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9781628927566.indb 1 11/9/16 8:51 PM
 Precious Metals 152 Sources for Leather 185
Gold 152 Imitation Leathers 189
Silver 154 Environmental Impact of Leather and Suede 189
Ferrous Metals 155 Summary 189
Iron 155 Terms for Review 190
Cast Iron 156 Review Questions 190
Steel 157 Learning Activities 190
Stainless Steel 157 Note from the Field: Jane S. Kirby, Toms River,
Nonferrous Metals and Alloys 158 New Jersey 191
Decorating Metals 158
Applied Borders 158 PART THREE
Chasing 160
THE CATEGORIES OF HOME
Embossing 160
FURNISHINGS 193
Engraving 161
Etching 161
Hammering 161 9 Furniture 193
Piercing 161 Furniture Design 193
Polishing 161 Traditional Furniture 194
Repoussé 161 Provincial Furniture 194
Environmental Impact 161 Contemporary Furniture 194
Summary 162 Furniture Classifications 195
Terms for Review 163 Case Goods 195
Review Questions 163 Bedroom Furniture 197
Learning Activities 163 Dining Room Furniture 197
Determining Quality in Case Goods 198
Selecting Case Goods 202
8 Other Materials 165
Upholstered Furniture 203
Rubber 165 Upholstered Chairs 204
History of Rubber 165 Sofas and Loveseats 205
Production of Rubber 165 Sectionals 206
Harvesting of Natural Rubber 165 Sofa Beds 206
Characteristics and End Uses of Natural Rubber 167 Determining Quality in Upholstered Furniture 206
Production of Synthetic Rubber 167 Selecting Upholstered Furniture 210
Important Synthetic Rubbers 167
Occasional Furniture 211
Processing Solid Rubber 167
Casual and Summer Furniture 211
Processing Liquid Rubber 171
Wicker, Rattan, and Bamboo 211
Environmental Impact of Rubber 172
Aluminum, Wrought Iron, and Steel 212
Paper 172
Redwood and Teak 212
Sources of Fibers for Papermaking 173
Plastic and Fiberglass-Reinforced Plastic 212
Manufacture of Paper 174
Selecting Casual and Summer Furniture 212
Production of Pulp 174
Wall Systems 213
Paper Manufacturing 175
Ready-to-Assemble Furniture 213
Paper Grades and Standardizations 176
Paper Finishes 179 Care of Furniture 214
Wallpaper 179 Summary 215
Environmental Impact of Paper 180 Terms for Review 215
Leather and Suede 180 Review Questions 216
Skin Quality 181 Learning Activities 216
Skin Sizes 181 Notes from the Field: Bob Phillips, Award-
Grain 182 Winning Theatre And Television Scenic Designer,
Preparation, Tanning, and Finishing 183 Pennsylvania 216

viii

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 Notes from the Field: Amy, Berk’s Furniture and Bed Skirts, Canopies, and Decorative Pillows 257
Mattress, Hackettstown, New Jersey 216 Towels and Other Bathroom Textile Products 260
Notes From The Field: Michael Farrell 217 Towels 260
Notes From The Field: Tom and Cathy E., Hilton Shower Curtains 261
Head, South Carolina 217 Bathroom Rugs and Mats 261
Table Linens 263
Tablecloths and Napkins 263
10 Bedding 219
Placemats 266
Mattresses 219 Slipcovers 267
Innerspring Mattresses 219 Styles 267
Foam Mattresses 225 Construction 267
Other Mattress Formations 227 Selection 267
Ticking 229 Care 268
Mattress Support Systems 230 Window Treatments 268
Spring Foundations 230 Curtains and Drapes 268
Bed Frames and Bedsteads 233 Valances 272
Selection and Care of Mattresses and Blinds and Shades 276
Foundations 233 Summary 279
General Selection Criteria 234 Terms for Review 280
Care of Mattresses and Foundations 234
Review Questions 280
Mattress Pads and Covers 235 Learning Activities 280
Styles 235
Notes from the Field: Bunni S., Manager of a home
Construction 235
furnishings store, New Jersey 281
Alternatives to Traditional Mattress Pads and Covers 235
Notes from the Field: Sue T. Wakefield, UK 281
Bed Pillows 237
Fillings 237
Notes from the Field: Melissa: Senior Product
Pillow Ticking 239 Manager 282
Specialized Pillows 240
Care of Pillows 241 12 Carpet, Rugs, and Flooring 283
Alternative Bedding 241 Soft Floor Coverings 283
Sofa Beds 241 Classifications of Soft Floor Coverings 283
Space-Saving Bedding 242 Construction of Soft Floor Coverings 284
Summary 243 Handmade Rugs 285
Terms for Review 244 Styles of Tufted Floor Coverings 290
Review Questions 244 Importance of Carpet Cushioning and Rug Pads 292
Learning Activities 244 Types of Cushioning 292
Installation of Carpeting 293
Notes from the Field: Flora, Tucson, Arizona 245
Selection of Soft Floor Coverings 293
Notes from the Field: Justin, Berk’s Furniture and
Care of Soft Floor Coverings 295
Mattress, Hackettstown, New Jersey 245
Resilient Flooring 296
Vinyl 296
11 Linens and Window Treatments 247 Cork 298
Linens 247 Linoleum 299
Coordinated Linens 247 Rubber 299
Regulation of Household Linens 247 Hard Flooring 299
Commercial Versus Residential Interior Textiles 248 Wood Flooring 299
Bed linens 248 Ceramic Tile 302
Sheets and Pillowcases 248 Selected Other Hard Floors 303
Blankets and Throws 251 Selection of Resilient and Hard Flooring 306
Comforters, Duvets, Quilts, and Bedspreads 254 Care of Resilient and Hard Flooring 306

ix

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 Carpets, Rugs, and Flooring and the Environment 307 Glass Containers 345
Off-Gassing 307 Other Types of Containers 345
Recycling/Sustainability 307 Appliances 346
Asbestos 308 Care of Kitchenware 346
Floor Coverings and Social Responsibility 308 Selection of Kitchenware 346
Notes from the Field: Frank and Gloria, Hackettstown Tableware, Kitchenware, and the Environment 347
Flooring, Hackettstown, New Jersey 308 Summary 347
Notes from the Field: Jane S. Kirby, Toms River, Terms for Review 348
New Jersey 308 Review Questions 349
Summary 309 Learning Activities 349
Terms for Review 309 Notes from the Field: Debbie F., Newburgh,
Review Questions 310 New York 350
Learning Activities 310 Notes from the Field: Michael DeCastro, Montclair,
New Jersey 350
13 Tableware and Kitchenware 311
Tableware 311 14 Lighting 351
Dinnerware 312 Purposes of Lighting 351
Categories of Dinnerware 312 Ambient Lighting 351
Purchasing Dinnerware 314 Task Lighting 352
Raw Materials and Selection of Dinnerware 316 Decorative Lighting 353
Care of Dinnerware 318 Lighting for Special Needs 354
Glassware 318 Controlling Glare 354
Styles of Glassware 319 Categories of Light 355
Purchasing Glassware 321 Natural Light 355
Raw Materials and Selection of Glassware 321 Artificial Light 356
Care of Glassware 322 Types of Artificial Light 361
Storage of Glassware 322 Luminaires 367
Flatware/Cutlery and Hollowware 323 Structural Luminaires 367
Styles of Flatware 323 Portable Luminaires 371
Hollowware 326 Selection of Lamps and Luminaires 372
Raw Materials and Selection of Flatware Lighting Recommendations for Specific Rooms 373
and Hollowware 327 Selection of Chandeliers 373
Care and Storage of Flatware and Hollowware 329 Care of Lamps and Luminaires 374
Kitchenware 329 Environmental Issues 374
Food Preparation Tools 329 Energy-Efficient Lighting 374
Kitchen Utensils 330 Lighting Energy: Conservation Practices 374
Kitchen Knives 331 Summary 374
Cutting Boards 331 Terms for Review 375
Mixing and Preparation Bowls 334
Review Questions 375
Measuring Tools 335
Learning Activities 375
Colanders 337
Notes from the Field: Geraldine Cappa, Shag 86
Other Kitchen Tools 337
Salon, Little Falls, New Jersey 376
Cookware and Ovenware 338
Cookware 338 Notes from the Field: Edward Matthews,
Ovenware and Bakeware 341 Independent Director and Lighting Designer,
Materials for Cookware and Ovenware 341 New York, New York 376
Food Storage Containers 344 Notes from the Field: Bob Phillips, Award-winning
Plastic Containers 345 scenic designer, Pennsylvania 376

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 15 Paints and Wall Coverings 377
Paint 377
Ingredients in Paint 377
Water-Based Paints 381
Other Types of Paints 382
Surface Preparation 383
Application 384
Decorative Painting Techniques 386
Other Types of Coatings 388
Selection of Paint 390
Care of Painted Surfaces 392
Wall Coverings 392
Paper and Vinyl Wall Coverings 393
Selection of Wall Coverings 396
Installation of Wall Coverings 398
9781628927566.indb 11
Textiles as Wall Coverings 398
Specialty Wall Coverings 399
Care of Wall Coverings 400
Environmental Issues 401
Summary 401
Terms for Review 402
Review Questions 403
Learning Activities 403
Notes from the Field: Jim F., Newburgh,
New York 403
Glossary 405
Index 423
xi
11/9/16 8:51 PM
 PREFACE

Around the world, retailers and consumers have become increasingly interested in the
home and its furnishings. The importance of home furnishings in the global marketplace
has expanded as new stores dedicated to home goods have opened and department
stores have enlarged their home goods departments. Consumers are concerned about
product serviceability, safety, and environmental issues. Know Your Home Furnishings
presents information about the materials and products used in home furnishings. The
second edition has newly expanded chapters on Lighting, Tableware and Kitchenware,
Linens and Window Treatments, Paints and Wall Coverings.

