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Test Bank for Marketing 12th Edition by Kerin
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Marketing, 12e utilises a unique, innovative, and effective pedagogical approach.
The elements of this approach have been the foundation for each edition of
Marketing and serve as the core of the text and its supplements. They have evolved
and adapted to changes in student learning style preferences, the growth of the
marketing discipline, and the development of new instructional technologies. The
distinctive features of the approach are illustrated below.
High Engagement Style
Easy-to-read, conversational, high-involvement, interactive writing style that
engages students through active learning techniques.
Rigorous Pedagogical Framework
Pedagogy based on the use of Learning Objectives, Learning Reviews, Learning
Objectives Reviews, Applying Marketing Knowledge exercises, Building Your
Marketing Plan guidelines, video and written cases, and other helpful supplements.
Traditional and Contemporary Coverage and Examples
Comprehensive and integrated coverage of traditional and contemporary marketing
concepts supported by current and interesting examples.
Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at
the Edwin L. Cox School of Business, Southern Methodist University in Dallas,
Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from
the University of Minnesota. His teaching and research interests lie in marketing
planning and strategy, product management, and financial aspects of marketing.
Professor Kerin is a frequent participant in executive development programs and is
also an active consultant on matters of marketing planning and strategy. Professor
Kerin has published and authored several texts and many articles on marketing. He
also serves on numerous journal editorial review boards and is currently a member
of the Board of Governors of the Academy of Marketing Science.

William Rudelius holds the Endowed Chair in Global Marketing at the Graduate
School of Business of the University of St. Thomas in Minnesota. He holds a B.S.
degree in Mechanical Engineering from the University of Wisconsin and an
M.B.A. in Marketing and Ph.D. in Applied Economics from the Wharton School of
the University of Pennsylvania. Professor Rudelius has co-authored other
marketing textbooks. His articles have appeared in leading academic journals.
During the past ten years, he has taught extensively in Europe; he serves on the
board of directors for several business and not-for-profit organizations.

Steven W. Hartley is Professor of Marketing in the Daniels College of Business at

the University of Denver. He holds a bachelor’s degree in mechanical engineering,
an M.B.A., and a Ph.D. from the University of Minnesota. Dr. Hartley was
formerly the chair of the Department of Marketing at the University of Denver and
has taught at the University of Colorado, the University of Minnesota, and in
several executive development programs. His teaching interests include principles
of marketing, marketing research, and marketing planning. Dr. Hartley's research
has appeared in many leading marketing publications. He is an active consultant to
several prominent U.S. corporations and is active in many professional
organizations including the American Marketing Association, the Academy of
Marketing Science, and the Marketing Educators' Association.
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The Project Gutenberg eBook of Social
organization
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States and most other parts of the world at no cost and with
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Title: Social organization

A study of the larger mind

Author: Charles Horton Cooley

Release date: January 5, 2024 [eBook #72636]

Language: English

Original publication: New York: Charles Scribner's sons, 1909

Credits: Bob Taylor, Aaron Adrignola and the Online Distributed

Proofreading Team at https://www.pgdp.net (This file
was produced from images generously made available
by The Internet Archive)

*** START OF THE PROJECT GUTENBERG EBOOK SOCIAL

ORGANIZATION ***
SOCIAL ORGANIZATION
 BOOKS BY CHARLES HORTON COOLEY
PUBLISHED BY CHARLES SCRIBNER’S SONS

Social Organization; a Study of the net,

Larger Mind $1.50
net,
Human Nature and the Social Order
$1.50
 SOCIAL ORGANIZATION

A STUDY OF THE LARGER MIND

BY
CHARLES HORTON COOLEY

PROFESSOR OF SOCIOLOGY IN THE UNIVERSITY OF MICHIGAN

AUTHOR OF “HUMAN NATURE AND THE SOCIAL ORDER”

NEW YORK
CHARLES SCRIBNER’S SONS
1911
 Copyright, 1909, by
CHARLES SCRIBNER’S SONS

Published April, 1909

 THIS BOOK IS DEDICATED

To E. J. C.

