The process that generates value is mental but not ordinarily conscious; it works by suggestion, influence, and the competition and survival of ideas; but all this is constantly going on in and through us without our knowing it. I may be wholly unaware of the genesis or even the existence of values which live in my mind and guide my daily course; indeed this is rather the rule than the exception. The common phrase, “I have come to feel differently about it,” expresses well enough the way in which values usually change. The psychology of the matter is intricate, involving the influence of repetition, of subtle associations of ideas, of the prestige of personalities, giving weight to their example, and the like; but of all this we commonly know nothing. The idea of punishment after death, for example, has been fading for a generation past; its value for conduct has mostly gone; yet few have been aware of its passing and fewer still can tell how this has come about. This trait of the growth of values is of course well understood in the art of advertising, which aims, first of all, to give an idea weight in the subconscious processes, to familiarize it by repetition, to accredit it by pleasing or imposing associations, to insinuate it somehow into the current of thought without giving choice a chance to pass upon it at all. If the simpler phases of valuation, those that relate to the personal aims of the individual, are usually subconscious, much more is this true of the larger phases which relate to the development of complex impersonal wholes. It is quite true that there are “great social values whose motivating power directs the activities of nations, of great industries, of literary and artistic ‘schools,’ of churches and other social organizations, as well as the daily lives of every man and woman—impelling them in paths which no individual man foresaw or purposed.”[65] The institutions, we may note in this connection, usually have rather definite and precise methods for the appraisal of values in accordance with their own organic needs. In the state, for example, we have elaborate methods of electing or appointing persons, as well as legislative, judicial, and scientific authorities for passing upon ideas. The church has its tests of membership, its creeds, scriptures, sacraments, penances, hierarchy of saints and dignitaries, and the like, all of which serve as standards of value. The army has an analogous system. On the institutional side of art we have exhibitions with medals, prize competitions, election to academies and the verdict of trained critics: in science much the same, with more emphasis on titles and academic chairs. You will find something of the same sort in every well-organized traditional structure. We have it in the universities, not only in the official working of the institution, but in the fraternities, athletic associations, and the like.