TARGET READERS
Students preparing for careers in interior design, retailing, buying, and merchandising
will find Know Your Home Furnishings a valuable textbook in a concise, easy-to-read
format. Those already established in the industry will also find this book a useful
resource. It provides college-level students a detailed study of the materials and
products used in home furnishings. It is appropriate for students who have completed
introductory-level courses. This includes second-year college students at community
colleges or four-year institutions.

OBJECTIVES
The objectives of this book are
● To present comprehensive coverage of the materials and products used in home
furnishings
● To encourage students to be actively engaged in their learning
● To provide general information on the properties and characteristics of the materials
used in home furnishings
● To provide selection criteria and care procedures for products used in home
furnishings
● To increase awareness of the importance of the global marketplace, recycling, and
environmental issues

xii

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 COMPONENTS
The book is divided into three major parts:
Part One, “Introduction to the Home Furnishings Industry” (Chapter 1), presents an
overview of the home furnishings and the marketplace. Consumer purchase behavior
and product life cycles are emphasized. In Part Two, “Materials in Home Furnishings”
(Chapters 2–8), the focus is on the variety of materials used in the manufacture of home
furnishings. These include textiles, wood, glass, pottery, plastics, metals, and other
materials. Part Three, “Categories of Home Furnishings” (Chapters 9–15), provides
a comprehensive study of the major products used in the home including furniture,
bedding, linens and window treatments, flooring materials, tableware and kitchenware,
lighting, and paints and wall coverings.

LEARNING FEATURES
Numerous tables and illustrations summarize styles, characteristics, uses, and other
features of the materials and products. Illustrations have been expanded and updated
in the second edition. Key terms are highlighted and defined in the text and listed at the
end of each chapter. End-of-chapter features also include a summary, study questions,
and learning activities. The comprehensive glossary provides easy access to definitions.
Comments from consumers and industry professionals present a real-life view of the
industry.

PREFACE • xiii

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 ACKNOWLEDGMENTS

This book would not have been possible without the contributions of many people,
several of whom deserve special thanks.
Our husbands, Neil Elsasser and Ray Sharp, deserve special thanks for their
patience and love. Although they are not here to accept our appreciation for years of
encouragement, we would like to thank our parents, Robert and Jean Hencken, and
David and Olive Ridgway.
Our college students and colleagues, both former and present, shaped our philosophy
of teaching and learning. They provided invaluable guidance about the process
of learning and the importance of hands-on education. Reviewers, who provided
many helpful suggestions and who were selected by the publisher, include Darlene
Kness, University of Central Oklahoma; Farrell D. Doss, Radford University; Cynde
Koritzinsky, University of Bridgeport; Gloria Lang, Fashion Institute of Technology;
Dr. Sarah Kettley, Nottingham Trent University, UK. We are especially appreciative of
the friends and families who have contributed their special skills and talents to the
writing of this book. A special thank you goes to businesses and professionals who have
shared their expertise.
Our sincere appreciation is extended to the Fairchild team, Noah Schwartzberg,
acquisitions editor; Joseph Miranda, development manager; Edie Weinberg, art
development editor; Yelena Safronova, illustrator; Claire Henry, production editor.
We hope this book will provide students with an enjoyable learning experience and
instructors with an enjoyable teaching experience.
—V.H.E. and J.R.S.

xiv

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 INTRODUCTION TO THE HOME
1

PA R T
FURNISHINGS INDUSTRY

HOME FURNISHINGS CHAPTER

AND THE MARKETPLACE

The home furnishings industry covers a wide variety of products, from teacups to
1
tables, and carpeting to chandeliers. All of these products are designed to serve basic
human needs for comfort, but beyond that function, home furnishings reflect the
aesthetic tastes of the people who buy them. The changing and wide-ranging tastes
of consumers make the home furnishings industry an exciting career destination
for people with an interest in fashion and marketing, whether they want to work
in the manufacturing or retailing sector. As you read this text, you will learn about
the properties of materials used in home furnishings and the features of the various
products that appeal to the ultimate consumers.
This chapter focuses on the marketing of home furnishings in a widely diverse
world. The information included in the chapter provides a very general overview of
marketing, and while the concepts are universal, the consumer is highly individual.

MARKETING AND MARKET SEGMENTATION

Marketing involves all of the activities required to direct the flow of goods to
consumers. Figure 1.1 diagrams the three channels of distribution of consumer goods.
The manufacturer to ultimate consumer channel is the most direct. Manufacturer to
retailer to ultimate consumer is the channel through which most consumer goods
are distributed. Manufacturer to wholesaler to retailer to ultimate consumer is the
longest channel. Marketing includes everything that takes place from the inception of
a product design idea through the development, distribution, and sale of goods to the
final consumer. Marketing may also include follow-up interactions with the consumer,
such as post-sale consumer satisfaction surveys.
See Figure 1.2 for an example of an organization chart of the marketing department
of a manufacturing company. Table 1.1 briefly summarizes the responsibilities of each
office that answers to the director of marketing.

9781628927566.indb 1 11/9/16 8:51 PM

 Figure 1.1 Manufacturer Manufacturer Manufacturer
Distribution of consumer goods Catalog Companies
Direct Mail/Telephone
in the marketing channel. Order Merchants Wholesaler
Door-to-Door Merchants Apparel Manufacturers
Retailer
Factory Outlets Catalog Companies
Traditional
Party Plan Marketers Door-to-Door Merchants
Nontraditional
Internet/e-commerce Import-Export Firms

Retailer

Ultimate Consumer

01.01.61502
The four components of marketing, often called the four P’s, are product, price,
promotion, and place. But before the components of marketing are presented, this
chapter will discuss the importance of market research. Market research is conducted
to gain information about the consumer, trends, and the competition.

Market Research
Market research is the systematic gathering of current information that can be used
to make decisions about any component of marketing. Research related to the product
includes information on the consumer, trends, and the competition. Economic, social,
and fashion trends all affect consumer purchases. Important information about the
competition includes what is already on the market, where it is selling, and its cost.
Market research is often conducted both internally and externally.
Internal market research includes accurately tracking store sales by region,
conducting interviews with sales associates and department managers for feedback on
consumer preferences, and conducting postpurchase surveys with customers. External
market research includes collecting data on the competition, tracking overall sales in the
industry, following trends, and learning about the customers. Only by understanding
their customers can marketers determine how to meet the customers’ wants and needs
while earning a profit.

President

Director of
Marketing

Merchandise Credit Promotion Product Design Sales Research Service

Manager Manager Manager Manager Manager Manager Manager

Product Market Sales

Analysis

Figure 1.2
01.02.61502
Organization chart of the marketing department of a manufacturing company.

2 • PART 1 INTRODUCTION TO THE HOME FURNISHINGS INDUSTRY

9781628927566.indb 2 11/9/16 8:51 PM

 TA B L E 1. 1

RE S P ON S IBIL IT IE S O F EA C H O F F I C E THAT
A N S W E RS T O T H E D I R EC TO R O F M A R K ETI N G

Department Head Responsibilities

Director of Marketing Makes final decisions and is responsible for

the coordination of the various activities of the
department heads

Merchandise Manager also Develops, executes, and delivers the product

called Product Manager line; serves as the liaison between the sales and
manufacturing departments

Credit Manager Determines the value of the products and that

customers will be able to pay for the merchandise
received, follows up on payment

Promotion Manager Plans and implements advertising, publicity, sales

promotion campaigns, and materials

Product Design Manager Develops new products and/or redesigns existing

products

Sales Manager Sells the product and supervises the sales force

Research Manager Conducts market surveys that support marketing,

sales, and product development decisions

Service Manager Provides assistance to the customer after a product

has been purchased

Market Segmentation
Market segmentation allows a company to tailor all components of marketing to meet
the expectations of its consumer(s). The global consumer market is very diverse with
distinct segments, or groups of people, each having a set of unique characteristics.
Consider for a moment some of the current information about the world’s population:
● Estimates vary but there are over seven billion people in the world. The United
Nations expects that the world population will reach eight billion people by the
spring of 2024.
● Many agree that there are 196 countries in the world and that there are numerous
colonies and territories.
● Estimates vary but it appears that there are more than 5,000 ethnic groups in the
world and over 6,000 living languages.

