Note (return) — Chapter III

In all this again the same rule holds as in the production of impulse. Things that are nearer sense, nearer to our more ancient evolutionary past, produce a readier inference as well as a more compelling impulse. When a new candidate on his first appearance smiles at his constituents exactly as if he were an old friend, not only does he appeal, as I said in an earlier chapter, to an ancient and immediate instinct of human affection, but he produces at the same time a shadowy belief that he is an old friend; and his agent may even imply this, provided that he says nothing definite enough to arouse critical and rational attention. By the end of the meeting one can safely go as far as to call for three cheers for 'good old Jones.'[21]