may be sup- 