It is easy to see why successful companies usually use market segmentation to

identify a specific segment, or segments, of the whole market as their target market.
A target market is a group of consumers that a company wants to reach. Niche
marketing is marketing to a very small market within a larger market segment. Larger
companies may target more than one segment. Characteristics that define a profitable
target market include fairly consistent preferences in style and color, fairly consistent

CHAPTER 1 HOME FURNISHINGS AND THE MARKETPLACE • 3

9781628927566.indb 3 11/9/16 8:51 PM

 responses to advertising and promotion, and a sufficient number of people with the
purchasing power to buy the product.
A company must have a clear picture of its target market(s) to produce or sell
products that will appeal to that market(s). The company must fully understand its
customer and the trends that influence purchasing behavior. The two important ways
to segment a market based on social trends are demographics and psychographics.

Demographics
Demographics are important statistics about the characteristics of a group of people.
The statistics include information about the number of people, age distribution, ethnic
mix, gender, marital status, education, geographic distribution, occupation, and income.
These variables are constantly changing. For example, globally the level of education
is increasing. Education level often predicts a person’s income, and people with higher
levels of education typically have higher incomes and greater purchasing power.
Changes in demographics must be considered when developing or revising a marketing
plan. Current demographic trends in the United States are presented in Table 1.2. One

TAB L E 1. 2

IMP ORTA N T D E M O G R APH I C TR ENDS I N THE UNI TED STATES

Demographic Trend Description of Trend Impact in the Marketplace

Economic Trends

Income Growth Imbalance in income growth Value-oriented shopping will increase, and up-
resulting in an increasing gap scale shopping will also increase
between the rich and the poor

Savings Rate of personal savings is going Consumers are spending instead of saving.
down It is predicted that as baby boomers age and
Generation X matures, savings will increase,
thus reducing consumer spending

Working Women Significant rise in the number of Increased family income but also increased
working women spending on childcare. Convenience and
service are important to the consumer. Catalog
and Internet shopping will increase

Geographic Trends

Geographic Centers In general, the population has Micromarketing (tailoring merchandise for
been moving West and South for each area to match the preferences of the
the past 200 years consumer) strategies will become more
important

Mobility On average, Americans change Chain stores and well-known national brands
their residences twelve times will have an advantage over local stores and
during a lifetime. Much of the brands
mobility is accredited to the trend
toward higher levels of education
and the increasing divorce rate

(Continued )

4 • PART 1 INTRODUCTION TO THE HOME FURNISHINGS INDUSTRY

9781628927566.indb 4 11/9/16 8:51 PM


IMP ORTA N T D EM O GR APH I C TR ENDS I N THE UNI TED STATE S
Demographic Trend
Population Trends
Ethnic Diversity
Gray market
Baby Boomers
Generation X (also
called Baby Busters or
Millennium Generation)
Generation Y (Echo Boom)
Social Trends
Education
Marital Status
Importance of Work
9781628927566.indb 5
TAB L E 1. 2 ( C o n t i n u ed )
Description of Trend
Black, Hispanic, Asian, and
Native American segments of the
population will grow at a faster
rate than the white majority. It is
estimated that legal immigration
exceeds 700,000 people per year
Born before 1946
Baby boomers are the age group
born after World War II between
1946 and 1964
Generation Xers were born between
1965 and 1978. Researchers have
suggested that this segment of the
population has grown significantly
through immigration
Generation Y was born between
1978 and 1994. They are racially
diverse
The number of Americans with
college degrees is increasing
Marriage is occurring later in
life, and more are electing not to
marry at all. The divorce rate is
increasing
Work/career has become less
important to people, while hobbies
and acquisition of durable goods
have become more important
CHAPTER 1 HOME FURNISHINGS AND THE MARKETPLACE • 5
Impact in the Marketplace
Increased opportunity for target and niche
marketing. Manufacturers and retailers will
need to cater to these different segments of
the market
Increased emphasis on quality and value
Some analysts have suggested that women
in this category are the most powerful
consumer market. Quality, service, and
comfort are very important to this market.
Many are aggressively saving for retirement.
Focus will be on financial security, comfort,
families, good health, and home life. They
tend to spend more on travel and medical
services
Very family and career oriented. This group is
very skeptical of product claims. Manufacturers
and retailers need to provide easily confirmed
claims
Oriented toward global issues, sports,
entertainment, and computers. Does more
catalog and Internet shopping than other
groups
Consumers will become increasingly
independent and discriminating. They are very
aware of quality and advertising claims
Smaller households for single and divorced
people, increased expenditures on household
goods
Sales of durable goods related to sports,
hobbies, and leisure activities will increase
11/9/16 8:51 PM
 Figure 1.3
These candleholders reflect
the influence of the Latino
community.
© Courtesy of Fairchild
Publications, Inc.

important demographic trend in America is the increase in ethnic diversity. For example,
the Latino population is an American market segment that has grown significantly.
Marketers are developing products that target the growing Latino population (see
Figure 1.3).
George Magnus, economist and author, has written extensively on the important
global demographic trend of a rapidly aging society with increased longevity (that is,
the population is aging and those older people are living longer). Magnus has identified
another global demographic trend: lower birth rates in many countries, which results
in fewer workers to support the elderly. He also identified countries, such as the United
States and the United Kingdom, that have more relaxed immigration policies and
higher birth rates and will be better able to support their elderly.

Psychographics
Psychographics are descriptions about lifestyles that can be used to further analyze
and segment a target market. Lifestyles include daily habits, hobbies, attitudes, personal
values, and opinions. Psychographics segment people into categories based on the way
they live, their personality characteristics, and how they spend their money. Current
American psychographic trends are presented in Table 1.3.

Components of Marketing
Each of the four components of marketing has a role in connecting the marketer to
the consumer. The product must meet the needs and/or desires of the consumer. The

6 • PART 1 INTRODUCTION TO THE HOME FURNISHINGS INDUSTRY

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 TAB L E 1. 3

P S Y CH OGR APH I C TR ENDS I N THE UNI TED STATES

Psychographic Trends Impact in the Marketplace

Community and family—increased interest in the Increased spending on durable goods for the home and
community and family life family and community-related activities

Technology—increased use of technology (laptops, Increased Internet shopping

smartphones, tablets, etc.)

Desire for a more relaxed, simpler life—busy schedules Overwhelmed consumers limit shopping to a few favorite
have created a desire for more casual styles and to find stores, catalogs, or the Internet
the least time-consuming way to take care of necessities

Time—people are placing greater value on the use of People are more willing to pay for time-saving products
their time and to pay others to do tasks

Leisure activities and travel—increased interest in Increased spending on goods related to hobbies, sports,
nonwork activities and other leisure activities; increased travel will increase
spending on luggage, wrinkle-free clothes, and travel
accessories

Environmental issues—there is an increased interest in the Increased spending on environmentally safe,

environment and energy conservation biodegradable, and recyclable products, awareness of
environmentally friendly companies

price must match the consumer’s perception of the product’s value. The promotion tells
the customer about the product, and the product itself must be in a place where it is
readily available to the customer. The marketer is responsible for ensuring that all four
components are working together to create a profitable environment.

Product
Product development is the process of creating products that appeal to the consumer
and conform to the image of the company. Decisions are based on extensive market
research. For example, a very positive consumer response to ready-to-assemble
furniture led companies to increase the selection of styles available. A team that
includes the designer and the merchandise manager is responsible for product
development. The designer, who creates a product that is within the production
capabilities of the company, may be a freelancer or staff member. The merchandising
manager is responsible for coordinating the phases of product development (refer back
to Table 1.1). The product development process is summarized in Figure 1.4.

Price
The final price of a product is an important component in the product’s overall success.
It must match the consumer’s perception of what the product is worth. For example, if a
product is priced too high, the consumer may feel it is not worth the price. The opposite
is also true. If the price is too low, the customer may assume that the item is not well
made. Inexpensive plastic food containers have become popular because they match
the consumer perception of what a plastic food container should cost. Perception

CHAPTER 1 HOME FURNISHINGS AND THE MARKETPLACE • 7

9781628927566.indb 7 11/9/16 8:51 PM

 Prepare if approved
Product Planning Committee
Sketches

Build Product Planning Premarket Reviews

Mockups Committee Review (for some manufacturers)

if sufficient
Display Samples Evaluation orders Full
at Market of Orders Production

Figure 1.4
Product development process. 01.04.61502

of value is also influenced by the level of customer service a company offers and the
reputation, or image, of the brand or company. There are several pricing objectives that
a company can choose to follow:

Prestige pricing Prestige pricing is the policy of charging a higher price to suggest
quality and distinction. If the product is priced too low, the consumer may feel the
product is lacking in quality.
Target return pricing The company sets a price that meets its profit goal.
Follow-the-leader pricing The company sets prices that are consistent with other
companies. This approach allows the company to use customer service, quality
control, an assortment of products, rapid delivery time, and styling as selling
features.
Penetration pricing The company offers its products at prices that are consistently
lower than competitor prices.