WHOSE INFLUENCE IS A CHIEF

SOURCE OF ANY LITERARY
MERIT IT MAY HAVE
 PREFACE

Our life is all one human whole, and if we are to have any real
knowledge of it we must see it as such. If we cut it up it dies in the
process: and so I conceive that the various branches of research
that deal with this whole are properly distinguished by change in the
point of sight rather than by any division in the thing that is seen.
Accordingly, in a former book (Human Nature and Social Order), I
tried to see society as it exists in the social nature of man and to
display that in its main outlines. In this one the eye is focussed on
the enlargement and diversification of intercourse which I have
called Social Organization, the individual, though visible, remaining
slightly in the background.
It will be seen from my title and all my treatment that I apprehend
the subject on the mental rather than the material side. I by no
means, however, overlook or wish to depreciate the latter, to which I
am willing to ascribe all the importance that any one can require for
it. Our task as students of society is a large one, and each of us, I
suppose, may undertake any part of it to which he feels at all
competent.

Ann Arbor, Mich., February, 1909.

 CONTENTS

PART I—PRIMARY ASPECTS OF ORGANIZATION

CHAPTER I

SOCIAL AND INDIVIDUAL ASPECTS OF MIND

PAGE

d an Organic Whole—Conscious and Unconscious Relations—

Does Self-Consciousness Come First? Cogito, Ergo Sum—
3
The Larger Introspection—Self-Consciousness in Children—
Public Consciousness
CHAPTER II

SOCIAL AND INDIVIDUAL ASPECTS OF MIND—(CONTINUED)

ral Aspect of the Organic View—It Implies that Reform Should
Be Based on Sympathy—Uses of Praise and Blame—
Responsibility Broadened but Not Lost—Moral Value of a 13
Larger View—Organic Morality Calls for Knowledge—Nature
of Social Organization
CHAPTER III

PRIMARY GROUPS
aning of Primary Groups—Family, Playground, and
Neighborhood—How Far Influenced by Larger Society—
23
Meaning and Permanence of “Human Nature”—Primary
Groups the Nursery of Human Nature
CHAPTER IV

PRIMARY IDEALS
ure of Primary Idealism—The Ideal of a “We” or Moral Unity—It 32
Does Not Exclude Self-Assertion—Ideals Springing from
 Hostility—Loyalty, Truth, Service—Kindness—Lawfulness—
Freedom—The Doctrine of Natural Right—Bearing of Primary
Idealism upon Education and Philanthropy
CHAPTER V

THE EXTENSION OF PRIMARY IDEALS

mary Ideals Underlie Democracy and Christianity—Why They
Are Not Achieved on a Larger Scale—What They Require
51
from Personality—From Social Mechanism—The Principle of
Compensation
PART II—COMMUNICATION

CHAPTER VI

THE SIGNIFICANCE OF COMMUNICATION

aning of Communication—Its Relation to Human Nature—To
61
Society at Large
CHAPTER VII

THE GROWTH OF COMMUNICATION

-Verbal Communication—The Rise of Speech—Its Mental and
Social Function—The Function of Writing—Printing and the 66
Modern World—The Non-Verbal Arts
CHAPTER VIII

MODERN COMMUNICATION: ENLARGEMENT AND ANIMATION

aracter of Recent Changes—Their General Effect—The
Change in the United States—Organized Gossip—Public
80
Opinion, Democracy, Internationalism—The Value of Diffusion
—Enlargement of Feeling—Conclusion
CHAPTER IX

MODERN COMMUNICATION: INDIVIDUALITY

e Question—Why Communication Should Foster Individuality—
 The Contrary or Dead-Level Theory—Reconciliation of These 91
Views—The Outlook as Regards Individuality
CHAPTER X

MODERN COMMUNICATION: SUPERFICIALITY AND STRAIN

mulating Effect of Modern Life—Superficiality—Strain—
98
Pathological Effects
PART III—THE DEMOCRATIC MIND

CHAPTER XI

THE ENLARGEMENT OF CONSCIOUSNESS

rrowness of Consciousness in Tribal Society—Importance of
Face-to-Face Assembly—Individuality—Subconscious
Character of Wider Relations—Enlargement of 107
Consciousness—Irregularity in Growth—Breadth of Modern
Consciousness—Democracy
CHAPTER XII

