The most remarkable and also the most important result of the formation of a group is the 'exaltation or intensification of emotion' produced in every member of it (p. 24). In McDougall's opinion men's emotions are stirred in a group to a pitch that they seldom or never attain under other conditions; and it is a pleasurable experience for those who are concerned to surrender themselves so unreservedly to their passions and thus to become merged in the group and to lose the sense of the limits of their individuality. The manner in which individuals are thus carried away by a common impulse is explained by McDougall by means of what he calls the 'principle of direct induction of emotion by way of the primitive sympathetic response' (p. 25), that is, by means of the emotional contagion with which we are already familiar. The fact is that the perception of the signs of an emotional state is calculated automatically to arouse the same emotion in the person who perceives them. The greater the number of people in whom the same emotion can be simultaneously observed, the stronger does this automatic compulsion grow. The individual loses his power of criticism, and lets himself slip into the same emotion. But in so doing he increases the excitement of the other people, who had produced this effect upon him, and thus the emotional charge of the individuals becomes intensified by mutual interaction. Something is unmistakably at work in the nature of a compulsion to do the same as the others, to remain in harmony with the many. The coarser and simpler emotions are the more apt to spread through a group in this way (p. 39). This mechanism for the intensification of emotion is favoured by some other influences which emanate from groups. A group impresses the individual with a sense of unlimited power and of insurmountable peril. For the moment it replaces the whole of human society, which is the wielder of authority, whose punishments the individual fears, and for whose sake he has submitted to so many inhibitions. It is clearly perilous for him to put himself in opposition to it, and it will be safer to follow the example of those around him and perhaps even 'hunt with the pack'. In obedience to the new authority he may put his former 'conscience' out of action, and so surrender to the attraction of the increased pleasure that is certainly obtained from the removal of inhibitions. On the whole, therefore, it is not so remarkable that we should see an individual in a group doing or approving things which he would have avoided in the normal conditions of life; and in this way we may even hope to clear up a little of the mystery which is so often covered by the enigmatic word 'suggestion'.