Promotion
Promotion is the communication about a company and its products. The purpose
is to create an atmosphere that is favorable for the sale of the company’s products.
Sometimes referred to as non-personal selling, promotion includes advertising and
public relations. Personal selling usually occurs on a one-to-one basis. A company
representative attempts to sell products to a wholesaler, buyer, or the ultimate consumer.
Non-personal selling does not usually occur on a one-to-one basis, and is meant to
reach larger groups of people.
Advertising is the vehicle a company uses to communicate information about
itself and its products. Through print, broadcast media, and the Internet, advertising
presents facts and benefits of a product to a group of potential consumers. Examples
of advertising include direct mail, magazines, newspapers, radio, and television. Figure
1.5 illustrates the flow of a manufacturer’s advertising. Effective use of the Internet
allows a company to disseminate advertising messages digitally. For example, television
ads can be replayed on the Internet, many magazines are available online, and catalogs
can be digitized, and so on. Company websites often have password-protected links for
their trading partners. Companies also have the opportunity to create and/or support
blogs. Direct contact with consumers can be achieved through the use of messages

8 • PART 1 INTRODUCTION TO THE HOME FURNISHINGS INDUSTRY

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 Television Figure 1.5
Digital and hardcopy flow of a
Consumer
Magazines
Consumers company’s advertising.

Advertising
Company Catalogs
Message
Retailers and
Direct Mail
Wholesalers

Trade
Publications

01.05.61502
sent directly to smartphones. The customer simply visits the company website to access
current coupons and advertisements. The objectives of advertising are to
● Expand brand awareness
● Build a positive company image
● Counteract competition
● Provide product information, including features, benefits, and services

Magazine advertising is especially effective for selling home furnishings. Three

categories of magazines give coverage to home goods: bridal, shelter, and women’s
service.

PUBLIC RELATIONS Public relations is the conscious effort to create a positive

image for a company. Press releases and press kits are public relations tools that
are used to create a favorable impression of the company. The company pays for
the preparation of press releases and press kits but does not pay the media to use
this information. To be profitable, it is important for a company to be perceived
favorably by consumers, dealers, employees, government agencies, the media, and
financial institutions.
The objectives of public relations are to create
● Favorable publicity
● Favorable financial status at lending institutions
● Positive status as a “good citizen” in the community
● Positive status in global sustainability strategies
● Support for education through donations, guest speakers, etc.
● An image as a provider of quality products

Companies use a variety of techniques to create positive public relations. Publicity

or editorial news about a company includes press releases, speeches, interviews and
other media appearances by executives, press conferences, and press kits that are
distributed to wholesalers and retailers at trade shows. Some companies offer market
showroom tours to give customers a firsthand look at production and processes.
Many organizations host receptions and parties to increase visibility in the public. The
Internet is a valuable way for a company to create positive public relations. Publicity
and editorial news can be shared on the company’s website and used to create and/or
support blogs.

CHAPTER 1 HOME FURNISHINGS AND THE MARKETPLACE • 9

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 Figure 1.6 Retail Formats
Retailing formats.

Store Based Nonstore Based

Business Shopping Street Vending

Mail Order
District Centers/Malls Peddling Machines

Direct Interactive
Freestanding Internet
Selling TV

Place 01.06.61502
The place component of marketing is especially important for retailers. Retailers may
be store based or nonstore based. Nonstore retailing is increasing in popularity with
consumers. Figure 1.6 presents the variety of retail formats.

SELECTION OF THE TRADING AREA FOR STORE-BASED RETAILING A store

should be located in an area where there is a steady flow of customers. The trading area
refers to the area from which a store attracts potential customers. Selection of the trading
area and selection of the specific site within the trading area are important considerations
that involve both demographics and psychographics. Stores have three main trading
areas, as shown in Figure 1.7. The primary trading area is the area closest to the store.
Approximately 55 to 70 percent of a store’s potential customers will come from the primary
trading area. The secondary trading area is the area just outside the primary trading
area. Approximately 15 to 25 percent of the store’s potential customers will come from
the secondary trading area. The fringe trading area encompasses all of the remaining
potential customers for the store.

SELECTION OF THE SPECIFIC SITE FOR STORE-BASED RETAILING Once the

trading area has been determined, it is necessary to select the site within the trading area.
The factors to consider when selecting a specific site are
● Access and transportation Customer and delivery vehicles must have access to the
store. Most roads can accommodate customer vehicles, but large delivery vehicles
may be limited to certain roads. Proximity to major roads and/or mass transit is an
important consideration.

Primary
Trading
Area

Secondary Trading
Area
Figure 1.7
Diagram of primary, secondary, and Fringe Trading
Area
fringe trading areas.

01.07.61502
10 • PART 1 INTRODUCTION TO THE HOME FURNISHINGS INDUSTRY

9781628927566.indb 10 11/9/16 8:51 PM

 ● Parking Malls are popular sites because parking is plentiful. Many furniture stores and
big box stores are freestanding stores with large parking lots. Downtown sites may have
limited parking that is costly. Some mega-malls provide shuttle service from the parking
areas to the stores. Appropriate lighting is important for safety in all parking areas.
● Placement and visibility Stores should be located where customers can find them.
Corner locations are desirable because of their high visibility, but they are also more
expensive.
● Retail mix Stores must be compatible with others in the competitive shopping area.
A new store should blend in. Compatible stores will generate more sales as a group
than if they were situated apart from each other.
● Traffic Both pedestrian and vehicular traffic must be considered in selecting the
site. There should be sufficient potential customers that pass by the store on foot.
Stores that are dependent on vehicular traffic must consider traffic patterns, road
conditions, and traffic congestion.
A retailer can select from three basic locations: freestanding stores, central business
districts, and shopping centers/malls.
Freestanding stores are located on a highway or a smaller street away from the main
commercial area. Discounters and other larger retailers such as furniture stores are often
successful as freestanding stores. For example, IKEA is a freestanding store. Advantages
of freestanding stores include adequate parking and lower rent. One disadvantage of a
freestanding store is that it may be difficult to draw customers because sometimes the
store is harder to access, but the effort may reduce comparison shopping and encourage
the consumer to make multiple purchases.
Central business districts are usually located in downtown areas where there is a
wide assortment of stores with a variety in prices, products, and services. San Francisco’s
Union Square and London’s Oxford Street are examples of successful central business
districts. String streets are secondary shopping areas that are on the side streets of the
central business district.
Shopping centers and malls are centrally managed. They are surrounded with
parking areas and have stores that complement one another. Frequently the
terms shopping center and mall are interchangeable, but each has distinguishing
characteristics. Shopping centers, which became popular in the 1950s, are planned
groupings of stores usually found in suburban areas. They are not necessarily covered
with a central roof. A mall is an enclosed structure with climate control. The major
mall tenant is called an anchor. It typically is located on a corner or end of the mall.
Types of shopping centers and malls are summarized in Table 1.4.

NONSTORE RETAILING Nonstore retailing includes interactive television such as

QVC International (China, France, Germany, Italy, Japan, United Kingdom, United
States), mail order or catalog, street peddlers, vending machines, Internet shopping,
and direct selling. An example of direct selling is Avon, which sells beauty, fashion, and
home products around the world. Avon has independent sales representatives in over
eighty countries.
The growth in non-store retailing is the result of changing consumer lifestyles and
accelerated communication technology. Analysts predict that non-store retailing will
continue to expand and that the most successful store-based retailers will be those who
reach their consumer through a variety of formats, such as traditional stores, catalogs,
and an Internet website.

