But the low sense of responsibility of the crowd is not due to the division of responsibility alone. In the case of the simple crowd, it is due also in large part to the fact that such a crowd has but a very low grade of self-consciousness and no self-regarding sentiment; that is to say, the members of the crowd have but a dim consciousness of the crowd as a whole, but very little knowledge of its tendencies and capacities, and no sentiment of love, respect, or regard of any kind for it and its reputation in the eyes of men. Hence, since the responsibility falls on the whole crowd, and any loss or gain of reputation affects the crowd and hardly at all the individuals who are merged in it, they are not stimulated to exert care and self-restraint and critical deliberation in forming their judgments, in arriving at decisions, or in executing any task collectively undertaken. The results of these two conditions of collective mental life are well summed up in the popular dictum that a corporation has no conscience. Since all these factors co-operate to keep the intellectual activity of the simple crowd on a low level, it follows that very simple intellectual processes must be relied on by the orator who would sway a crowd; he must rely on abuse and ridicule of opponents, or unmeasured praise of friends; on flattery; on the _argumentum ad hominem_; on induction by simple enumeration of a few striking instances; on obvious and superficial analogies; on the evocation of vivid representative imagery rather than of abstract ideas; and, above all, on confident assertion and reiteration, and on a display of the coarser emotions. Since the individuals comprised in a crowd are apt to be influenced in all these ways by the mass of their fellows, it follows that the mental processes, the thoughts and feelings and actions, of each one will be as a rule very different from what they would be if he faced a similar situation as an isolated individual; the mental processes of each one are profoundly modified by his mental interactions with all the other members of the crowd. Therefore the collective actions of a crowd are not simply the resultants of all the tendencies to thought and action of the individuals, as such, but may be very different from any such resultant. And they are not merely the expression of the individual tendencies of the average member, nor yet of the mass of least intelligent and refined members; they may be, and often are, such as no one of the members acting alone would ever display or attempt.