THE THEORY OF PUBLIC OPINION

blic Opinion as Organization—Agreement Not Essential—Public
Opinion versus Popular Impression—Public Thought Not an
Average—A Group Is Capable of Expression through Its Most
Competent Members—General and Special Public Opinion— 121
The Sphere of the Former—Of the Latter—The Two Are
United in Personality—How Public Opinion Rules—Effective
Rule Based on Moral Unity
CHAPTER XIII

WHAT THE MASSES CONTRIBUTE

e Masses the Initiators of Sentiment—They Live in the Central 135
Current of Experience—Distinction or Privilege Apt to Cause
Isolation—Institutional Character of Upper Classes—The
Masses Shrewd Judges of Persons—This the Main Ground
 for Expecting that the People Will Be Right in the Long Run—
Democracy Always Representative—Conclusion
CHAPTER XIV

DEMOCRACY AND CROWD EXCITEMENT

e Crowd-Theory of Modern Life—The Psychology of Crowds—
Modern Conditions Favor Psychological Contagion—
149
Democracy a Training in Self-Control—The Crowd Not Always
in the Wrong—Conclusion; the Case of France
CHAPTER XV

DEMOCRACY AND DISTINCTION

e Problem—Democracy Should Be Distinguished from
Transition—The Dead-Level Theory of Democracy—
Confusion and Its Effects—“Individualism” May Not Be
Favorable to Distinguished Individuality—Contemporary 157
Uniformity—Relative Advantages of America and Europe—
Haste, Superficiality, Strain—Spiritual Economy of a Settled
Order—Commercialism—Zeal for Diffusion—Conclusion
CHAPTER XVI

THE TREND OF SENTIMENT

aning and General Trend of Sentiment—Attenuation—
Refinement—Sense of Justice—Truth as Justice—As Realism 177
As Expediency—As Economy of Attention—Hopefulness
CHAPTER XVII

THE TREND OF SENTIMENT—(CONTINUED)

ure of the Sentiment of Brotherhood—Favored by
Communication and Settled Principles—How Far
Contemporary Life Fosters It—How Far Uncongenial to It—
189
General Outcome in this Regard—The Spirit of Service—The
Trend of Manners—Brotherhood in Relation to Conflict—
Blame—Democracy and Christianity
 PART IV—SOCIAL CLASSES

CHAPTER XVIII

THE HEREDITARY OR CASTE PRINCIPLE

ure and Use of Classes—Inheritance and Competition the Two
Principles upon which Classes Are Based—Conditions in 209
Human Nature Making for Hereditary Classes—Caste Spirit
CHAPTER XIX

CONDITIONS FAVORING OR OPPOSING THE GROWTH OF

CASTE
ee Conditions Affecting the Increase or Diminution of Caste—
Race-Caste—Immigration and Conquest—Gradual
Differentiation of Functions; Mediæval Caste; India—Influence 217
of Settled Conditions—Influence of the State of
Communication and Enlightenment—Conclusion
CHAPTER XX

THE OUTLOOK REGARDING CASTE

e Question—How Far the Inheritance Principle Actually Prevails
—Influences Favoring Its Growth—Those Antagonizing It—
229
The Principles of Inheritance and Equal Opportunity as
Affecting Social Efficiency—Conclusion
CHAPTER XXI

OPEN CLASSES
e Nature of Open Classes—Whether Class-Consciousness Is
Desirable—Fellowship and Coöperation Deficient in Our 239
Society—Class Organization in Relation to Freedom
CHAPTER XXII

HOW FAR WEALTH IS THE BASIS OF OPEN CLASSES

personal Character of Open Classes—Various Classifications— 248
Classes, as Commonly Understood, Based on Obvious
Distinctions—Wealth as Generalized Power—Economic
Betterment as an Ideal of the Ill-Paid Classes—Conclusion
CHAPTER XXIII

ON THE ASCENDENCY OF A CAPITALIST CLASS

e Capitalist Class—Its Lack of Caste Sentiment—In What
Sense “the Fittest”—Moral Traits—How Far Based on Service
—Autocratic and Democratic Principles in the Control of
Industry—Reasons for Expecting an Increase of the
256
Democratic Principle—Social Power in General—Organizing
Capacity—Nature and Sources of Capitalist Power—Power
over the Press and over Public Sentiment—Upper Class
Atmosphere
CHAPTER XXIV