CHAPTER 1 HOME FURNISHINGS AND THE MARKETPLACE • 11

9781628927566.indb 11 11/9/16 8:51 PM

Another random document with
no related content on Scribd:
Sheep,” which were found to be so, and therefore the Devil must
needs have done it. But in this he neither nameth the place, time, nor
Author to avouch it, and therefore all reasonable Men may judge how
palpable a falsity it is, for then if true it would follow that none could
be safe, and that the Devil might kill immediately with swords or
knives, which he cannot do.
2. Whereas he De Lithias. c. 8. p. Observ. 2.
holdeth that the 75.
Devil doth bring or convey the things to be Hist.
injected near unto the place, and that he
offereth filth and poysons to his clients, that thereby he may
fermentally conjoin the Ideas of these formed in the imaginative
faculty with these. If the Devil be taken to be meerly and simply
incorporeal, then he cannot remove matter (as we have before
proved) and so cannot convey the things near to the object; and if he
be taken to be corporeal (as we have asserted) his help is needless,
because the Witches may do it themselves, as we find sufficient
stories of their hideing of strange and poysonous things under the
thresholds of houses and Churches; and to this purpose this same
Author telleth us this story: “A certain person (he saith) did by
custome use to make water in a corner of the Court, whereupon he
was afflicted with a bloody and cruel Strangury. And all the remedy
of the Physicians proved in vain, except that as often as he did drink
of Birch-Ale he did find a signal ease: But as oft as he rose and
walked, and made water in the same place, so often his pains did
return. At the last a pin of old black Oak-wood is espied to be fixed in
the place where he used to make water. Which being pulled forth and
burned he remained free from the bloody Strangury, by drinking Ale
of Birchen-twiggs. Also (he saith) that he remembred, that
Karichterus had written that he had loosed such kind of
inchantments by only pissing through Beesomes of Birch.” Now from
hence it is plain that this making water constantly upon this pin of
old black Oak-wood did cause his bloody Strangury, and that the
pulling of it up and burning of it, was with the help of the Birchen Ale
the cure; but it can no wayes be judged necessary that the Devil
should fix the Oak pin there, but that the Witch might do it himself.
Neither can it be thought to be any power given by the Devil to the
Oaken pin, that it had not by nature, for in probability it will
constantly by a natural power produce the same effect; only thus far
the Devil had a hand in the action, to draw some wicked person to fix
the pin there where the Man was accustomed to make water, thereby
to hurt and torture him, and so was only evil in respect of the end.
3. We observe and affirm that whatsoever Observ. 3.
effects are brought to pass by that which is
commonly called and accounted Witchcraft, if they be not brought to
pass by jugling, confederacy, delusion and imposture (as the most of
them are, if not all) then they are performed either by meer natural
causes, or the strength of the Witches fancy, and most vehement
desire of doing of mischief to those she hateth, or by both joined
together, and that Satan is no further an author or actor, but as he
leadeth and draweth the minds of the Witches to do such
mischievous actions, and pusheth on to seek about to learn of others
such secret poysons, charms, images and other hidden things, that
being used so or so, may produce such destructive ends as their
wicked and diabolical purposes are led to, and in this sense they are
his clients, and bounden vassals, and not otherwise.
4. The stories that he relateth are either Observ. 4.
all to be taken to be true, or none of them;
and if they be all alike equally to be credited, then it will undeniably
follow, that they were all alike produced by natural causes, and so no
need at all of the Devils assistance in performing of them, no more
than by working upon the minds of such as used those natural means
to a wicked and mischievous end. For first he giveth these instances
of things that were very strange that were voided either by vomit or
stool, by the ordinary power of nature, without suspicion of
diabolical cooperation, as the voiding of the piece of the brass
Cannon with its letters, with the Eele wrapped in its secundines: The
Dragon that the Oxe voided by taking three herbs, with a tail like an
Eele, a body like or of leather, with a Serpentine head, and not less
than a Partridge: The knife that the Thieves forced a man to swallow,
which he voided by an Apostume in the side, and was after sound:
also the arrow head of three fingers broad strucken into the back,
and after voided by stool, with diverse such which we recited before.
And that these being solid bodies should have penetrated and passed
through parts that are impatient of wounds, and in which a wound is
mortal, must of necessity be very wonderful, and might as soon and
upon as rational grounds be taken to be diabolical, as those that he
enumerateth to be so: For from these it is manifest that either nature
put to her last pinch doth make penetration of dimensions, or else so
inlarge the pores, that those solid bodies may pass without wound,
which (if seriously considered) is a stupendious operation and effect.
And as there needeth no cooperation of a diabolical power, for the
performing of these, no more needeth there any concurrence of
Devils to the others, that to that purpose he relateth. Only here is all
the difference: these are wrought by the ultimate endeavour of the
Archæus to save life; without the concurrence of external causes; the
others (that are therefore called diabolical) are commonly wrought
for a bad end, namely to hurt or to take away life, and have an
external cause, to wit, the force of the Witches imagination and
strong desire of doing of mischief, which is stirred up to that end by
Satan, and therefore in regard of the end are devilish, though they be
both wrought by the agency of nature, the one in the body of the
imaginant, the other in the body that the Witch intendeth to hurt by
the force of her imagination and vehement desire, whereby a seminal
Idea is created or formed, which is sufficiently operative to
accomplish the end intended.
5. The Syl. Syl. Cent. 10. p. Observ. 5.
arguments that he 556.
bringeth to prove penetration of dimensions to be in nature, or
something equivalent thereunto, seem to be strong and convincing.
For in the generation of things, whosoever shall seriously and strictly
mark, shall find (as he alledgeth) that the spirit of the Archeus
(though not altogether incorporeal) doth in the seeds of things
penetrate it self, and their parts one another, which he further
maketh good by the instance of Gold generated of water; for it must
of necessity be, that more than fifteen parts of water must fall in or
penetrate one another, that from thence one part of Gold may be
made, for weight is not of nothing, but argueth the matter ponderous
in the Ballance. Therefore naturally the water must so oft penetrate
its body as the Gold doth preponderate the water. And though it be
granted that the water hath pores, yet notwithstanding it cannot
contain so much as fourteen times, it whole. And therefore he
irrefragably concludeth: Est ergo ordinarium in natura, quod
aliquæ partes aquæ se penetrent in unicum locum. And this he
backs with an unanswerable story of a Woman that longing for
Muscles, did in greediness eat some of them with the shells twice or
thrice broken with her teeth, and that she brought forth a child with
the same half eaten shells, and a wound in the belly; therefore those
shells had penetrated the stomach, womb and secundines, or
otherwise the force of the Archeus had opened the pores and letten
them pass in an unconceiveable manner. So that if these things be
granted to be true (and we confess we know not how they can be
answered) then there need no diabolical power be brought to solve
the injecting of strange things into mens bodies, seeing nature is
sufficient of it self, and therefore we can allow no power at all unto
Devils in effecting these things (if they be truly done, and be not
delusions) but only in drawing the minds of the Witches to these
wicked and mischievous courses; and therefore the Lord Bacon said
profoundly and wisely these words: Ut in operationibus illis earumq;
causis error cavendus est, ita quoq; danda vel imprimis opera est,
ne effecta nobis imponant, temere judicantibus talia esse, quæ
eousq; nondum processerunt. Sic prudentes judices, præscripta
velut norma, fidem haberi temere nolunt confessionibus sagarum,
nec etiam factorum contra illas probationi. Sagas enim turbat
imaginationis vertigo, ut putent se illud facere, quod non faciunt,
populumq; hîc ludit credulitas, ut naturæ opera imputent fascino.
6. And to confirm this point he addeth far Observ. 6.
more stupendious matters of fact than the
former, of things that were within, being taken to without or invisibly
conveyed away, as the woman at Mechlin that saw the Souldier in a
conflict lose his hand, and forthwith brought forth a Daughter
wanting an hand, which was never found, and the wench died of the
Hæmorrhage. Another at Antwerpe seeing a Souldier begging with
his right arm shot off and bloody, forthwith brought forth a Daughter
wanting the right arm whose bloody shoulder the Chirurgeon cured,
and she was married after; and that the arm was never found, neither
did there appear any bones or putrefied matter into which the arm
might waste. Also another Woman going to see the Decollation of
thirteen men; did soon after bring forth a mature Child with a bloody
neck, the head no where appearing. I confess it would rack the
judgment even of the most credulous to the highest pitch to believe
these unparallel’d Stories; but the Author relating them as of his own
knowledge, and being a person of unquestionable veracity, I cannot
conceive how they can rationally be denied, especially finding Mr
Boyle to affirm, that in those experiments (much more relations of
matters of fact) that Helmont avouched upon his own knowledge, he
durst be his Compurgator. Who would not believe but that these
things could never have been done, but by a supernatural and
Diabolical power, but that this Author (to which all judicious persons
