An interesting light falls on the situation from experiments which have recently been carried on by a Swedish psychologist. He showed that in every learning process the intention with which we absorb the memory material is decisive for the firmness with which it sticks to our mind. If a boy learns one group of names or figures or verses with the intention to keep them in mind forever, and learns another group of the same kind of material with the same effort and by the same method, but with the intention to have them present for a certain test the next day, the mental effect is very different. Immediately after the learning, or on the morning of the next day, he has both groups equally firmly in his mind, but three days later most of what was learned to be kept is still present. On the other hand, those verses and dates which were learned with the consciousness that they had to serve the next day have essentially faded away when the time of the test has passed, even if the test itself was not given. Every lawyer knows from his experience how easily he forgets the details of the case which has once been settled by the court, as he has absorbed the material only for the purpose of having it present up to the end of the procedure. These Swedish experiments have given a cue to further investigations, and everything seems to confirm this view. It brings out in a very significant way that the impressions which are made on our mind from without are in their effectiveness on the mind entirely dependent upon the subjective attitude, and the idea that the same visual stimuli stir up the same mental reactions is entirely misleading. The attitude of reading and the attitude of looking at advertisements are so fundamentally different that the whole mental mechanism is in a different setting.