ON THE ASCENDENCY OF A CAPITALIST CLASS—

(CONTINUED)
e Influence of Ambitious Young Men—Security of the Dominant
Class in an Open System—Is There Danger of Anarchy and
273
Spoliation?—Whether the Sway of Riches Is Greater Now
than Formerly—Whether Greater in America than in England
CHAPTER XXV

THE ORGANIZATION OF THE ILL-PAID CLASSES

e Need of Class Organization—Uses and Dangers of Unions—
284
General Disposition of the Hand-Working Classes
CHAPTER XXVI

POVERTY
e Meaning of Poverty—Personal and General Causes—Poverty 290
in a Prosperous Society Due Chiefly to Maladjustment—Are
 the Poor the “Unfit”?—Who Is to Blame for Poverty?—Attitude
of Society toward the Poor—Fundamental Remedies
CHAPTER XXVII

HOSTILE FEELING BETWEEN CLASSES

nditions Producing Class Animosity—The Spirit of Service
Allays Bitterness—Possible Decrease of the Prestige of
Wealth—Probability of a More Communal Spirit in the Use of 301
Wealth—Influence of Settled Rules for Social Opposition—
Importance of Face-to-Face Discussion
PART V—INSTITUTIONS

CHAPTER XXVIII

INSTITUTIONS AND THE INDIVIDUAL

e Nature of Institutions—Hereditary and Social Factors—The
Child and the World—Society and Personality—Personality
versus the Institution—The Institution as a Basis of
313
Personality—The Moral Aspect—Choice versus Mechanism—
Personality the Life of Institutions—Institutions Becoming
Freer in Structure
CHAPTER XXIX

INSTITUTIONS AND THE INDIVIDUAL—(CONTINUED)

ovation as a Personal Tendency—Innovation and Conservatism
as Public Habit—Solidarity—French and Anglo-Saxon
Solidarity—Tradition and Convention—Not so Opposite as
327
They Appear—Real Difference, in this Regard, between
Modern and Mediæval Society—Traditionalism and
Conventionalism in Modern Life
CHAPTER XXX

FORMALISM AND DISORGANIZATION

e Nature of Formalism—Its Effect upon Personality—Formalism 342
 in Modern Life—Disorganization, “Individualism”—How it
Affects the Individual—Relation to Formalism—“Individualism”
Implies Defective Sympathy—Contemporary “Individualism”—
Restlessness under Discomfort—The Better Aspect of
Disorganization
CHAPTER XXXI

DISORGANIZATION: THE FAMILY

and New Régimes in the Family—The Declining Birth-Rate
—“Spoiled” Children—The Opening of New Careers to
356
Women—European and American Points of View—Personal
Factors in Divorce—Institutional Factors—Conclusion
CHAPTER XXXII

DISORGANIZATION: THE CHURCH

e Psychological View of Religion—The Need of Social Structure
—Creeds—Why Symbols Tend to Become Formal—Traits of a
372
Good System of Symbols—Contemporary Need of Religion—
Newer Tendencies in the Church
CHAPTER XXXIII

DISORGANIZATION: OTHER TRADITIONS

order in the Economic System—In Education—In Higher
383
Culture—In the Fine Arts
PART VI—PUBLIC WILL

CHAPTER XXXIV
E FUNCTION OF PUBLIC WILL Public and Private Will—The
Lack of Public Will—Social Wrongs Commonly Not Willed at 395
All
CHAPTER XXXV

GOVERNMENT AS PUBLIC WILL

vernment Not the Only Agent of Public Will—The Relative Point 402
of View; Advantages of Government as an Agent—
Mechanical Tendency of Government—Characteristics
Favorable to Government Activity—Municipal Socialism—Self-
Expression the Fundamental Demand of the People—Actual
Extension of State Functions
CHAPTER XXXVI

SOME PHASES OF THE LARGER WILL

owing Efficiency of the Intellectual Processes—Organic Idealism
—The Larger Morality—Indirect Service—Increasing
Simplicity and Flexibility in Social Structure—Public Will Saves 411
Part of the Cost of Change—Human Nature the Guiding Force
behind Public Will
ex 421
 PART I
PRIMARY ASPECTS OF ORGANIZATION