in reason may adhere) doth utterly deny, that the arm was either
pull’d away or conveyed none can tell whither, by Satan, and
therefore that in such a strange Paradox, trivial reasons are not to be
allowed; and it were too much sloathfulness to ascribe all effects unto
Satan, of which we are ignorant. And therefore if an hand, an arm,
nay an whole head, could be separated from the rest of the body, and
conveyed forth of the Womb by the Archeus or natural spirit,
thereunto excited by the impression of horror and terror in the
Women: In like manner by the same power of the natural spirit of
man or woman, excited by a vehement and fierce imagination to
revenge and to do mischief, may strange things be injected (if there
can be any sound proof of such a matter of fact) into the bodies of
such men or women as the Witches intend to do hurt unto, and yet
Satan hath no more hand in it, but only as a spiritual agent to move
the wills of those wicked and malicious people to do mischief unto
those that they hate, though without cause. And the great secret of
that which may be called Witching, is the learning of others, who
likewise have had it by tradition, the great force of imagination, and
the natural spirit with the ways and means how to excite it and exalt
it; herein stands the mystery of all Magick, and it becomes only evil
in the use and application, and they are to be condemned that use it
to such devillish ends, even as those that use those good Creatures
that nature doth produce to poysonous, wicked, and destructive
purposes. And lastly, here we may note, that if things or bodies that
are without may be injected into the bodies of others, by the force of
exalted, imagination and a vehement desire, then the same power
that doth inject them through skin, flesh and bones, must also be
able to bring them near to the place, and need not at all the
assistance of Satan, because it is far easier to carry them near the
place, than to thrust them into the body; and so this Author hath
here introduced the Devils aid to bring them to the place to no
purpose, and never yet proved either by reason or matter of fact, that
ever Satan did any such thing, and so is a meer supposition without
proof.
 7. The other De occult. nat. Observ. 7.
matters of fact that mirac. l. 2. c. 40. p.
he relateth are 325.
prodigious, and Hist. De Tumor. l. 6. c.
are brought to prove that Satan is an actor 19. p. 158.
to convey these strange things into the bodies of men, and are these.
A piece of an Oxe Hide taken forth of a mans Arm, so also that
Equuleum, a Wood-Horse, or a four-footed board with a wheel and
ropes twice as broad as the gullet. Another that vomited up perhaps
two thousand pins conglomerated together, with filth and hairs;
another that vomited up, he being present, wooden Chips that had
been cut off with the Hatchet in smoothing of wood, with much slime
to the bigness of two fists, of which we shall note these Conclusions.
1. It doth no way appear (if these things be granted to be true, both
for matter and manner) neither doth he offer to prove it, that these
are any more than the former Diabolical, but only in the end, because
they are for the hurt and destruction of mankind and not otherwise;
and there being no proof of the Devils Cooperation any further but in
working upon the minds of those that are agents and instruments to
bring these things to pass, we may very well reject those things that
are supposed, but not proved. 2. The ejecting or voiding of such
strange things as here he hath related, doth not necessarily suppose
their injection or thrusting in, because they may be bred there by
natural Causes, so Worms of many sorts and strange Figures, also
Frogs, Dracunculos and Askers have been voided, and doubtlesly
bred there by natural causes, and were not injected or thrust in, and
for proof of this I refer the Reader to the relations of learned
Schenchius lib. 3. p. 363. of those strange sorts of Worms and other
Creatures that he from divers Authors sheweth have been vomited
up, which without all scruple, were not injected, but bred there. To
confirm this and to prove what strange things are sometimes bred in
Apostumes and Tumors, we shall translate a passage or two, and first
take this from Levinus Lemnius that learned and famous Physician
of Zeland, who writeth thus: “Also forth of sordid Ulcers and
Impostures (he saith) we have known that the fragments of nails,
hairs, shells, little bones and stones have been taken forth; which
were concreted and grown together forth of putrid humours: As also
little creatures, worms with tails, and little beasts of an
unaccustomed form, cast up by vomiting, especially in those who
were oppressed with contagious diseases, in whose urines I have
often discerned to swim little Animalcles like to Pismires, or to those
creatures we observe in the estival months to move in the celestial
dew here in England we call it Woodsoar, or Cuckow-spittle.” Take
another from that learned and expert Chirurgeon Ambrosius Paræus
where he is speaking of strange tumors, in these words: “Also in
these tumors being opened thou maist see bodies of all kinds, and far
differing from the common matter of Tumors, as stones, chalk, sand,
coals, cockles, ears of corn, hay, horn, hairs, flesh as well hard as
spongious, grisles, bones and whole Animalcles, as well living as
dead. The generation of which things (by the corruption and
alteration of the humors) will not much astonish us, if we consider,
that even as nature hath framed Man as a Microcosm forth of all the
seeds and elements of the whole great world, that he might be as it
were the lively image of that great world: So in that Microcosm,
nature hath willed, that all the species of all motions and actions
might be manifest, nature being never idle in us, as long as matter is
not a wanting to work upon.” So that it is most plain that these
strange things may be bred within, and so the opinion of injecting
them, is but a meer figment. 3. Neither can the vomiting up of such
strange things as he relateth, conclude necessarily that they were
injected either by the power of Satan or the Witch, because they may
be performed by jugling, sleight of hand, confederacy and the like, as
was manifest in the Boy of Bilson, and diverse that we have known,
that had made some numbers of others to believe that they had
voided strange things, as pins, needles, crooked-knitting-pricks,
moss, nails, and the like; but upon a strickt search, have but proved
delusions and sleight, such as our common Hocus Pocus Men use,
when they make the people believe they swallow a long pudding of
white tinn, and again pull it forth of their mouths, or in pulling
ribbins, or laces of diverse colours forth of their throats. 4. And again
the most of these relations are but commonly taken upon trust from
the affirmations of the by-standers who might be confederate parties,
or ignorant persons, and so easily deceived; and it appeareth not that
Helmont was by at the very instant when the children vomited up the
wooden horse, or four-footed board, but that it was the by-standers
that drew it forth, who might be parties to the cheat, or be
themselves deluded, and so aver it pertinaciously to others. For I
have in my practice known a young Wench about 9 or 10 years old,
who that she might be pittied and have an idle life, had made her
Father and Mother believe that quick worms came forth at her ear,
and also I taking her into mine own house she had perswaded all the
family that it was true, and did often open her head-cloaths, and
holding down her ear a quick worm would drop forth of the hair, who
notwithstanding by diligent watching, was found out to get them
privately from under stones or wood, and so did cunningly convey
them into her hair, but being discovered, was by due correction
reclaimed, and so the wonder ceased. And it is as common to mistake
things, either by absolute judging them to be such a thing indeed,
when it hath but some slender resemblance of it, or by judging a
thing to be really so, because of such a name but metaphorically
given unto it; so it is usual to call a Carcinoma in the highest degree
Lupus or a Wolf, because as a Wolf is a most voracious creature, so
this ulcer is the most devouring of all others; and therefore have we
known after that such have been by incision eradicated by our selves
and others, and exposed to the view of the vulgar people, they would
presently most earnestly affirm to others that they had seen it, and
that it was a living creature, and had mouth, eyes and ears; so far will
ignorant mistake induce credulity.
8. That the force Syl. Syl. Cent. 10. p. Observ. 8.
of imagination 583.
accompanied with the passions of horror, fear, envy, malice, earnest,
desire of revenge, and the like, is great upon the body imaginant, as
also upon the fœtus in the womb, is acknowledged by all. But that it
can at distance work upon another body, though denied by Fienus
and the whole rabble of the Schoolmen, yet is strongly proved by this
learned Author, and allowed of by all others that truly understood
the operations of nature, which we also take to be a certain truth, and
do assert that if those people that are esteemed Witches, do really
and truly (of which we utterly doubt) inject any of these strange
things into the bodies of men, that they are brought to pass meerly
by the imagination of the Witch, and the Devil acteth nothing in it at
all, but the setting of his will upon that mischief. As for the handling
the dispute concerning the manner of the injecting of these strange
things, so strongly pursued by this Author, Sennertus and others, we
shall totally supersede and suspend our judgment, until the ὅτι be
sufficiently proved (which yet lies under water, and unseen) and then
it will be time enough to dispute the manner, when the matter is
certainly made evident. Therefore we will shut up this with that
modest and grave advice of the Lord Bacon in these words: Ideo
cogemur in hac inquisitione ad nova experimenta confugere; ubi
directiones tantùm eorum præscribi possunt, non ulla positiva in
medium adferri. Si quis putet subsistendum nobis fuisse, donec
tentamentis res penitus innotuisset, (ut fecisse nos ubiq; probant
alii tituli) sciat dubia nos fide amplecti quæcunq; imaginationis
effecta circumferuntur, animum tamen esse illa per otium exigere
ad Lydium veritatis lapidem, id est, experimentorum lucem.
 CHAP. XIII.

