activity
of one "group" in consciousness is apt to be automatically followed by
the others. But the law of association goes deeper than this. It enters
into the activity of every individual group, and causes all the elements
of every group, ideas, emotions and impulses to muscular movements, to
be simultaneously manifested._

[Sidenote: _Prolixity and Terseness_]

There is no principle to which we shall more continually refer than this
one. Our explanation of hay fever a moment ago illustrates our meaning.
Get the principle clearly in your mind, and see how many instances of
its operation you can yourself supply from your own daily experience.

So far as the mere linking together of groups of ideas is concerned,
this classifying quality is developed in some persons to a greater
degree than in others. It finds its extreme exemplar in the type of man
who can never relate an incident without reciting all the prolix and
minute details and at the same time wandering far from the original
subject in pursuit of every suggested idea.

[Sidenote: _The Law of Contiguity_]

Law II. _Similarity and nearness in time or space between two
experiential facts causes the thought of one to tend to recall the
thought of the other._

This is the Associative Law of Contiguity considered from the standpoint
of recall. The points of contiguity are different for different
individuals. Similarities and nearnesses will awaken all sorts of
associated groups of ideas in one person that are not at all excitable
in the same way in another whose experiences have been different.

Law III. _The greater the frequency and intensity of any given
experience, the greater the ease and likelihood of its reproduction and
recall._

[Sidenote: _Laws of Habit and Intensity_]

This explains why certain groups in any complex are more readily
recalled than others--why some leap forth unbidden, why some come next
and before others, why some arrive but tardily or not at all.

This is how the associative Laws of Habit and Intensity affect the power
of recall.

* * * * *

[Sidenote: _Applications to Advertising_]

There is no department of business to which the application of these
Laws of Recall is so apparent as the department of advertising. The most
carefully worded and best-illustrated advertisement may fail to pay its
cost unless the underlying principles of choice of position, selection
of medium and size of space are u