MICHIGAN ACADEMY OF SCIENCE. 81 



112.99 100.0 



This table demonstrates fairly conclusively that the anticlimax order of 

 presentation is 13% more effective than the climax. It further indicates that 

 the assumed 10% of added attention value resulting from the primary larger 

 advertisements is about the correct figure. It may be pointed out in conclusion 

 that this result indicates an interesting difference between art and science, 

 for in one case climax is desirable, in the other it results in a loss of efficiency. 

 University of Michigan. 



INSTINCTS AND SOCIAL IDEALS IN HUMAN ACTIVITY. 



W. B. PILLSBURY. 



(Abstract.) 



In much of curx'ent discussion one sees confusion between instinct and 

 other factors that have the same compelling force, but evidently cannot be 

 remnants of useful early responses. If we recognize that in every man there 

 is an instinct which compels him to accept the opinions and standards of 

 others and that this instinct gives the convention or ideal much of the com- 

 pelling force of instinct, we may reconcile the difliculties. This instinct 

 exhibits itself as bashfulness in the youth, as fear when one faces a crowd 

 and as respect for the accepted opinions of society in all individuals and 

 places. It is at the basis of imitation, of such reactions as keeping clean, of 

 respect for laws, moral and legal. One could probably find in it an explana- 

 tion of much of what is popularly called conscience. In each case the content 

 of the act or tradition or ideal is. given by habit or custom, or even by reason, 

 but the force which compels its acceptance is this general instinct. Accept- 

 ance of this view makes it possible to explain the force of the tendency to per- 

 form certain acts, and at the same time the variation in these apparently fun- 

 damental human characteristics from society to society, and from age to age. 



University of Michigan. 