That the ignorance of the power of Art and Nature and such like
things, hath much advanced these foolish and impious opinions.

The opinions that we reject as foolish and impious are those we have
often named before, to wit, that those that are vulgarly accounted
Witches, make a visible and corporeal contract with the Devil, that he
sucks upon their bodies, that he hath carnal copulation with them,
that they are transubstantiated into Cats, Dogs, Squirrels, and the
like, or that they raise tempests, and fly in the air. Other powers we
grant unto them, to operate and effect whatsoever the force of
natural imagination joyned with envy, malice and vehement desire of
revenge, can perform or perpetrate, or whatsoever hurt may be done
by secret poysons and such like wayes that work by meer natural
means.
And here we are to shew the chief causes that do and have
advanced these opinions, and this principally we ascribe to mens
ignorance of the power of Nature and Art, as we shall manifest in
these following particulars.
1. There is nothing more certain than, that how great soever the
knowledge of Men be taken to be, yet the ultimate Sphere of natures
activity or ability is not perfectly known, which is made most
manifest in this, that every day there are made new discoveries of her
secrets, which prove plainly that her store is not yet totally
exhausted, nor her utmost efficiency known. And therefore those
Men must needs be precipicious, and build upon a sandy foundation,
that will ascribe corporeal effects unto Devils, and yet know not the
extent of nature, for no Man can rationally assign a beginning for
supernatural agents and actions, that does not certainly know where
the power and operation of nature ends.
2. And as it is thus in general, so in many particulars, as especially
in being ignorant of many natural agents that do work at a great
distance, and very occultly, both to help, and to hurt, as in the
weapon salve, the Sympathetick powder, the curing of diseases by
mumial applications, by Amulets, Appensions and Transplantions,
which all have been, and commonly are ascribed unto Satan, when
they are truly wrought by natural operations. And so (as we have
sufficiently manifested before) by many strange, and secret poysons
both natural and artificial, that have no bewitching power in them at
all, but work naturally, and only may be hurtful in their use through
the devilishness of some persons that use them to diverse evil ends.
3. There is nothing that doth more clearly manifest our scanted
knowledge in the secret operations of nature, and the effects that she
produceth, than the late discoveries of the workings of nature, both
in the vegetable, animal and mineral Kingdoms, brought dayly to
light by the pains and labours of industrious persons: As is most
evident in those many elucubrations, and continued discoveries of
those learned and indefatigable persons that are of the Royal Society,
which do plainly evince that hitherto we have been ignorant of
almost all the true causes of things, and therefore through blindness
have usually attributed those things to the operation of Cacodemons
that were truely wrought by nature, and thereby not smally
augmented and advanced this gross and absurd opinion of the power
of Witches.
4. Another great means in advancing De occult. Philos. l.
these Tenents hath been Mens supine 1. c. 2.
negligence in not searching into and experimenting the power of
natural agents, but resting satisfied in the sleepy notions of general
rules, and speculative Philosophy. By which means a prejudice hath
been raised against the most occult operations of nature, and natural
magick (which is (as Agrippa truly said) “The comprizer of great
power, full of most high mysteries, and containeth the most
profound contemplation, nature, power, quality, substance and
virtue of most secret things, and the knowledge of all nature) to be
condemned, as the work of the Devil and hellish fiends, which is the
handmaid and instrument of the Almighty.” And from this diabolical
pit of the ignorance of the power of nature (especially when assisted
by art) have sprung up those black and horrid lies in the mouths of
Erastus, Conringius and above all of Kircherus, denying the
possibility of the transmutation of metals, by the power of Art and
Nature, and ascribing the performance thereof by Paracelsus,
Lullius, Sendinogius and others to the Devil; so malevolent do men
grow when they are led by nescience and ignorance.
5. The ignorance of the strange and Vid. Theatr. Chym.
wonderful things that Art can bring to pass Vol. 5. p. 943.
hath been no less a cause, why the most admirable things that Art
bringeth to pass by it are through blind ignorance ascribed unto
Devils, for so have many brave learned Artists, and Mechanicians
been accused for Conjurers, as happened to Roger Bacon, Dr. Dee,
Trithemius, Cornelius Agrippa, and many others, when what they
performed was by lawful and laudable art. The strange things that
the Mathematicks and Mechanicks can perform are hardly to be
enumerated, of which were those most wonderful catoptrical glasses
mentioned by Nicero, Aquilonius, Baptista Porta and many others,
those wonderful engines in the shape of Birds, Men, Beasts, and
Fishes that do move, sing, hiss and many such like things mentioned
by Heron of Alexandria, and our Countryman Dr. Fludd; and those
that would have more ample satisfaction concerning the stupendious
things that are produced by art, may receive most large satisfaction
in reading that most learned and elaborate Epistle written as a
preface before the Book of Johannes Ernestus Burgravius called
Biolychnium vel de lampade vitæ et mortis, by Marcellus
Vranckheim Doctor of both laws, as also in reading that profound
and mysterious piece written by Roger Bacon, de admirabili
potestate artis et naturæ, et de nullitate magiæ, with the learned
notes of Dr. Dee upon it, of which he saith this: Ut videatur quod
omnis potestas magica sit inferior his operibus et indigna. And
therefore there can be nothing more unworthy, than for any man,
that pretendeth to any portion of reason, so far to dote, or suffer
himself to be led with ignorance and rashness, as to ascribe those
strange things that Nature and Art, or both joined together do
produce, unto Devils: And yet there is nothing that is more common
not only by the blind vulgar, but even by those that otherwise would
be accounted learned, and wise enough; pride and folly attendeth the
most of the Sons of Men.
 6. Another gross mistake there is, in Hist.
supposing those strange things that are
performed by vaulters, tumblers, dancers upon ropes, and such like,
not possible to be done but by the assistance of the Devil, when they
are altogether brought to pass and effected by use, custome, exercise,
nimbleness and agility of body. And yet we have known some not
only of the popular rank, but many that thought themselves both
wise, learned and religious that have been so blind as to father these
things upon Devils and seriously to seem to believe, that the actors of
these things had made a league and compact with the Devil, by
whose help they performed them. And I do remember that a pretty
active young man, within these few years went about in this North
Countrey with a neat Bay Mare for money to shew tricks, which were
very odd and strange, for if she had been blindfolded, and several
pieces of money taken from several persons, and wrapped in a
cloath, the Mare would have given every one their own piece of
money; and this and many other feats she plaid, were not only by the
common people, but by others that should have been more wise,
judged to be performed by no other means but by the Devil, and
some were so stark mad as to believe and affirm that the Mare was
not a natural one, but that it was the Devil that plaid those strange
tricks in the shape of a Mare: when more sober judgments knew that
they were performed by the masters eye, and rod directing the Mare.
Error & credulitas multum in hominibus possunt.
7. In like manner are often both those that are learned, as well as
the vulgar most wofully imposed upon by the odd and strange feats
performed by Legierdemain, sleight of hand, and by wonderful
things brought to pass by subtile and cunning Impostors that act by
confederacy, and the like, of which we have given some instances
before in this treatise. And it was no evil piece of service, that Master
Scot did in his book of the discovery of Witchcraft, when he laid open
all the several tricks of Legierdemain and sleight of hand, thereby to
undeceive the ignorant multitude; and that is no less praise-worthy
that is performed by the Author of that little treatise called Hocus
Pocus junior, where all the feats are set forth in their proper colours,
so that the most ignorant may see how they are done, and that they
are miracles unknown, and but bables being discovered, which
treatise I could commend to be read of all Witchmongers and vain
credulous persons, that thereby their ignorance may be laid open,
and they convinced of their errors.
8. The ignorance or mistaking of these things, joyned with the
notions Men have imbibed from their infancy, together with
irreligious education, are the true and proper causes, that make so
many ascribe that power to Devils and Witches, that they neither
have, or ever had, or can ever bring into act. And therefore it
behoveth all that would judge aright of these abstruse matters, to
labour to understand the secret operations of nature, and the strange
works of art, to divest themselves of their false imbibed notions, and
truely and rightly to understand the Articles of the Christian Faith, to
be daily conversant in reading the Scriptures, they will then be more
fit to judge of these things, and not to call light darkness, nor
darkness light.
 CHAP. XIV.

Of diverse Impostures framed and invented to prove false and

lying miracles by, and to accuse persons of Witchcraft, from
late and undeniable authorities.

In the treatise preceeding we have often made mention of delusions

and Impostures, which we shall largely handle in this place: and
though Mr. Glanvil, and others do object, that though many
pretended possessions or Witchcrafts have been proved to be meer
couzenings and impostures, yet therefore it will not follow that all are
so. To which we shall render these answers.
1. If it do not necessarily conclude, that they are all impostures, yet
it gives a most shrewd cause of dubitation that they may be so. And
the objection depends not upon a necessary connexion betwixt the
subject and predicate, for some being direct and palpable
Impostures, it is not of necessity, but by contingency or accident that
the others are not so, and ought first to have been proved, which
never yet was performed.
2. But we affirm that a general conclusion drawn from an inductive
argument is good and sound, where no instance can be clearly made
out to the contrary. But as yet no true instance, really and faithfully
attested, hath ever been brought to prove that any of these things
that we deny, were ever effected by diabolical power. For who were
ever by and present, that were persons of sincerity and sound
judgment, that could truly testifie and averr that the Devil in a visible
and corporeal shape made a contract with the Witch, or that he suckt
upon his, or her body, or that he had carnal copulation with them, or
that saw when the Witch was really changed into a Dog or a Cat, or
that they flew or were carried in the air? Seeing no instance can be
given to prove any of these to be undoubted truths, it must needs
follow that they are meer figments, or at the best all but absolute
Impostures. And again it is but precarious, and petitio principii, to
imagine that any persons have vomited up or voided strange things
that saw or knew that they were injected by Devils, for they were
either naturally bred there, or else were meer Impostures and
delusive Juglings.
And therefore we shall propose some Histories of strange and
prodigious cheats and Impostures from late and unquestionable
authorities, whereby all the rest may be judged and discerned; of
which take this for one.
“1. Elizabeth Vid. Stat. Pulton, Hist. 1.
Barton of Kent (by 25. year Henr. 8. c.
those that 12.
laboured to cry up The Pope. Vid Chron.
her horrible cheats for miracles, otherwise Hollingshead. Stow
An. Hen. 8. 25. p.
called the holy Maid of Kent) and others 1013.
were in the twenty fifth year of King Henry
the Eighth attainted of High Treason, for that under colour of
hypocrisie, Revelations and false Miracles practised by the said
Elizabeth, they conspired to impugne and slander the divorce
between the King and Queen Katherine his first Wife, and the last
Marriage between him and Queen Anne his second Wife, to destroy
the King, and to deprive him of his Crown.” Her false and feigned
miracles, and the subtile and cunning contrivances that were brought
to pass by the help of her confederate accomplices, and her and the
others open confession of them may be found at large in
Hollingshead, Stow, and the writings of Mr. Lambert, whither for
brevities sake I remit my reader, and shall only give it here in the
words of Speed, which are these: “The Romanists (he saith) much
fearing that Babel would down, if Queen Anne might be heard
against wicked Haman, sought to underprop the foundations thereof
with certain devices of their own: and that the same might pass
without note of suspicion, they laid their forgery even upon Heaven it
self; whose pretended oracle Elizabeth Barton (commonly called the
holy Maid of Kent) was made to be; and the pillars of this godless
Fabrick were Edward Bocking a Monk by profession, and Doctor of
Divinity, Richard Masters Parson of Aldington, the Town wherein
she dwelt; Richard Deering a Monk, Hugh Rich a Friar, John
Adestone and Thomas Abell Priests, put to their helping hands; and
Henry Gould Batchelor of Divinity, with John Fisher the reverend
Father of Rochester imployed their pains to dawb these downfalling
walls with their untempered morter. The Scribes that set their pens
for her miracles, were Edward Thwaites Gentleman, and Thomas
Lawrence Register, besides Haukherst a Monk, who writ a letter that
was forged to be sent her from Heaven; And Richard Risby and
Thomas Gould were the men that dispersed her miracles abroad to
the world. This holy Maid Elizabeth made a Votaress in Canterbury,
was taught by Bocking her Ghostly Father, and suspected Paramour,
to counterfeit many feigned trances, and in the same to utter many
virtuous words for the rebuke of sin, under which more freely she
was heard against Luthers doctrine, and the Scriptures translation,
then desired of many: neither so only, but that she gave forth from
God and his Saints by sundry suggestive Revelations, that if the King
proceeded in his Divorce, and second Marriage, he should not raign
in his Realm one month after, nor rest in Gods favour the space of an
hour. But the truth discovered by Gods true Ministers, this oracle
gave place as all other such did, when Christ by his death stopped
their lying mouths: For her self and seven of her disciples were
executed for Treason at Tiburn, and the other six put to their fines
and imprisonment.” To which he subjoineth this story of the like
nature. “With the like counterfeit Revelations and feigned
predictions this generation of hypocrites had brought Edward Lord
Stafford Duke of Buckingham, unto his unhappy end, by the working
of John de la Court his own Confessor, together with Nicholas
Hopkins a Monk of the Carthusian Order in the Priory of Henton in
Somersetshire, who by his visions from Heaven forsooth, heartned
him for the Crown; But before his own Coronet could aspire to that
top, he worthily lost both head and all upon Tower-hill for his
Treason, Anno Domini 1521. Unto such sins the world was then
subject, and into such conceits their reputed holiness had brought
them, not only among the simple and unlettered, but even with them
that seemed to be learned indeed: For by certain predictions
foreshewing a great deluge, Prior Bolton of S. Bartholomews in
London, was so fearful that he built himself a house upon the height
of Harrowhill, storing it with provisions necessary to keep himself
from drowning in Anno Dom. 1524.
 2. And that we Stow’s Chron. p. Hist. 2.
may be certified 678.
how frequent and common these counterfeited Impostures have
been, and yet are practised, take this other from undoubted
authority. “The 15 of August being Sunday in the 16 of the raign of
Queen Elizabeth, Agnes Bridges a Maid about the age of 20 years,
and Rachel Pinder a Wench about the age of 11 or 12 years, who both
of them had counterfeited to be possessed by the Devil (whereby they
had not only marvellously deluded many people both Men and
Women, but also diverse such persons, as otherwise seemed of good
wit and understanding) stood before the Preacher at Pauls-cross;
where they acknowledged their hypocritical counterfeiting with
penitent behaviours, requiring forgiveness of God and the world, and
the people to pray for them. Also their several examinations and
Confessions were there openly read by the Preacher, and afterwards
published in print, for posterity hereafter to beware of the like
deceivers.” From whence we may take these two Observations.
1. We may from hence note, how subject Observ. 1.
the nature of man is both to deceive and to
be deceived, and that not only the common people, but also the wiser
and more learned heads may most easily be imposed upon. And, that
therefore in things of this nature, and the like, we cannot use too
much circumspection, nor use too much diligence to discover them.
2. We may note, that when such strange Observ. 2.
Impostures or false Miracles are pretended,
there is commonly some sinister and corrupt end aimed at, under the
colour of Religion, and that those that are most ready to publish such
things as true Miracles and Divine Revelations, are generally those
that did complot and devise them. And therefore the greater number
they be that cry them up, and the more esteem the persons are of
that blow abroad such things, the greater suspicion we ought to have
of the falsity and forgery of them. Always remembring that the
greater the fame and number of the persons are that conspire and
confederate together, the greater things they may bring to pass, and
be more able to deceive, as was manifest by the Priests attending the
Oracles; who, though they laboured to father their predictions upon
some Deity, yet it was manifest that it was nothing else, but their
own Confederacy, Impostures and Juglings.
 3. But these Vid. A Book called, Hist. 3.
Diabolical A discovery of
Counterfeitings of fraudulent
practices
possessions, and concerning
the maintaining of pretended
the power of possessions.
dispossession and Vid. ibid. Dialog. 11.
casting forth of Devils, was not only upheld p. 352.
and maintained by the Papists to advance
their superstitious courses; but also in the said time of Queen
Elizabeth, there were divers Non-Conformists, to gain credit and
repute to their way, that did by publick writing labour to prove the
continuation of real possessions by Devils, and that they had power
by fasting and Prayer to cast them out. Of which number were one
Mr Darrell and his Accomplices, who not only writ divers Pamphlets
in the positive defence of that opinion, but also published certain
Narrations of several persons, that they pretended were really
possessed with Devils, which were cast forth by their means in using
Fasting and Prayer. Which writings were answered by Mr Harsnet
and others, and their Theory not only overthrown, but their practice
discovered to be counterfeiting and Imposture. Whereupon there
were divers persons suborned to feign and counterfeit possessions,
as William Sommers of Nottingham, who by the Exorcists was
reported to have strange fits, passions and actions; which are at large
described and set forth in that learned Treatise, Dialogical
Discourses of Spirits and Devils, written about the same time by
John Deacon and John Waller, Ministers, and of divers other
persons who likewise pretended the same counterfeit possessions.
And though the said forged and feigned possessions were strongly
maintained by their Abettors, and the matters of fact audaciously
asserted to be true; yet after the said Darrell and his Accomplices
were examined by the Queens Commissioners, all was made
apparent to be notorious counterfeiting, cheating and imposture,
both by the confession of Sommers himself, and by the Oaths of
several Deponents. Neither was that discourse containing the certain
possession of seven persons in one Family in Lancashire, at
Cheworth in the Parish of Leigh, in the Year 1594. (though believed
by many for a truth, because of the streight tale told by the said
Darrell in that Narrative) of any better grain, but full of untruths,
impossibilities, absurdities and contradictions.
4. Our next Vid. The cunning of Hist. 4.
instance shall be a the Boy of Bilson, p.
most strange 55.
imposture acted in the time of King James, and in a manner known
unto the whole Nation; that is of the Boy of Bilson in Staffordshire,
in the year 1620. by name William Perry, whose condition as he had
been taught, and so left by the Popish Priests, take as followeth. “This
Boy being about thirteen years old (but for wit and subtilty far
exceeding his age) was thought by divers to be possessed of the Devil,
and bewitched, by reason of many strange fits and much distemper,
wherewith he seemed to have been extreamly affected. In those fits
he appeared both deaf and blind, writhing his mouth aside,
continually groaning and panting, and (although often pinched with
mens fingers, pricked with Needles, tickled on his sides, and once
whipped with a Rod, besides other the like extremities) yet could he
not be discerned by either shrieking or shrinking to bewray the least
passion or feeling. Out of his fits he took (as might be thought) no
sustenance which he could digest, but together with it, did void and
cast out of his mouth, rags, thred, straw, crooked pins, &c. Both in
and out of his fits his belly (by wilful and continual abstinence
defrauding his own Guts) was almost as flat as his back, besides, his
throat was swoln and hard, his tongue stiff and rolled up towards the
roof of his mouth, insomuch that he seemed always dumb, save that
he would speak once in a Fortnight or three Weeks, and that but in
very few words.
“Two things there were which gave most just cause of presumption
that he was possessed and bewitched; one was that he could still
discern when that Woman (which was supposed to have bewitched
him) to wit Jone Cocke was brought in to any room where he was,
although she were secretly conveyed thither, as was one time tryed
before the Grand Jury at Stafford: The second, that though he would
abide other passages of Scripture, yet he could not indure the
repeating of that Text, viz. In the beginning was the word, &c. Jo. 1.
ver. 1. but instantly rolling his eyes and shaking his head, as one
distracted, he would fall into his usual fits of groaning, panting,
distraction, &c. In which plight he continued many months, to the